The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and significant indirect effect on brand loyalty and purchase intention through brand image. Also, the direct effects of brand image on satisfaction, brand loyalty and purchase intention were found to be a significant and indirect effect of brand image on WOM and purchase intention through brand loyalty is significant. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM and purchase intentions of consumers in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to have substantial effects on WOM and purchase intention. Also, by using the theory of gender socialization, it is examined whether the whole model changes according to gender. Managerial and theoretical implications, limitations and recommendations regarding the study are presented.