Özet:

Today, briskly developing technology have constantly provided the development of communication tools with changing demands and needs. The most important component of these tools is the increasingly popular social media in recent days. Social media is a new virtual media in which users can express themselves freely and connect with each other by establishing various relationships with each other. In this world, it is possible with branding the differentiation from their competitors of businesses that want to succeed in and taking place in consumers' minds. Not only branding affects the consumption patterns and shopping trends of the individuals who form the society, but also it determines the product development and sales/marketing strategies of the enterprises. The preferences for buying branded product of consumers can symbolically and functionally be examined in twofold dimensions in terms of both product and brand. Thus, buying behaviour is affected by the demographic, psychological, sociological, cultural and situational characteristics of the targeted consumer mass as well as the quality of goods and services. In a large part of society, branded product preferences become more apparent on buying behaviours; it is being tried to improve new forms of consumption and buying behaviours through mental orientation and control mechanisms such as advertising, promotional activities.

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