Sosyal Medya Görünürlüğü İle Marka Gücü Ve Değeri̇ Arasindaki̇ İli̇şki̇si̇ni̇n İncelenmesi̇: Global Markalar Üzeri̇ne Ampri̇k Bi̇r İnceleme

Abstract

The aim of this study is to examine the relationship between brands' social media visibility, brand strength and brand value. In this context, Social Visibility, Web Visibility and Search Visibility indices which are calculated by BrandWatch in order to determine the social media performance of brands are considered as independent variables. The dependent variables of the study are the Brand Strength Index (BSI) and Brand Value calculated by BrandFinance. In the study, the relationship between the variables was tested by path analysis including 148 Global brand data. As a result of the analysis, it has been shown that social media visibility has a statistically significant positive effect on the strength and brand value of the brand.