Özet:

Digitalization has not only changed the way of doing business but has also affected people's lifestyles. Consumers spend a considerable amount of time on social media applications. Businesses, which have to carry their activities to every environment where the consumer exists, are actively involved in e social media. In this study, qualitative analysis was applied on teachers to investigate the effects of social media on consumer behavior. In the study, which divides consumer behavior into two different dimensions as hedonic value and utilitarian value, users' attitudes towards social media were examined in three dimensions as ease of access, resource reliability and resource attractiveness. The results of the research show that teachers mostly adopt consumer behavior that considers "utilitarian value" in social media tools and consumption habits. It is concluded that as the reliability level of the source increases for the participants, the attractiveness of the source increases at the same rate. When the concepts of dependency and loyalty are analyzed, it is seen that the concept of loyalty is related to resource security and ease of access. It has been observed that consumers show loyalty in the consumption process as they trust the relevant social media source and as the ease of access to the social media channel increases.

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