Ekonomi ve Yönetim Araştırmaları Dergisi

Yazarlar: Murat ESEN, Tolga ŞENTÜRK, Necla ÇETİNOĞLAN

Konular:-

Anahtar Kelimeler:Marketing,Social Media,Consumer Behavior,Purchasing Decision

Özet: Today's consumers are experiencing a process in which the developments in the field of information are intense, and that is changes in all areas of social, cultural, economic and political life move at a dizzying pace, and is open to affecting and being affected. This process causes that many value judgments and traditional ideas and practices to change, especially with the internet getting into people's lives. The most important of these changes is that the social media has become a phenomenon. Intensive efforts have been settled to be made so that this phenomenon can be used as a marketing tool as businesses realize the power of social media. Also, target group’s level of influence from social media and their behavioral tendencies has been one of the topics that attract the attention of researchers under the title of social media marketing. This study was conducted in order to reveal the experiential dimensions of social media marketing and to investigate the effect of these dimensions on customer purchasing behavior. In this research, it has been found that the sample is homogeneous in each one of the socio-economic and demographic variables. Therefore, developing a general social media advertisement strategy may be more cost efficient and reduce time waste for those corporations

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