The Effect of Brand Personality and Psychological Ownership of the Brands On Increasing Social Media Engagements of Brands

Basit Öğe Kaydı
dc.contributor.authorKara, Adnan
dc.contributor.authorNur, Nisa
dc.date.accessioned2026-02-28T11:58:04Z
dc.date.available2026-02-28T11:58:04Z
dc.date.issued2025
dc.departmentBayburt Üniversitesi
dc.description.abstractThis research aims to investigate the impact of brand personality and brand psychological ownership on enhancing brands' social media engagement. An online survey was distributed to the entire research population via email through Bayburt University's Student Affairs. Furthermore, the survey link was shared in WhatsApp groups to increase participation. Data collected from 408 participants, including Bayburt University staff, current students, and alumni, between April and June 2023, were analyzed using SPSS 24.0. The findings indicate that the sincerity and competence dimensions of brand personality have a significant positive effect on the interest dimension of social media engagement. However, the excitement and ruggedness dimensions of brand personality do not have a significant effect on the interest dimension. Additionally, the excitement dimension of brand personality has a significant positive effect on the support dimension of social media engagement. In conclusion, brand psychological ownership has a significant positive effect on both the support and interest dimensions of brands' social media engagement.
dc.identifier.doi10.29216/ueip.1635118
dc.identifier.endpage453
dc.identifier.issn2587-2559
dc.identifier.issue1
dc.identifier.startpage438
dc.identifier.trdizinid1309560
dc.identifier.urihttps://doi.org/10.29216/ueip.1635118
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1309560
dc.identifier.urihttps://hdl.handle.net/20.500.12403/5351
dc.identifier.volume9
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofUluslararası Ekonomi, İşletme ve Politika Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR-Dizin_20260218
dc.subjectBrand personality
dc.subjectpsychological ownership
dc.subjectsocial media engagements.
dc.titleThe Effect of Brand Personality and Psychological Ownership of the Brands On Increasing Social Media Engagements of Brands
dc.typeArticle

Dosyalar

Koleksiyon

TR-Dizin İndeksli Yayınlar Koleksiyonu