Özet:

Rapidly developing technology and widespread use of the internet have made social media indispensable. In recent years, commercial enterprises have been using social media effectively in activities such as product or service promotion, advertising and mutual communication. Positive or negative comments made by users through social media platforms affect consumer behavior. This study was conducted to investigate the effects of social media on consumer behavior of students studying at a public university. The participants consist of 412 students from different faculties and vocational schools of the same university. Data were collected using the “Impact of Social Media on Consumer Attitudes” questionnaire. As a result of the research, it has been observed that social media has an impact on consumer behavior, businesses use social media extensively to influence the behavior of consumers, participants are influenced by advertisements in social media and they are influenced by social media in the product / service purchase process. In this context, results and recommendations were created in line with the impact of social media on participants and consumers.

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