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Consumer Behavior and Social Media Marketing: A Research on University Student

Author

Listed:
  • Narcı, Muhammed Talha

    (İstanbul Sabahattin Zaim University)

Abstract

Social media sites are the most time spent areas in recent years with the services what they provide and the number of users is rapidly increasing. Thanks to a large number of social media users, companies turn to this field, and through this, firms can reach more people by carrying out promotion and marketing activities. On the other hand, social media sites enable consumers to gather information about their needs and they can directly communicate with companies about the products and services via social media accounts. In this study social media marketing and consumer purchasing decision have been studied. Aim of the research is to determine the effects of the social media marketing on consumer’s purchasing decision process. In the first part of the study, the issues social media and social media marketing and in the second part, the concept of consumer’s purchasing has been explained in the third part, the effect of social media marketing on consumer purchasing decision has been examined using statistical methods. To analyze the relationship, the questionnaire is applied 384 university students who use social media and shop online. The data obtained from the questionnaire application has been analyzed. According to the results of the survey, it was seen that marketing activities in social media affected consumers' purchasing decisions. It has also been observed that individuals are affected by post-purchase behavior that is affected by marketing activities in social media. In the fourth part, the last part of the study, the study was summarized.

Suggested Citation

  • Narcı, Muhammed Talha, 2017. "Consumer Behavior and Social Media Marketing: A Research on University Student," Bulletin of Economic Theory and Analysis, BETA Journals, vol. 2(3), pages 279-307, July-Sept.
    • Handle: RePEc:ris:betajl:0017
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Omer ZEYBEK & Erginbay UGURLU, 2014. "Nowcasting Credit Demand in Turkey with Google Trends Data," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 1(1), pages 333-340, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social Media; Social Media Marketing; Consumer; Consumer Behavior; Purchasing Decision;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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