The Effect of Hotel Businesses on Consumer Purchasing Behavior of Social Media Usage

Abstract

With the development of technology, the increasing use of the internet has started to increase the importance of social media platforms. In addition to personal users, businesses are now marketing their products and services via social media. For this purpose, a questionnaire was applied to consumers who are social media users and 401 questionnaires were obtained.Statistical techniques such as factor analysis, reliability analysis, arithmetic mean, standard deviation, Pearson correlation analysis and simple and multiple linear regression analysis were used in the analysis of the obtained data.As a result of the research, it was determined that there is a positive relationship between the social media usage efficiency of the hotel enterprises and consumer purchasing behavior.