The Effect of Social Media on Consumer Behavior: An Application on University Students in Turkey

Abstract

The main purpose of thisresearch is to show how social media influence the consumption behaviors of university students in Turkey. This research is designed as a "screening model". Screening models are research approaches that aim to describe the past or present as it exists. It is tried to define an event, individual or object under investigation as it is and, as if it is within its own conditions. No attempt is made to change or influence them in anyway.
 Social media has provided new opportunities for consumers to socialize online. Consumers have thus made social media a part of their daily lives. The increasing number of social media users worldwide is one of the most important indicators of this. The general status of the Internet allows individuals to use social media from e-mail to Twitter and Facebook, and interact without the need for physical meetings. The purpose of this research is to assess the effect of social media on consumer behaviors of university students, who are themselves consumers and social media users. In conclusion, the aim is to investigate the effect of using social networks on the pre-purchase consumer behavior of university students in social media.