THE EFFECTS OF SOCIAL MEDIA CONTENT MARKETING ACTIVITIES OF FIRMS ON CONSUMERS’ BRAND FOLLOWING BEHAVIOR
Journal Title: Academic Research International - Year 2017, Vol 8, Issue 1
Abstract
This study is carried out with the purpose of determining how content shared by brands on social media is perceived by followers, what kinds of content are followed, or which content leads consumers to quit following brands. With this purpose, four different focus group meetings were held in November 2016. In the focus groups, it was found that followers follow brands on social media primarily to keep track of new products and designs of brands and take advantage of brand opportunities such as discounts, campaigns, sweepstakes, etc. On the other hand, it was revealed that unrelated content, advertisements related to other brands and products, and content considered to be political, ideological, funny, interesting, etc. were found unfavorable by followers. In this scope, the study firstly discusses social media marketing and content marketing concepts. It is thought that the study will be useful for brands on social media that are looking for answers regarding which kinds of content should be shared, as well as researchers working in this area.
Authors and Affiliations
Niyazi GÜMÜŞ
Keywords
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