Sosyal medyanın Türkiye'deki e-ticaret satın alma davranışları üzerindeki etkisi

Abstract

Sosyal medyanın e-ticarete artan katılımı nedeniyle, tüketici satın alma davranışında da dikkat çekici bir değişim yaşanmaktadır. Bu çalışmanın amacı, e-ticaret satın alma davranışını etkileyen faktörleri incelemek ve sosyal ticaret bağlamında demografik gruplar arasındaki farklılıkları karşılaştırmaktır. Araştırma, Türkiye'den 407 sosyal medya kullanıcısıyla çevrimiçi anket yöntemi kullanılarak gerçekleştirilmiştir. Veri analizi için tek yönlü varyans analizi, korelasyon analizi ve bağımsız örneklem t-testi kullanılmıştır. Çalışmaya göre, influencer etkisi, kampanya/indirimlerin etkinliği, kullanıcı tarafından oluşturulan yorumlara duyulan güven ve e-ticaret içeriğine maruz kalma, e-ticaret alışveriş davranışı ile anlamlı pozitif bir ilişki göstermiştir. Bununla birlikte, çalışma, satın alma davranışı ile sosyal medya reklamlarına duyulan güven arasında anlamlı bir ilişki bulamamıştır. Ayrıca, cinsiyetler ve kuşaklar arasında alışveriş davranışında anlamlı farklılıklar bulunmuştur. Çalışma, konuya pratik yaklaşımı ve tüketici çevrimiçi satın alma davranışını etkileyen faktörlerin analizi nedeniyle sosyal ticaret literatürüne katkıda bulunmaktadır. Araştırma, geleneksel sosyal medya güveninin tüketici satın alma davranışını değiştirmek için yeterli olmadığını göstermektedir; Dolayısıyla şirketlerin sosyal ağlarda ürün/hizmet tanıtımı için daha karmaşık stratejiler geliştirmeleri gerekiyor.

Keywords

• Sosyal ticaret
• sosyal medya kullanımı
• influencer etkisi
• güven
• e-ticaret içeriğine maruz kalma
• e-ticaret satın alma davranışı

The impact of social media on e-commerce purchase behavior in Türkiye

Abstract

Due to the increasing involvement of social media in e-commerce, there is also a remarkable change in the consumer purchasing behavior. The aim of this paper is to examine the influential factors of e-commerce purchase behavior and also compare differences among demographics in the context of social commerce. The research was performed using an online questionnaire survey with 407 social media users from Turkey. One-way analysis of variance, correlation analysis and independent samples t-test were used for data analysis. According to the study, influencer impact, effectiveness of campaigns/discounts, trust in user-generated reviews, and exposure to e-commerce content had a significant positive relationship with e-commerce shopping behavior. However, the study found no significant relationship between purchasing behavior and social media advertising trust. In addition, there were significant differences in shopping behavior among genders and generations. The study contributes to the social commerce literature because of its practical approach to the issue and analysis of factors affecting consumer online purchasing behavior. The research shows that the traditional social media trust is not enough to change consumer buying behavior; hence, companies need to create more complex strategies for promoting products/services in social networks.

Keywords

• Social commerce
• Social media usage
• Influencer impact
• Trust
• Exposure to e-commerce content
• E-commerce purchase behavior

References

1. Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
2. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
3. Arslan, İ. K., & Yavuz, A. (2021). Sosyal medyanın tüketici satın alma davranışları üzerindeki etkisi [The effect of social media on consumer purchasing behaviors]. İstanbul Ticaret Üniversitesi Girişimcilik Dergisi, 4(8), 151–170. https://dergipark.org.tr/tr/pub/tje/issue/60087/804508
4. Arslan, E., & Beğendik, B. (2023). Sosyal medya pazarlamasının tüketici davranışlarına etkisi ve öğretmenlere yönelik nitel bir araştırma [The effect of social media marketing on consumer behavior and a qualitative research for teachers]. Gazi İktisat ve İşletme Dergisi, 9(3), 339–361.
5. Benihya, S., & Develi, E. I. (2023). The impact of social media on consumer perception in Türkiye. Journal of Industrial Policy and Technology Management, 13(1), 1–19. https://jipat.org/index.php/jipat/article/view/97
6. Bergkvist, L., & Rossiter, J. R. (2007). The predictive validity of multiple-item versus single-item measures of the same constructs. Journal of Marketing Research, 44(2), 175–184.
7. Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential solutions for the future. Journal of Interactive Advertising, 19(1), 1–14. https://doi.org/10.1080/15252019.2018.1545642
8. Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46–65. https://doi.org/10.1080/15456870.2015.972282

9. Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117–134.
10. Cialdini, R. B. (2001). Influence: Science and practice (4th ed.). Allyn & Bacon.
11. Comscore. (2013). 2013 Europe Digital Future in Focus. https://www.comscore.com/Insights/Press-Releases/2013/3/comScore-Releases-2013-Europe-Digital-Future-in-Focus-Report
12. Çakır, H. Ö. Ö. (2023). Influencer pazarlamasının satın alma davranışına etkisi: Tik Tok örneği [The effect of influencer marketing on purchasing behavior: The case of TikTok]. Anasay, (24), 165–183.
13. DataReportal. (2025, November 8). Digital 2026: Turkey. https://datareportal.com/reports/digital-2026-turkey
14. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
15. Dittmar, H., Long, K., & Meek, R. (2004). Buying on the internet: Gender differences in online and conventional buying motivations. Sex Roles, 50(5–6), 423–444. https://doi.org/10.1023/B:SERS.0000018896.35251.c7
16. Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39. https://doi.org/10.1108/YC-07-2016-00622
17. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
18. Elgün, M. N., & Kaya, A. (2023). The effect of demographic factors on purchase behaviors in social media marketing: Konya province research. Journal of Social, Humanities and Administrative Sciences, 9(62), 2423–2436. https://doi.org/10.29228/JOS.HAS.68909
19. Elkatmış, M. (2024). Examination of social media usage habits of Generation Z. Frontiers in Psychology, 15, 1370823. https://doi.org/10.3389/fpsyg.2024.1370823
20. Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions. Computers in Human Behavior, 61, 47–55.
21. Erkasap, A. (2024). Factors affecting customer loyalty of consumers shopping on social media platforms. Turkish Journal of Marketing Research, 3(1), 1–16.
22. Filieri, R., Alguezaui, S., & McLeay, F. (2018). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174–185. https://doi.org/10.1016/j.tourman.2015.05.007
23. Fitriani, N., Setiawan, D., Aryani, Y. A., & Arifin, T. (2023). Does social media affect performance in e-commerce business? The role of customer management. Journal of Open Innovation:Technology,Market,and Complexity, 9(4), 100171. https://doi.org/10.1016/j.joitmc.2023.100171
24. Fuchs, C., & Diamantopoulos, A. (2009). Using single-item measures for construct measurement in management research: Conceptual issues and application guidelines. Die Betriebswirtschaft, 69(2), 195–210.
25. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and tam in online shopping: An integrated model1. MIS quarterly, 27(1), 51-90.
26. Gürün, S., & Tümer, E. İ. (2025). The effect of social media influencers and advertising on the online shopping behavior of different generations. Reforma, 101, 24–32.
27. Güven, H., & Güven, E. T. A. (2023). Yapay zekâ uygulamalarının e-ticarette kullanımı [The use of artificial intelligence applications in e-commerce]. International Journal of Management and Administration, 7(13), 69–94. https://doi.org/10.29064/ijma.1194949
28. Hasan, B. (2010). Exploring gender differences in online shopping attitude. Computers in Human Behavior, 26(4), 597–601. https://doi.org/10.1016/j.chb.2009.12.012
29. Hanaysha, J. R., & Alhyasat, K. M. K. (2025). Examining the effect of social media advertising features on customer perceived value and brand love in the retail industry. Telematics and Informatics Reports, 100208. https://doi.org/10.1016/j.teler.2025.100208
30. Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404. https://doi.org/10.2501/IJMR-2014-025
31. Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183–191.
32. Isha, M., Malviya, C., & Vidani, J. (2024). Evaluating the influence of social media advertising on e-commerce sales. Journal of Advanced Research in HR and Organizational Management, 11(1&2), 52–58. https://doi.org/10.24321/2454.3268.202402
33. Ismat, S., Naveed, N., Wadood, A., & Shahzad, K. M. (2023). Impact of social media marketing strategies on consumer engagement and loyalty. Pakistan Journal of Humanities and Social Sciences, 11(3). https://doi.org/10.52131/pjhss.2023.1103.0586
