ROLE OF SOCIAL MEDIA ON PURCHASING BEHAVIOR OF CONSUMERS THROUGH DIGITAL MARKETING
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 5, Issue 5
Abstract
The impact of social media over consumers’ purchasing behaviors has been dramatically increased. Consumers’ commentaries, contentment or dissatisfaction on social media about a specific product or a service strongly affect the sales rate. On the other hand, the concept of digital marketing, which is predicated on mutual interaction of business enterprises and consumers have also attracted the attention of researchers nowadays. The aim of this research is to investigate the role of social media on purchasing behavior of consumers through digital marketing. Therefore, 383 social media users have been involved in the scope of this research.
Authors and Affiliations
Assistant Professor Dr. Onur KÖPRÜLÜ| Mersin University, Silifke School of Applied Technology and Management, Department of Business Information Management, Yeni Mahalle Kayraktepe Mevkii, Silifke, Mersin, TURKEY E-mail: onurkoprulu@gmail.com Phone: 0090 533 341 76 30 Fax: 0090 324 713 12 66, Assistant Professor Dr. İlter HELVACI| Mersin University, Silifke School of Applied Technology and Management, Department of Business Information Management, Yeni Mahalle Kayraktepe Mevkii, Silifke, Mersin, TURKEY E-mail: ilterhelvaci@gmail.com Phone: 0090 530 687 89 81 Fax: 0090 324 713 12 66, Teaching Assistant Dr. Mithat TURHAN| Mersin University, Silifke School of Applied Technology and Management, Department of Business Information Management, Yeni Mahalle Kayraktepe Mevkii, Silifke, Mersin, TURKEY E-mail: turhanmithat33@gmail.com Phone: 0090 506 627 69 47 Fax: 0090 324 713 12 66
Keywords
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