TÜKETİCİ DAVRANIŞLARININ ŞEKİLLENMESİNDE SOSYAL MEDYA, BİLİŞSEL UYUMSUZLUK VE TÜKETİCİ SİNİZMİ ETKİLEŞİMİ: KAVRAMSAL BİR DEĞERLENDİRME

Year 2025, Volume: 9 Issue: 2, 147 - 185, 31.12.2025

Ebubekir Işık , Mehmet Gökerik

https://doi.org/10.7596/jebm.1782685

Abstract

Bu derleme çalışmada, dijital çağın etkili araçlarından biri olan sosyal medyanın tüketici davranışları üzerindeki etkileri incelenmiş; özellikle bilişsel uyumsuzluk ve tüketici sinizmini azaltıcı rolü kavramsal düzeyde ele alınmıştır. Sosyal medya, tüketicilerin ürün, marka ve hizmetlere dair bilgiye çok kaynaklı şekilde ulaşmasını sağlayarak karar süreçlerindeki belirsizlikleri azaltmakta, böylece bilişsel tutarsızlık ve pişmanlık hissini hafifletmektedir. Kullanıcı yorumları ve karşılaştırmalı içerikler, tüketicilerin daha bilinçli ve güvenli kararlar almasına katkı sunmaktadır. Ayrıca, sosyal medyada şeffaflığa dayalı iletişim ve marka etkileşimi, tüketici sinizmini zayıflatarak güven temelli ilişkileri desteklemektedir. Bu yönüyle sosyal medya, tüketici psikolojisinde dengeleyici bir rol üstlenmektedir.

Keywords

Sosyal Medya , Tüketici davranışları , Bilişsel Uyumsuzluk , Tüketici Sinizmi

THE INTERACTION OF SOCIAL MEDIA, COGNITIVE DISSONANCE, AND CONSUMER CYNICISM IN SHAPING CONSUMER BEHAVIOR: A CONCEPTUAL EVALUATION

Abstract

This review study examines the impact of social media—one of the most influential tools of the digital age—on consumer behavior, with a particular focus on its role in reducing cognitive dissonance and consumer cynicism. Social media enables consumers to access diverse and direct information about products, brands, and services, thereby reducing uncertainty in decision-making and alleviating feelings of inconsistency and regret. User reviews and comparative content contribute to more informed and confident consumer decisions. Moreover, transparency-based communication and interactive engagement with brands on social platforms help weaken consumer cynicism and foster trust-based relationships. In this context, social media functions not only as a marketing and communication tool but also as a stabilizing factor in consumer psychology.

Keywords

Social Media , Consumer Behavior , Cognitive Dissonance , Consumer Cynicism

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