THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE PROCUREMENT PROCESS
SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ SATIN ALMA SÜRECİNE ETKİSİ

Author : Ulvi ALİLİ -- Gülmira KERİM
Number of pages : 376-387

Abstract

Consumption in modern society, as a result of globalization processes, the emergence of new social classes and the creation of technological innovations are related to the social changes leading to the increase of the population. Today, modern society is trying to increase its social importance through consumption and to improve its social role. Today, social media has become a part of every human life. Social Media Marketing (SMM) is one of the strongest developments in trade history. This special technical revolution over the past decade has revolutionized traditional marketing approaches and has put marketers into a new era. SMM puts consumers back at the heart of the business world and offers new tools for marketers to interact with consumers and integrate them into brands through innovative ways. Therefore, this research aims to investigate how social media marketing affects consumer purchasing behavior. Examining the relationship between Consumer Behavior Decision Making process with Social Media Marketing is an important issue for Turkey. Therefore, an empirical study was conducted. It measures whether empirical work services are successful among social media users.

Keywords

Social Media, Marketing, Consumer Behavior

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