RELATIONSHIP BETWEEN SOCIAL MEDIA AND CONSUMER BEHAVIORS: A RESEARCH ON SOCIAL MEDIA USERS IN TURKEY
SOSYAL MEDYA ve TÜKETİCİ DAVRANIŞLARI İLİŞKİSİ: TÜRKİYE’DEKİ SOSYAL MEDYA KULLANICILARI ÜZERİNE BİR ARAŞTIRMA

Author : Özlem ÇETİNKAYA BOZKURT -- G. Tuğçe SÖYLEYİCİ
Number of pages : 36-54

Abstract

The purpose of this research is revealing the relationship between consumers’ behavior on before and after purchasing and social media while revealing the whether consumers’ behavior is changeable according to demographic variables. The research was conducted on social media users in Turkey. To collect data which is related to research, questionnaire method was used. While forming question set, scale which was used by İşlek (2012) was utilized. Data which were get from 425 social media users were analyzed with statistical program which is appropriate to goal. Reliability analysis, factor analysis and descriptive analysis were used as well as independent sample t-test which was for understand that whether the consumers’ before and after purchasing behavior differ according to gender, age and educational level. Therefore, statistically meaningful difference was found between consumers’ before and after purchasing behavior in social media and variables which are age and educational level. In addition, after purchasing behavior in social media become dissimilar according to gender variable and impact of social media usage on purchasing process differs with respect to educational level.

Keywords

Social Media, Social Media Marketing, Consumer Behavior

Read: 1,709

Download: 645