A Conceptual Study on the Effect of Social Media Sites on Brand Dimensions
Journal Title: The Journal of International Scientific Researches - Year 2017, Vol 2, Issue 8
Abstract
Today, businesses use the concept of brand to connect with their consumers. Social media, one of the most popular channels of communication, is actively used by businesses to highlight their brands. Many researchers have found that social media has a positive impact on the brand. However, very few of these studies have focused on exploring the impact of social media sites on brand dimensions. This study is a conceptual study for explaining the relationship between social media sites and brand dimensions, and it is aimed to complete the literature gap in this study. This conceptual study has led to the development of proposals about the gap in the literature. As a result, it is important that businesses spend their budgets on the right channels of communication. This study emphasizes the importance of social media sites for brands. Also, according to the stage of the brand's existence, it is important for the social media to direct the businesses to use the right communication channels.
Authors and Affiliations
Naci Büyükdağ, Ayşe Nur Soysal, Olgun Kitapçı
Keywords
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