ISSN:2149-8598

The Effect of Social Media on Purchasıng Behavıor: The Case of Hıtıt Unıversıty Students


Internet, which is used in most areas of life, has changed the structure of shopping in recent years and has been effective in spreading e-commerce sites. With the widespread use of e-commerce and social media, the importance of consumer perception in social media marketing activities (SMMA) has emerged. The aim of this study is to determine the effect of SMPF on purchasing behaviors. The aim of this study is to determine the effect of SMPF on purchasing behaviors. In order to achieve this aim, a questionnaire was applied to 279 students from Hitit University Vocational School of Social Sciences. The obtained data were analyzed by exploratory factor analysis method. As a result of the factor analysis, a 3-factor structure explaining 70,463% of the total variance was obtained. These factors were called informatics, fashion and Word-of-Mouth. It can be stated that university students do not have enough information about social media and e-commerce and they are open to being affected.


Keywords


Social Media, Hitit University, Marketing, Purchasing Behavior.

Author : Kevser Buran - Güngör KARAKAŞ - Şule EREN
Number of pages: 975-982
DOI: http://dx.doi.org/10.29228/javs.39955
Full text:
Journal of Academic Value Studies (JAVStudies)
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