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SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME

Year 2022, Volume: 22 Issue: 2, 620 - 631, 31.07.2022

Yusuf Volkan Topuz

https://doi.org/10.11616/asbi.1094526

Abstract

Bu çalışmanın amacı markaların sosyal medya görünürlükleri ile marka gücü ve marka değeri arasındaki ilişkiyi incelemektedir. Bu kapsamda, markaların sosyal medya performansını belirlemek amacıyla BrandWatch tarafından hesaplanan; Sosyal Görünürlük, Web Görünürlüğü ve Arama Görünürlüğü endeksleri bağımsız değişken olarak ele alınmıştır. Çalışmanın bağımlı değişkenleri ise BrandFinance tarafından hesaplanan Marka Gücü Endeksi (BSI) ve Marka Değeri’dir. 148 Global marka verisinin dahil edildiği çalışmada değişkenler arasındaki ilişki yol analizi ile test edilmiştir. Analizler sonucunda, sosyal medya görünürlüğünün markanın gücünü ve marka değerini istatistiksel olarak anlamlı şekilde pozitif yönlü olarak etkilediği görülmüştür.

Keywords

Sosyal Medya Pazarlama Marka Değeri Marka Gücü Sosyal Medya Görnürlüğü

Supporting Institution

-

Project Number

-

Thanks

-

References

  • Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
  • Berthon, P.R. (2007), When Customers Get Clever: Managerial Approaches To Dealing With Creative Consumers, Strategic Direction, 23(8). https://doi.org/10.1108/sd.2007.05623had.010.
  • Botha, E., Farshid, M. ve Pitt L. (2011), How Sociable? An Exploratory Study Of University Brand Visibility In Social Media, South African Journal of Business Management, 42(2), s.43-51. https://hdl.handle.net/10520/EJC22411.
  • Bowden, J.L. (2009), The Process Of Customer Engagement: A Conceptual Framework, The Journal of Marketing Theory and Practice, 17(1), s.63-74.
  • BrandFinance, (2021), Turkey 100-2021, Haziran https://brandirectory.com/download-report/brand-finance-turkey-100-2021-full-report.pdf
  • Brodie, R.J., Hollebeek, L., Juric, B., ve Ilic, A. (2011), Customer Engagement Conceptual Domain, Fundamental Propositions, And Implications For Research, Journal of Service Research, 14(3), s.252-271.
  • Bruhn, M., Schoenmueller, V. ve Schäfer, B.D. (2012), Are Social Media Replacing Traditional Media İn Terms Of Brand Equity Creation?, Management Research Review, 35(9), 770-790. https://doi.org/10.1108/01409171211255948.
  • Chen, C. W. (2011), Integrated Marketing Communications And New Product Performance in International Markets, Journal of Global Marketing, 24(5), s.397-416.
  • Chevalier, J. A. ve Mayzlin, D. (2006), The Effect of Word of Mouth on Sales: Online Book Reviews, Journal of Marketing Research, 43(3), s.345-354. https://doi.org/10.1509/jmkr.43.3.345.
  • Cobb-Walgren, C.J., Beal, C. ve Donthu, N. (1995), Brand Equity, Brand Preferences And Purchase Intent, Journal of Advertising, 24(3), s.25-40.
  • Colicev, A., O’Connor, P. ve Vinzi, V. E. (2016). Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value, Service Science, 8(2), s.152-168. https://doi.org/10.1287/serv.2016.0143
  • Culnan, M. J., McHugh, P.J. ve Zubillaga, J.I. (2010), How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value, MIS Q. Executive, 9.
  • Deighton, J. ve Kornfeld, L. (2009), Interactivity’s Unanticipated Consequences For Markets And Marketing, Journal of Interactive Marketing, 23(1), s.2-12.
  • Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J. ve Goodman, S. (2019), Social Media Engagement Behavior: A Framework For Engaging Customers Through Social Media Content, European Journal of Marketing, 53(10), 2213-2243. https://doi.org/10.1108/EJM-03-2017-0182
  • Gil, R. B., Andrés, E.F. ve Salinas, E.M. (2007), Family as a Source of Consumer-Based Brand Equity, Journal of Product & Brand Management, 16(3), s.188–199.
  • Harrigan, P., Soutar, G., Choudhury, M.M. ve Lowe, M. (2015), Modelling CRM in A Social Media Age, Australasian Marketing Journal, 23(1), s.27-37.
  • Hoffman, D.L. ve Fodor, M. (2010), Can You Measure The ROI Of Your Social Media Marketing?, MITSloan Management Review, 52(1), s.40-50.
  • Huang, Z. ve Xu, B. (2015), Value Creation Of Web Visibility In The Financial Industry, Proceedings of 19 th ISERD International Conference, Kyoto, Japan, 13 th November, ISBN: 978-93-85832-41-3
  • Keller, K.L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), s.1-22. https://doi.org/10.2307/1252054
  • Keller, K.L. (2001), Building Customer-Based Brand Equity: A Blueprint For Creating Strong Brands, Marketing Management, 10, s.15-19.
  • Keller, K.L. ve Lehmann, D.R. (2003), How Do Brands Create Value?, Marketing Management, 12 (3), s.26–31.
  • Keller, K.L. ve Lehmann, D.R. (2006), Brands and Branding: Research Findings and Future Priorities, Marketing Science, 25, s.740-759.
  • Kim, A.J. ve Ko, E. (2012), Do Social Media Marketing Activities Enhance Customer Equity? An empirical study of luxury fashion brand, Journal of Business Research, 65, s.1480-1486.
  • Kim, S., Koh, Y., Cha, J. ve Lee, S. (2015), Effects of Social Media on Firm Value For U.S. Restaurant Companies, International Journal of Hospitality Management, 49. DOI:10.1016/j.ijhm.2015.05.006
  • Kucharska, W. (2015), Image as A Key Factor of Brand Value at Social Media, Logistyka, (2, CD 2), s.1256-1265.
  • Lea, B.R., Yu, W.B., Maguluru, N. ve Nichols, M. (2006), Enhancing Business Networks Using Social Network Based Virtual Communities, Industrial Management & Data Systems, 106(1), s.121-138.
  • Lim, J.S., Pham, P. ve Heinrichs, J.H. (2020), Impact of Social Media Activity Outcomes on Brand Equity, Journal of Product & Brand Management, 29(7), s.927-937. https://doi.org/10.1108/JPBM-03-2019-2298
  • Luo, X., Zhang, J. ve Duan, W. (2013), Social Media and Firm Equity Value, Information Systems Research, 24(1), 146-163
  • Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. ve Zhang, M. (2013), Managing Customer Relationships İn The Social Media Era: Introducing The Social CRM House, Journal of Interactive Marketing, 27(4), s.270-280. https://doi.org/10.1016/j.intmar.2013.09.008
  • O’Connor, A. J. (2013), The Power of Popularity: An Empirical Study of the Relationship Between Social Media Fan Counts and Brand Company Stock Prices, Social Science Computer Review, 31(2), s.229-235. https://doi.org/10.1177/0894439312448037
  • Pantelidis, I. S. (2010), Electronic Meal Experience: A Content Analysis of Online Restaurant Comments, Cornell Hospitality Quarterly, 51(4), s.483-491. https://doi.org/10.1177/1938965510378574.
