THE ROLE OF SOCIAL MEDIA PHENOMENA IN REDUCING THE PERCEIVED RISKS OF CONSUMERS
SOSYAL MEDYA FENOMENLERİNİN TÜKETİCİLERİN ALGILADIKLARI RİSKLERİN AZALTILMASINDAKİ ROLÜ

Author : Gamat KARİMOV - Dursun YENER
Number of pages : 321-335

Summary

The study aims to determine the perceived risk factor in consumer behavior and the role of social media phenomena that have been followed by millions of young people in reducing perceived risks. The perceived risk factor is a psychological state that all consumers feel before performing the purchase action. The most important thing needed in reducing perceived risks is information. Consumers try to meet their information needs in different ways. People who are defined as a phenomenon in social media and have a high number of followers also have an important function in providing the necessary information in reducing perceived risks. In the research part of the study, data was collected from 400 people using face-to-face survey method using convenience sampling method. Participants consist of 400 students who have undergraduate and graduate education in different universities in Istanbul. The collected data were tested through the SPSS program.

Keywords

Perceived Risk, Social Media, Social Media Phenomena

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