Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey
Yıl: 2021 Cilt: 13 Sayı: 4 Sayfa Aralığı: 3858 - 3872 Metin Dili: İngilizce DOI: 10.20491/isarder.2021.1360 İndeks Tarihi: 02-06-2022
Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey
Öz: Purpose – This study aimed to interpret the differences arising from the effect of demographic
variability by analyzing the relationship between perceived social media performance and brand image.
Design/methodology/approach – To obtain the study data, a survey application was conducted with
385 users who followed Netflix Turkey social media accounts and had different demographics.
Findings – According to the results of the analysis, social media performance positively affects the
brand image. In addition, it was determined that social media performance and brand image were
perceived differently according to demographic variables.
Discussion – Social media performance and the resulting brand image are very important for
businesses. In this context, the analysis revealed that there is a positive relationship between perceived
social media performance and brand image. While social media performance and brand image
perception differ according to age group and income status, it has been concluded that social media
performance and brand image do not differ according to gender and education level. In addition, due
to the limited number of studies examining social media performance and brand image together in the
digital branding process in the literature and the results of the analysis, it is thought that the study will
contribute to both the literature and the sectoral field.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | OK Ş, BAS M (2021). Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. , 3858 - 3872. 10.20491/isarder.2021.1360 |
| Chicago | OK Şeyda OK,BAS MEHMET Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. (2021): 3858 - 3872. 10.20491/isarder.2021.1360 |
| MLA | OK Şeyda OK,BAS MEHMET Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. , 2021, ss.3858 - 3872. 10.20491/isarder.2021.1360 |
| AMA | OK Ş,BAS M Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. . 2021; 3858 - 3872. 10.20491/isarder.2021.1360 |
| Vancouver | OK Ş,BAS M Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. . 2021; 3858 - 3872. 10.20491/isarder.2021.1360 |
| IEEE | OK Ş,BAS M "Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey." , ss.3858 - 3872, 2021. 10.20491/isarder.2021.1360 |
| ISNAD | OK, Şeyda OK - BAS, MEHMET. "Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey". (2021), 3858-3872. https://doi.org/10.20491/isarder.2021.1360 |
| APA | OK Ş, BAS M (2021). Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. İşletme Araştırmaları Dergisi, 13(4), 3858 - 3872. 10.20491/isarder.2021.1360 |
| Chicago | OK Şeyda OK,BAS MEHMET Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. İşletme Araştırmaları Dergisi 13, no.4 (2021): 3858 - 3872. 10.20491/isarder.2021.1360 |
| MLA | OK Şeyda OK,BAS MEHMET Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. İşletme Araştırmaları Dergisi, vol.13, no.4, 2021, ss.3858 - 3872. 10.20491/isarder.2021.1360 |
| AMA | OK Ş,BAS M Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. İşletme Araştırmaları Dergisi. 2021; 13(4): 3858 - 3872. 10.20491/isarder.2021.1360 |
| Vancouver | OK Ş,BAS M Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey. İşletme Araştırmaları Dergisi. 2021; 13(4): 3858 - 3872. 10.20491/isarder.2021.1360 |
| IEEE | OK Ş,BAS M "Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey." İşletme Araştırmaları Dergisi, 13, ss.3858 - 3872, 2021. 10.20491/isarder.2021.1360 |
| ISNAD | OK, Şeyda OK - BAS, MEHMET. "Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey". İşletme Araştırmaları Dergisi 13/4 (2021), 3858-3872. https://doi.org/10.20491/isarder.2021.1360 |