  • Parent, M., Plangger, K. ve Bal, A. (2011), The New WTP: Willingness to Participate, Business Horizons, 54(3), s.219-229. Schivinski, B. ve Dabrowski, D. (2016), The Effect Of Social Media Communication On Consumer Perceptions Of Brands, Journal of Marketing Communications, 22(2), s.189-214. DOI: 10.1080/13527266.2013.871323
  • Schultz, D.E. ve Peltier, J. (2013), Social Media’s Slippery Slope: Challenges, Opportunities and Future Research Directions, Journal of Research in Interactive Marketing, 7(2), s.86-99.
  • Shaikh, A. A., Glavee-Geo, R., Tudor, A.-G., Zheng, C. ve Karjaluoto, H. (2018), Social Network Brand Visibility (SNBV): Conceptualization and Empirical Evidence. In J. Agarwal, ve T. Wu (Eds.), Emerging Issues in Global Marketing: A Shifting Paradigm, s.149-178. Springer International Publishing. https://doi.org/10.1007/978-3-319-74129-1_6
  • Simon, C.J. ve Sullivan, M.J. (1993), The Measurement and Determinants of Brand Equity: A Financial Approach, Marketing Science, 12, s.28-52. https://doi.org/10.1287/mksc.12.1.28
  • Smith, A.N., Fischer, E. ve Yongjian, E.C. (2012), How Does Brand-Related User-Generated Content Differ Across YouTube, Facebook, and Twitter?, Journal of Interactive Marketing, 26(2), s.102-113.
  • Stephen, A.T., ve Galak, J. (2009), The Complementary Roles of Traditional and Social Media in Driving Marketing Performance, INSEAD Working Paper, (52/MKT) https://flora.insead.edu/fichiersti_wp/inseadwp2009/2009-52.pdf
  • Stephen, A.T., ve Galak, J. (2012), The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace, Journal of Marketing Research, 5, s.624-639.
  • Tajvidi, R. ve Karami, A. (2017), The Effect Of Social Media On Firm Performance, Computers in Human Behavior, https://doi.org/10.1016/j.chb.2017.09.026
  • Uyar, A., Boyar, E. ve Kuzey, C. (2018), Does Social Media Enhance Firm Value? Evidence from Turkish Firms Using Three Social Media Metrics, The Electronic Journal Information Systems Evaluation, 21(2), s.131-142.
  • Vargo, S.L. ve Lusch, R.F. (2008), Service-Dominant Logic: Continuing The Evolution, Journal of the Academy of Marketing Science, 36(1), s.1-10.
  • Wang, F. ve Vaughan, L. (2014), Firm Web Visibility and its Business Value, Internet Research, 24(3), s.292-312. https://doi.org/10.1108/IntR-01-2013-0016
  • Xueming L., Zhang, J. ve Duan, W. (2012), Social Media and Firm Equity Value, Information Systems Research, 24(1), s.146-163.
  • Yanga, A. ve Kent, M. (2014). Social Media and Organizational Visibility: A sample of Fortune 500 corporation, Public Relation Review, 40, s.562–564.
  • Yazdanparast, A., Joseph, M. ve Muniz, F. (2016), Consumer Based Brand Equity In The 21st Century: An Examination of The Role of Social Media Marketing, Young Consumers, 17(3), s.243-255. https://doi.org/10.1108/YC-03-2016-00590
  • Ye, Q., Law, R. ve Gu, B. (2009), The Impact of Online User Reviews on Hotel Room Sales, International Journal of Hospitality Management, 28, s.180-182. https://doi.org/10.1016/j.ijhm.2008.06.011
  • Yoo, B., Donthu, N. ve Lee, S. (2000), An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28, s.195-211. https://doi.org/10.1177/0092070300282002
  • Zhu, F. ve Zhang, X. (2010), Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics, Journal of Marketing, 74, s.133-148.

