When you satisfy and moving for a getting share from market, consumers supply is an effective on purchasing behaviors for getting well for your consumers needs. On the other hand, the most difficult issue is brand’s social attitudes will be also an effective and in terms of consumers determination, that attitudes are without tangible and measurable. Social marketing practices that realize by brand may be effect some groups in cultural, individual in the market and these practices are out of the getting values to beneficial for all people in this process. Also, the purpose of this research’s process is ‘detecting the social marketing impacts on purchasing behavior of consumer’. In fact, other determination about this research is ‘targeting role of brand love’s mediation’. To this end, there were 331 people were joined this research. Results were collected with online survey method. In result of this research, social marketing practices had positive effects on purchasing behavior of consumer. At the same time, brand love has been determined effective partly through between social marketing practices and purchasing behavior of consumer in this relation of research process.

ri ve aracılık etkisinin tespiti için yapısal eşitlik modellemesi kullanılmıştır. Araştırma sonucunda; sosyal pazarlama uygulamalarının tüketicilerin satın alma davranışları üzerinde pozitif yönde anlamlı etkileri olduğu gözlemlenmiştir. Aynı zamanda marka aşkının; sosyal pazarlama uygulamaları ile tüketicilerin satın alma davranışları arasındaki ilişkide kısmi aracılık etkisine sahip olduğu belirlenmiştir.