SOCIAL MEDIA AS A MARKETING TOOL; THE EFFECT OF SPORTS BRANDS ON SOCIAL MEDIA MARKETING MARKETING BEHAVIORS OF UNIVERSITY STUDENTS
BİR PAZARLAMA ARACI OLARAK SOSYAL MEDYA; SPOR MARKALARININ SOSYAL MEDYA PAZARLAMALARININ ÜNİVERSİTE ÖĞRENCİLERİ SATIN ALMA DAVRANIŞLARI ÜZERİNE ETKİSİ

Author : Ferit KARABAKAN
Number of pages : 402-418

Abstract

In the globalizing world with the intelligent production age Industry 4.0, the evolu-tion of digitalization continues to shape the world by accelerating. It is stated that the importance of new marketing strategies developed in the digita-lizing world has increa-sed even more. In the light of this information, it will be useful to investigate the effect of social media marketing on consumer bu-ying behavior in terms of resource creation in this field. The aim of this rese-arch is to determine the effects of social media marketing of sports brands on the buying behaviors of sports science students. General screening model was used in the study. The population of the students of the Faculty of Sport Sci-ences Research located in Turkey, sample forms the 2018-2019 academic year stud-ying at Marmara University, Istanbul University with 300 students of the faculty of sports science. The questionnaire was used as the data collec-tion tool and SPSS 24.0 program was used for the analysis of the collected da-ta. Research results; Determining the effects of social media marketing on consumer buying behaviors and learning how consumers approach social me-dia marketing, being a source for future studies, and un-derstanding the value of sports and digital marketing are important.

Keywords

Marketing, Sports, Digital Marketing

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