EXAMINING THE RELATIONSHIP BETWEEN SOCIAL MEDIA VISIBILITY AND BRAND STRENGTH AND VALUE: AN EMPIRICAL STUDY ON GLOBAL BRANDS

Year 2022, Volume: 22 Issue: 2, 620 - 631, 31.07.2022

Yusuf Volkan Topuz

https://doi.org/10.11616/asbi.1094526

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.

Keywords

Social Media Marketing Brand Value Brand Strenght Social Media Visibility

Project Number

-

References

  • Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
  • Berthon, P.R. (2007), When Customers Get Clever: Managerial Approaches To Dealing With Creative Consumers, Strategic Direction, 23(8). https://doi.org/10.1108/sd.2007.05623had.010.
  • Botha, E., Farshid, M. ve Pitt L. (2011), How Sociable? An Exploratory Study Of University Brand Visibility In Social Media, South African Journal of Business Management, 42(2), s.43-51. https://hdl.handle.net/10520/EJC22411.
  • Bowden, J.L. (2009), The Process Of Customer Engagement: A Conceptual Framework, The Journal of Marketing Theory and Practice, 17(1), s.63-74.
  • BrandFinance, (2021), Turkey 100-2021, Haziran https://brandirectory.com/download-report/brand-finance-turkey-100-2021-full-report.pdf
  • Brodie, R.J., Hollebeek, L., Juric, B., ve Ilic, A. (2011), Customer Engagement Conceptual Domain, Fundamental Propositions, And Implications For Research, Journal of Service Research, 14(3), s.252-271.
  • Bruhn, M., Schoenmueller, V. ve Schäfer, B.D. (2012), Are Social Media Replacing Traditional Media İn Terms Of Brand Equity Creation?, Management Research Review, 35(9), 770-790. https://doi.org/10.1108/01409171211255948.
  • Chen, C. W. (2011), Integrated Marketing Communications And New Product Performance in International Markets, Journal of Global Marketing, 24(5), s.397-416.
  • Chevalier, J. A. ve Mayzlin, D. (2006), The Effect of Word of Mouth on Sales: Online Book Reviews, Journal of Marketing Research, 43(3), s.345-354. https://doi.org/10.1509/jmkr.43.3.345.
  • Cobb-Walgren, C.J., Beal, C. ve Donthu, N. (1995), Brand Equity, Brand Preferences And Purchase Intent, Journal of Advertising, 24(3), s.25-40.
  • Colicev, A., O’Connor, P. ve Vinzi, V. E. (2016). Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value, Service Science, 8(2), s.152-168. https://doi.org/10.1287/serv.2016.0143
  • Culnan, M. J., McHugh, P.J. ve Zubillaga, J.I. (2010), How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value, MIS Q. Executive, 9.
  • Deighton, J. ve Kornfeld, L. (2009), Interactivity’s Unanticipated Consequences For Markets And Marketing, Journal of Interactive Marketing, 23(1), s.2-12.
  • Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J. ve Goodman, S. (2019), Social Media Engagement Behavior: A Framework For Engaging Customers Through Social Media Content, European Journal of Marketing, 53(10), 2213-2243. https://doi.org/10.1108/EJM-03-2017-0182
  • Gil, R. B., Andrés, E.F. ve Salinas, E.M. (2007), Family as a Source of Consumer-Based Brand Equity, Journal of Product & Brand Management, 16(3), s.188–199.
  • Harrigan, P., Soutar, G., Choudhury, M.M. ve Lowe, M. (2015), Modelling CRM in A Social Media Age, Australasian Marketing Journal, 23(1), s.27-37.
  • Hoffman, D.L. ve Fodor, M. (2010), Can You Measure The ROI Of Your Social Media Marketing?, MITSloan Management Review, 52(1), s.40-50.
  • Huang, Z. ve Xu, B. (2015), Value Creation Of Web Visibility In The Financial Industry, Proceedings of 19 th ISERD International Conference, Kyoto, Japan, 13 th November, ISBN: 978-93-85832-41-3
  • Keller, K.L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), s.1-22. https://doi.org/10.2307/1252054
  • Keller, K.L. (2001), Building Customer-Based Brand Equity: A Blueprint For Creating Strong Brands, Marketing Management, 10, s.15-19.
  • Keller, K.L. ve Lehmann, D.R. (2003), How Do Brands Create Value?, Marketing Management, 12 (3), s.26–31.
  • Keller, K.L. ve Lehmann, D.R. (2006), Brands and Branding: Research Findings and Future Priorities, Marketing Science, 25, s.740-759.
  • Kim, A.J. ve Ko, E. (2012), Do Social Media Marketing Activities Enhance Customer Equity? An empirical study of luxury fashion brand, Journal of Business Research, 65, s.1480-1486.
  • Kim, S., Koh, Y., Cha, J. ve Lee, S. (2015), Effects of Social Media on Firm Value For U.S. Restaurant Companies, International Journal of Hospitality Management, 49. DOI:10.1016/j.ijhm.2015.05.006
  • Kucharska, W. (2015), Image as A Key Factor of Brand Value at Social Media, Logistyka, (2, CD 2), s.1256-1265.
