THE IMPACT OF SOCIAL MEDIA AND DIGITAL MARKETING ON BRAND AWARENESS AND PURCHASING BEHAVIOR OF MILLENNIALS IN ISTANBUL

Abstract

Purpose- This study aims to investigate the impact of social media and digital marketing on brand awareness and purchasing behavior of millennials residing in Istanbul. The research focuses on how digital platforms, particularly social media, influence consumer perceptions, shape buying decisions, and foster brand loyalty among this key demographic. Methodology- A quantitative research approach was utilized, employing a structured online questionnaire distributed among 403 millennials in Istanbul. Data collection was based on validated scales measuring perceived product quality, product perception, brand recall, brand recognition, and purchasing behavior. The data were analyzed using descriptive statistics, correlation, and multiple regression analysis through SPSS version 21 to determine the relationship between brand awareness measures and purchasing behavior. Findings- The results reveal that perceived product quality, product perception, brand recall, and brand recognition all have a significant positive impact on the purchasing behavior of millennials. The analysis showed no significant differences in purchasing behavior according to gender, age, or education. The findings highlight that millennials are highly influenced by digital marketing strategies and social media campaigns, which enhance brand awareness and drive purchase decisions. Conclusion- The research concludes that social media and digital marketing play a critical role in shaping brand awareness and influencing the purchasing decisions of millennials. Brands that focus on effective digital marketing strategies and active social media engagement are more likely to increase customer loyalty and boost sales among this demographic. The study suggests that digital marketers should develop creative and targeted content, collaborate with influencers, and leverage data analytics to further enhance engagement with millennials.

Keywords

• Social media
• digital marketing
• brand awareness
• purchasing behavior
• brand recall

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