Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 64-68)

ABSTRACT
Social media platform has come out and developed unceasingly during last 20 years.
Therefore, a lot of huge corporations and advanced firms have attempted to switch
their business processes enormously because social media played significant role
between consumers and companies. In this regard, lots of organizations mainly
concentrated on the utilization of the social media in their business sphere due to the
social media platform has huge influence on the corporations’ brand prestige. In this
study is primarily focused on iPhone corporations the particular reason for
circumstance their increasing market share price and overwhelming brand reputation
for last 20 years all over the world. These two countries have selected for the analysis
because of the soaring demand of social media and iPhone smartphones in Turkey and
Azerbaijan.
To understand the exploration purposes, the primary ideas of the review, containing
social media and brand reputation are characterized in this investigation. As social
media is considered as a virtual platform for creating, sharing, and achieving recent
scope about items for clients, the idea of brand recognition settled as the consumer oriented sensations about the features of a brand item. Moreover, during the decision making process consumers is made sense of by recognizing the periods of the relative
procedure.
The objectives of research have been accomplished in this concentrate by developing
a proper exploration procedure. In this study of the exploration methodology contains
the examination procedure, style, plan, information gathering, and investigation
interaction and exploration populace and inspecting technique. The examination kind
of the review is defined as illustrative in light of the fact that the exploration means for
making sense of whether social media influences the brand recognition of iPhone cell
phones in Turkey and Azerbaijan. The exploration plan of the review contains five
aspects, containing philosophy, approach, method, strategy, and time horizon.
One of the core outcomes of the information investigation process illustrate that there
is a positive correlation between social media and brand reputation of mobile phones
in Turkey and Azerbaijan, because of the social media, mobile phones is more
trustworthy, appealing, unforgettable, and alluring and adds to the brand image of the
cell phones. One of the significant signs of the study is that, there are many
advantageous sides of social media, which directly influence customers, while their
decision-making process, data search, estimation of potential options and post purchase behavior.
Keywords: Brand Reputation, Consumer Decision-Making Process, iPhone
Smartphone Social Media