  • Lea, B.R., Yu, W.B., Maguluru, N. ve Nichols, M. (2006), Enhancing Business Networks Using Social Network Based Virtual Communities, Industrial Management & Data Systems, 106(1), s.121-138.
  • Lim, J.S., Pham, P. ve Heinrichs, J.H. (2020), Impact of Social Media Activity Outcomes on Brand Equity, Journal of Product & Brand Management, 29(7), s.927-937. https://doi.org/10.1108/JPBM-03-2019-2298
  • Luo, X., Zhang, J. ve Duan, W. (2013), Social Media and Firm Equity Value, Information Systems Research, 24(1), 146-163
  • Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. ve Zhang, M. (2013), Managing Customer Relationships İn The Social Media Era: Introducing The Social CRM House, Journal of Interactive Marketing, 27(4), s.270-280. https://doi.org/10.1016/j.intmar.2013.09.008
  • O’Connor, A. J. (2013), The Power of Popularity: An Empirical Study of the Relationship Between Social Media Fan Counts and Brand Company Stock Prices, Social Science Computer Review, 31(2), s.229-235. https://doi.org/10.1177/0894439312448037
  • Pantelidis, I. S. (2010), Electronic Meal Experience: A Content Analysis of Online Restaurant Comments, Cornell Hospitality Quarterly, 51(4), s.483-491. https://doi.org/10.1177/1938965510378574.
  • Parent, M., Plangger, K. ve Bal, A. (2011), The New WTP: Willingness to Participate, Business Horizons, 54(3), s.219-229. Schivinski, B. ve Dabrowski, D. (2016), The Effect Of Social Media Communication On Consumer Perceptions Of Brands, Journal of Marketing Communications, 22(2), s.189-214. DOI: 10.1080/13527266.2013.871323
  • Schultz, D.E. ve Peltier, J. (2013), Social Media’s Slippery Slope: Challenges, Opportunities and Future Research Directions, Journal of Research in Interactive Marketing, 7(2), s.86-99.
  • Shaikh, A. A., Glavee-Geo, R., Tudor, A.-G., Zheng, C. ve Karjaluoto, H. (2018), Social Network Brand Visibility (SNBV): Conceptualization and Empirical Evidence. In J. Agarwal, ve T. Wu (Eds.), Emerging Issues in Global Marketing: A Shifting Paradigm, s.149-178. Springer International Publishing. https://doi.org/10.1007/978-3-319-74129-1_6
  • Simon, C.J. ve Sullivan, M.J. (1993), The Measurement and Determinants of Brand Equity: A Financial Approach, Marketing Science, 12, s.28-52. https://doi.org/10.1287/mksc.12.1.28
  • Smith, A.N., Fischer, E. ve Yongjian, E.C. (2012), How Does Brand-Related User-Generated Content Differ Across YouTube, Facebook, and Twitter?, Journal of Interactive Marketing, 26(2), s.102-113.
  • Stephen, A.T., ve Galak, J. (2009), The Complementary Roles of Traditional and Social Media in Driving Marketing Performance, INSEAD Working Paper, (52/MKT) https://flora.insead.edu/fichiersti_wp/inseadwp2009/2009-52.pdf
  • Stephen, A.T., ve Galak, J. (2012), The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace, Journal of Marketing Research, 5, s.624-639.
  • Tajvidi, R. ve Karami, A. (2017), The Effect Of Social Media On Firm Performance, Computers in Human Behavior, https://doi.org/10.1016/j.chb.2017.09.026
  • Uyar, A., Boyar, E. ve Kuzey, C. (2018), Does Social Media Enhance Firm Value? Evidence from Turkish Firms Using Three Social Media Metrics, The Electronic Journal Information Systems Evaluation, 21(2), s.131-142.
  • Vargo, S.L. ve Lusch, R.F. (2008), Service-Dominant Logic: Continuing The Evolution, Journal of the Academy of Marketing Science, 36(1), s.1-10.
  • Wang, F. ve Vaughan, L. (2014), Firm Web Visibility and its Business Value, Internet Research, 24(3), s.292-312. https://doi.org/10.1108/IntR-01-2013-0016
  • Xueming L., Zhang, J. ve Duan, W. (2012), Social Media and Firm Equity Value, Information Systems Research, 24(1), s.146-163.
  • Yanga, A. ve Kent, M. (2014). Social Media and Organizational Visibility: A sample of Fortune 500 corporation, Public Relation Review, 40, s.562–564.
  • Yazdanparast, A., Joseph, M. ve Muniz, F. (2016), Consumer Based Brand Equity In The 21st Century: An Examination of The Role of Social Media Marketing, Young Consumers, 17(3), s.243-255. https://doi.org/10.1108/YC-03-2016-00590
  • Ye, Q., Law, R. ve Gu, B. (2009), The Impact of Online User Reviews on Hotel Room Sales, International Journal of Hospitality Management, 28, s.180-182. https://doi.org/10.1016/j.ijhm.2008.06.011
  • Yoo, B., Donthu, N. ve Lee, S. (2000), An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28, s.195-211. https://doi.org/10.1177/0092070300282002
  • Zhu, F. ve Zhang, X. (2010), Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics, Journal of Marketing, 74, s.133-148.
There are 48 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Yusuf Volkan Topuz 0000-0003-4005-2916

