Abstract:
Constantly developing technology; It has introduced various and numerous innovations into our lives, including electronic devices and the internet. With the increasing access to electronic devices and the internet for people of all generations, even daily life needs such as shopping have begun to be met online. The technological developments in question are have also become the focal point of brands' communication and interactions with consumers. Social media platforms, having becoming a large part of daily life, are also used as advertising, marketing and interaction channels for brands. Brands develop and implement strategic marketing activities and communication plans for social media platforms, where individuals spend most of their time. This research examines the correlation between social media marketing activities and brand loyalty. The study focuses on analyzing the connection between brand’s social media marketing activities on online shopping platforms and their loyalty towards a particular brand. As the research method in this study; survey method was implemented, which included questions answered by consumers regarding the activities of online shopping sites on social media. The survey was prepared online and delivered to participants over the internet and via printed copies. By analyzing the data obtained, the relationship between social media marketing activities and brand loyalty for the consumer was revealed. This study contributes to brands by shedding light on the planning process of social media marketing strategies.

Keywords: Brand, Brand Loyalty, Social Media, Marketing

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