Abstract:

ABSTRACT Fashion is a conceptual expression of the desire of people to adapt to change, differentiation and time. It is also associated with more clothing at the same time. The fashion industry, which has become an industry today and has shaped consumer tastes, has been influenced by new forms of communication that the Internet has provided, like all other sectors. The fashion sector also offers its products not only through traditional distribution channels but also via the Internet. In this study, consumers' clothing preferences also questioned the convenience offered by the internet and social media platforms to consumers and the effects of these platforms on consumer preferences. To this end, the reasons for choosing social media platforms while buying individuals' fashion products and the effects on the selection of these platforms are emphasized. It has been tried to determine how much and why they prefer Facebook, Twitter, Instagram and Pinterest social media platforms on the Internet platforms. For this purpose, a questionnaire consisting of twenty two questions about the purchase and preference of fashion products to various age groups was applied. The results of the questionnaires were evaluated by making statistical analyzes. It was used with descriptive statistics and t test in the survey results.

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