Özet:

With the rapid development of communication technology, young population growth and the change of generations, the concept of social media has recently been added to the concept of traditional media. As a result of the rapid development of computers, tablets and mobile phones, being in touch with the world at any time seems to have succeeded in bringing the concept and power of social media to traditional media in recent years. Instead of the traditional media where communication is one-way and the message is transmitted from the sender to the recipient, social media, which has two-way and interaction, is more important day by day. The subject of this study is related to the study of “the impact of social media on consumer buying behavior.” In this study, the concept of social media and social media tools were first discussed; then consumer behavior, processes affecting this behavior and models of consumer behavior were explained; finally, the effect of social media on consumer buying behavior was examined. 

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