Abstract:

The social media attracts interest to and consumers because it exists in all areas of the individual’s current life and offers various advantages. Companies use social media to significantly increase their marketing and communication potential in their sectors. Nowadays, with consumers sharing all their positive or negative experiences on social media, these posts are spreading with a viral speed, becoming effective in individuals’ buying decisions. People evaluate the ideas and advice of other consumers by doing research on social media before making a purchase decision. In this regard, a research model has been developed in order to determine the impact of lifestyle, fashion clothing interest and social media interest levels on consumer purchases and intention of oral to oral communication on consumers’ consumer preferences.