SANAL MARKA TOPLULUKLARINDA TÜKETİCİ KATILIMI

Today, with the widespread use of internet technology, the use of virtual brand communities has become widespread in order to establish direct relationships with consumers and to develop and strengthen consumer brand relationships. With consumer engagement, consumers are contributing to the business by improving their interaction with the brand. Consumers who display their social identities with virtual brand communities interact with the brand with cognitive, emotional and behavioral participation. The purpose of this study is to investigate the relationship between the brand use intention and the brand loyalty of the business and consumers by taking into account consumer engagement in virtual communities. The study consists of two parts. In the first part of the literature on the topic was given information and the theoretical sub-structure was discussed. In the second part, the relations between the variables in the research model are explained, hypotheses are established and the results and suggestions are explained