THE EFFECT OF SOCIAL MEDIA USAGE ON PURCHASING BEHAVIORS: A RESEARCH AT UŞAK UNIVERSITY

Abstract

In the globalized world, Internet usage has increased with the developing technology. The use of social media, which has become widespread with the Internet, has become a new marketing field where producers and consumers meet. The high number of alternatives and the increase in the competition led enterprises to develop consumer-centered policies. The content in social media, which allows consumers to reach more easily, affects consumers and affects consumers' purchasing decisions. The aim of this research is to reveal the frequency of social media usage of university students and their effects on purchasing behaviors. The study was carried out by using face-to-face questionnaire technique to Uşak University students (225) and the data were analyzed by SPSS program. 13 hypotheses were developed under three different headings. It was found that consumers’ buying function is that the use of social media does not differ according to the demographic variables; however, the purchase of purchases was only revealed when social media behaviors differ according to the time spent on social media (H7). In addition, the social media used in the acquisition affected the social media (H11). Finally, it was concluded that there was a significant relationship between social media behaviors before and after the purchase (H13). Consumers and firms should learn their roles in social media and propose correct procurement and product promotion methods accordingly. Information was obtained to disseminate and to neutralize the purchasing behavior of the social media, and to present ideas about management and marketing strategies.