EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY: THE MEDIATOR ROLE OF E-BRAND LOVE AND BRANDING CO-CREATION

In this study, it was aimed to determine the effect of social media marketing activities on brand loyalty.In this direction, it was targeted to determine whether the e-brand love and branding co-creation have a mediator role in the relationship between social media marketing activities, by which conducted clothing brands and brand loyalty.Another aim of the study is to reveal the effect of e-brand love and branding co-creation variables on brand loyalty.As a result of the research, it was determined that the entertainment, e-word of mouth and interaction have an impact on e-brand love and branding cocreation.Additionally, e-brand love and branding co-creation have effect on brand loyalty.At the same time, e-brand love and branding co-creation have a mediator role in the relationship between social media marketing activities and brand loyalty.