The Effects of Social Media on Consumer Behaviors and Its Importance for Firms

Abstract

In the world that has become digital with the development of technology, consumer behavior and habits also change in parallel with the change of communication network and channels. Social media marketing has gained importance as the time spent in online environments and the number of internet users has increased. In this way, firms had the opportunity to reach more consumers more easily and directly, while consumers had the opportunity to obtain information before purchasing, to compare products, to benefit from the experiences of other users, and to communicate directly and easily with the business after the purchase. In this context, this article aims to analyze the relationship between social media and consumer purchasing behavior. In the first part of the study, social media concept and tools, social media marketing and process are explained. In addition, use of social media in the world and in Turkey, is explained in a framework of a published digital report. In the second part of the study, consumer concept, consumer behavior, factors affecting consumer behavior and purchasing process are explained. In the last section, the impact of social media on consumer behavior and its importance for firms are evaluated in generic terms.