مرکز منطقه ای اطلاع رساني علوم و فناوري - DETERMINING THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR

Abstract :

A new period has started with the invention of computers and internet. Managers need to find a new alternative marketing channel in order to take the advance of rivalry due to the fact that the consumer pass their times on net mostly and speak on the subjects such as their experiences, complaints, pleasure. Social media; with the introduction of web 2.0 to consumer, is a media system that is transfer to double – sides and simultaneous information sharing from one way information sharing. The ratio of use of social media tools fall day goes by people to pay more attention to the area and a huge increase in the number of users seems. This has led to the emergence of a new marketing approach. According to the survey results the majority of consumers are affected by what is said on social media in the product. This makes it even more important for social media companies. This study was performed to determine the relationship between social media use and consumer behavior. Literature of the first social media and consumer behavior have been made under this objective. Studies from many provinces of Turkey to consumers using social media via the 20-question survey was administered. The survey results are analyzed by IBM SPSS 20 program, and interpreted the results of the analysis is supported by the results of the study hypothesis. A sampling of 350 people made. Survey results were supplemented with frequency and t test analysis and interpretation.