34. Karakuş, M. (2022). Sosyal medyanın ve online alışveriş sitelerinin tüketici davranışlarına etkisi üzerine nitel bir araştırma [A qualitative research on the effects of social media and online shopping sites on consumer behavior]. Atatürk İletişim Dergisi, (23), 1–8.
35. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
36. Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y
37. Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109
38. Kim, H. Y. (2013). Statistical notes for clinical researchers: Assessing normality of data using SPSS. Restorative Dentistry & Endodontics, 38(1), 52–54. https://doi.org/10.5395/rde.2013.38.1.52
39. Kim, Y., & Peterson, R. A. (2017). A Meta-analysis of Online Trust Relationships in E-commerce. Journal of interactive marketing, 38(1), 44-54.
40. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
41. Küçükelçi, D. T., Varol, G., Çalkan, B., Bulut, B., & Terzi, M. C. (2024). Sosyal medya reklam algısının online alışveriş üzerine etkisi [The effect of social media advertising perception on online shopping]. Parion Akademik Bakış Dergisi, 3(2), 42–66.
42. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.
43. Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5–14.
44. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
45. Manzoor, U., Baig, S., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer’s purchase intentions: The mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386
46. Mapanje, E. (2024). Impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. International Journal of Management Sciences, 10(1), 1-14. https://doi.org/10.47672/ijms.2071
47. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
48. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359. https://doi.org/10.1287/isre.13.3.334.81
49. Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 108, 105980.
50. Nielsen. (2022). The state of consumer behavior 2022: Social media's role in shopping. https://www.nielsen.com/insights/report/state-of-consumer-behavior-2022/
51. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
52. Palaniswamy, N., & Duraiswamy, M. (2023). Enhancing brand image: Brand trust, brand loyalty, and social media influences on building a brand image. Digital Economy Post COVID 19 Era (INDAM 2023), 233–243. Springer. https://doi.org/10.1007/978-981-99-0197-5_14
53. Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2024). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 1–27. https://doi.org/10.1007/s11747-024-01052-7
54. Papageorgiou, K., & Samanta, I. (2022). Online consumer reviews: Information adoption and engagement between social media users. Transnational Marketing Journal, 10(3), 567–578. https://doi.org/10.33182/tmj.v10i3.2288
55. Republic of Türkiye Ministry of Trade. (2026). Electronic Commerce Information System (ETBİS): E-commerce outlook report 2025. https://www.eticaret.gov.tr
56. Trendyol. (n.d.). Meet us. https://www.trendyol.com/en/s/meet-us
57. Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Sage Publications.
58. Uyar, A. (2019). Sosyal medyanın tüketicilerin satın alma niyeti üzerine etkisi: Üniversite öğrencileri üzerine bir model önerisi [The effect of social media on consumers' purchase intention: A model proposal on university students]. Yaşar Üniversitesi E-Dergisi, 14, 137–147.
59. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS
60. We Are Social & Meltwater. (2024). Digital 2024: Global overview report. https://wearesocial.com/uk/blog/2024/01/digital-2024-5-billion-social-media-users/
61. Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt. 2), 1–27. https://doi.org/10.1037/h0025848
62. Zhang, K. Z. K., Benyoucef, M., & Zhao, S. J. (2022). Social commerce: A systematic review and data synthesis framework. Electronic Commerce Research and Applications, 54, 101185. https://doi.org/10.1016/j.elerap.2021.1011