Özet:

Today, businesses find themselves in the middle of intense and fierce competition. In such a competitive situation, close observation of consumer behavior, identification of marketing strategies accordingly by determining new factors that affect the consumer behavior will increase the success in to consumer levels. As in the every aspect of life, the rapid changes in the internet technology affects the consumers’ consumption behavior. Social media is defined as an online atmosphere in which users express themselves better, interact with each other and share ideas and opinions. In today’s world, 278.000 tweets are sent, 684,478 content shares are done Facebook, 2 million web searches are done in Google, , shoping worth of 83.000 dolar are done. It’s an inevitable fact that consumers that appear on social media with the increase in the time spent in social media. So, in today’s world in which competition is densely felt, social media networking emerges as an indispensable marketing tool for businesses. The purpose of this study is to identify the role of social media, which is one of the factors affecting consumer behavior. For this purpose consumer perception will be examined and the effect of social media a consumer behavior will be studied. To measure the effectiveness of this method, the students of the faculty of Economics and Administration Science will be applied the survey method, one of the quantitative methods, by using this data will be collected and obtained data will be analyzed statistically by using SPSS package programe.

Anahtar Kelimeler: