Özet:

In this study, generation concept is analyzed and social media was investigated by level of use varies according to generation in terms of marketing management and consumer behavior. The face to face survey conducted on 397 people from different generation. According to results; X-Y-Z generation that important tool grouping customer behavior, don’t show great difference for the purpose of social media, especially disappear difference “start communication, share the content, entertainment”. However, in terms of search, cooperation, maintain communication and initiate communication in social media, there have been found significantly difference among X-Y-Z generations. According to research results through social media it has been advising businesses in marketing activities.

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