Abstract:

Purpose: The effects of marketing strategies established by taking advantage of the power of impressive people on social media platforms have been remarkable in recent years. With the use of social media influencers / phenomena, the importance of phenomena use strategies and goals under the name of "Influencer marketing" of companies that want to transmit messages about their products and brands to consumers is also highlighted. Therefore, the aim of the study is to study the effects of social media phenomena considered impressive on social media on consumers’ intention to buy from the demographic characteristics of consumers. Method: In the study, quantial research methods used survey technique. A survey of 818 people using social media applications has been attempted to identify the differences between the demographic characteristics of consumers’ intentions to buy. The data was analyzed through the SPSS statistical analysis program through the T-Test and ANOVA tests. Results: The demographic characteristics of consumers differ within the scope of their intentions to purchase through social media. The study also found that the hypotheses tested 3 hypotheses were not supported and 2 hypotheses were supported. With regard to the supported hypotheses, there have been significant differences between consumers’ educational levels and income levels and their intentions to buy. Discussions: It is noted that there is little research on the intentions of consumers to buy; the demographic characteristics they have. Social media studies have tried to measure the intention of buying through consumer behavior and have shown that there are few studies. As the study contributes to this area, it is believed that it will also provide a forecast for the research of consumers on social media with different aspects. The study, which will be added to literature with new perspectives, is expected to guide both in the real sector and academics who want to work in this field.

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