Abstract:

In the framework of today’s life practices, rapidly transformed human life, “digitalization” gains dominant character. The consumption activity that arises as an extension of persuasion processes occurs mainly through mediation and digitalization with this technology. Technological management strategies have gained domination throughout all of today’s production, marketing, distribution and consumption processes. The technology and tools that gain flexibility in human life have made it easier to capture every moment of the individual’s life. The individual, communication and interaction processes have taken a state mainly technology-focused. The area of interaction for the individual that is getting closer to the surrounding is the virtual world that is built on social media. This virtual world also plays a key role in the individual’s purchasing and consumption activity. As the magical scene of the world of products, virtual environments reveal the mistake that the consumer can reach whatever he wants whenever he wants. The sales, marketing and advertising industries are also located in the face of the individual consuming in the virtual world. The social media in which the brands show size moves the individual to the position of re-producer/transporter/distributor through both consumer and sharing. In this context, it is important to deal with the transformation of the individual consuming in today's world, which is surrounded by technology and becomes important.