Abstract:

In today’s world where information and communication technologies are rapidly developing and the world borders we live are reduced, the internet and social media have become one of the most important concepts for people’s daily life. This virtual environment in which millions of people from all over the world are interacting with each other, has also shown itself in the marketing field; companies have found the opportunity to promote their products faster and cheaper, to a wider audience. Consumers have the opportunity to review the products, read the comments of other users. Today, social media is a new and important factor that affects consumers’ purchase decisions. Members of the Z generation, formed by young people born in the information age and using social media intensely, are the most important group of generations that need to stand on. The increasing importance of social media for marketing work and the effective use of social media by members of the Z generation have made the social media and the Z generation’s association an important topic to be studied. In this study, the role of social media in the consumption and purchasing behavior of members of the Z generation was attempted to explore.

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