IMPACT OF SOCIAL MEDIA USAGE IN UNIVERITY STUDENTS? PURCHASE BEHAVIORS

Abstract

With technology moving at a great pace, the use of social media has become a rapidly expanding platform among individuals every day. Social media has expanded communications between consumers and businesses.The development of communication technologies has increased the consumers' use of social media.Thus, the effect of the social media on consumers' purchasing decision process has also started to increase. Especially social media is attracting great interest among young people and social media is one of the sources that affect the buying behaviors of the individuals.The purpose of this study is to examine the impact of social media usage on purchasing behavior.From this point of view, a face-to-face survey method was used with 364 students studying at a foundation university in Istanbul and it was determined that there is a positive relationship between university students' use of social media and buying behaviors as a result of applied regression analysis.In addition, social media pre-purchase behaviors are more effective than post-purchase behaviors.