Project Number -
Publication Date July 31, 2022
Submission Date March 28, 2022
Published in Issue Year 2022 Volume: 22 Issue: 2

Cite

APA Topuz, Y. V. (2022). SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME. Abant Sosyal Bilimler Dergisi, 22(2), 620-631. https://doi.org/10.11616/asbi.1094526
AMA Topuz YV. SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME. ASBİ. July 2022;22(2):620-631. doi:10.11616/asbi.1094526
Chicago Topuz, Yusuf Volkan. “SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME”. Abant Sosyal Bilimler Dergisi 22, no. 2 (July 2022): 620-31. https://doi.org/10.11616/asbi.1094526.
EndNote Topuz YV (July 1, 2022) SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME. Abant Sosyal Bilimler Dergisi 22 2 620–631.
IEEE Y. V. Topuz, “SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME”, ASBİ, vol. 22, no. 2, pp. 620–631, 2022, doi: 10.11616/asbi.1094526.
ISNAD Topuz, Yusuf Volkan. “SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME”. Abant Sosyal Bilimler Dergisi 22/2 (July 2022), 620-631. https://doi.org/10.11616/asbi.1094526.
JAMA Topuz YV. SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME. ASBİ. 2022;22:620–631.
MLA Topuz, Yusuf Volkan. “SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME”. Abant Sosyal Bilimler Dergisi, vol. 22, no. 2, 2022, pp. 620-31, doi:10.11616/asbi.1094526.
Vancouver Topuz YV. SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME. ASBİ. 2022;22(2):620-31.
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