SOSYAL MEDYADA SATIN ALMA NİYETİNİN DEMOGRAFİK ÖZELLİKLER AÇISINDAN İNCELENMESİ

Abstract

The excessive presence of social media in people’s daily lives causes companies to realize their marketing strategies on social media. Analyzing the purchasing intentions of consumers on social media is important for both companies and marketers. In addition, whether there are differences in the purchasing intentions of consumers in terms of demographic characteristics adds depth to the subject. Therefore, the purpose of the study is to examine the purchasing intentions of consumers in social media in terms of demographic characteristics. Although there are various studies in the literature to measure the purchasing intentions of consumers on social media, it is seen that there are not many studies examining purchasing intentions in terms of demographic characteristics. For this reason, it is thought that the research will provide a prediction in terms of the demographic characteristics of the consumers who shop on social media and thus contribute to the marketing field. Therefore, the study aims both to contribute to the literature by adding new findings and to the managers who need new information in this sense. In the study, which was initiated for this purpose, face-to-face survey technique with the participants was used as one of the quantitative research methods in order to access the data first-hand. The differences between the purchasing intentions of the consumers according to the demographic characteristics of the consumers were tried to be determined through the surveys conducted with 818 people using social media applications (Instagram, Facebook, Twitter). The data were analyzed using the T-test and ANOVA tests in the SPSS statistical program. As a result of the analysis, it was found that purchase intentions differ significantly according to the income levels of the participants; It was determined that there was no significant difference in terms of gender, age, profession and education levels.