1. İAÜ Açık Erişim
  2. Enstitüler -- Institutes
  3. Sosyal Bilimler Enstitüsü -- Institute of Social Science
  4. Tezler -- Thesis
Please use this identifier to cite or link to this item: http://hdl.handle.net/11547/7383
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dc.contributor.authorEL KEDRA, ANA-
dc.date.accessioned2021-04-26T11:10:50Z-
dc.date.available2021-04-26T11:10:50Z-
dc.date.issued2021-
dc.identifier.urihttp://hdl.handle.net/11547/7383-
dc.description.abstract.tr_TR
dc.description.sponsorshipDigital content marketing is a wide field with different tools that offers great opportunities for company to build its business, connect with customers, and engage them in promoting brand awareness, increasing loyalty, and revenue. The purpose of this study is to understand the impact that digital content marketing has on increasing brand awareness, and to examine the extent of mediating role of social media and customer engagement in that impact. In order to achieve these objectives, the study develops theoretical framework based on literature review of existing theories which include the components of the study: digital content marketing, brand awareness, social media, and customer engagement. And, in order to complete the empirical part of research, a questionnaire has been designed and the total of 398 customers of Starbucks Company in Istanbul shared their opinions about the relations and impacts of the components in the research topic. After that, the data collected from the survey was analyzed by using SPSS (Statistical Package for the Social Science). The results indicate that digital content marketing has significant effect on brand awareness. The effects of both social media and customer engagement on brand awareness are significant too, but the direct effect of digital content marketing on brand awareness is greater than their total indirect mediating effect on brand awareness. These results help the researcher to develop recommendations and suggestions for better using the opportunities of digital content marketing in increasing brand awareness and achieving the company's goal through different tools.tr_TR
dc.subjectDigital content marketingtr_TR
dc.subjectsocial mediatr_TR
dc.subjectöylemtr_TR
dc.subjectcustomer engagementtr_TR
dc.subjectbrand awarenesstr_TR
dc.subjectmediationtr_TR
dc.titleTHE IMPACT OF DIGITAL CONTENT MARKETING ON BRAND AWARENESS THROUGH SOCIAL MEDIA AND CUSTOMER ENGAGEMENT: A CASE STUDY OF STARBUCKS IN ISTANBULtr_TR
dc.typeThesistr_TR
Appears in Collections:Tezler -- Thesis

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