Business & Management Studies: An International Journal

Yazarlar: Buket BORA SEMİZ, Ezgi ZENGİN

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Özet: Today, one of the most impressive factors of the purchasing decision-making process that buying is shifting from traditional to the internet is undoubtedly social media phenomenons. It is possible to see the effects of social media phenomenons at every stage of the purchasing decision process. The aim of this study is to reveal the role of social media phenomenons in purchasing decision process. In this context, data were collected from 448 people via questionnaire method by convenience sampling method in various social media environment So ever the internet between 15 May and 1 June 2019. According to the results of the research, the reasons why the participants follow social media phenomenons are in the top three, having fun, having information about various subjects and wondering. On the otherhand, the characteristics they expect in social media phenomenons should be sincere, have the power to influence and be interesting. Clothing and cosmetic products are the most frequently purchased items that are influenced by social media phenomenons. In addition, another finding that emerged as a result of there search is that perceptions towards social media phenomenons are effective in purchasing decision process.

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