Beykoz Akademi Dergisi 2651-5393 Beykoz Üniversitesi 10.14514/beykozad.1266068 Customer Relationship Management Müşteri İlişkileri Yönetimi THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE ATTITUDES OF CONSUMERS: A STUDY ON INTERGENERATIONAL DIFFERENCES SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA https://orcid.org/0000-0002-7675-0508 Kara Altuğ Caner BEYKOZ UNIVERSITY, BEYKOZ LOGISTICS VOCATIONAL SCHOOL https://orcid.org/0000-0001-6401-9542 Varan Aysun Beykoz Üniversitesi 06 21 2023 11 1 115 140 03 16 2023 05 30 2023 Copyright © 2013, Beykoz Akademi Dergisi 2013 Beykoz Akademi Dergisi

With the strengthening of technology and internet infrastructure today, consumer profiles are constantlychanging. With the increase in online shopping, businesses have had to change and develop appropriatemarketing strategies for consumers. Additionally, the increase in social media usage has increased theimportance of advertising and brand positioning on these channels. When targeting the audience through directmarketing, it is necessary to group individuals who are separated by generations according to their commoncharacteristics and work accordingly. In this context, "What are the factors that affect consumers' purchasingattitudes on social media platforms? Does the generation factor have an effect on consumers' purchasingattitudes? If so, does this effect differ among generations?" These are the main problems of this study. The studywas prepared to examine whether there is a difference in purchasing attitudes based on the Y and Z generationsfor products or services advertised on social media channels.. As a result of the research, a significant differencewas found between the Y and Z generations in terms of the impact of the annoyance of ads on purchasingattitudes. Additionally, it was found that brand focus, social media herd behavior, performance expectations,impulse buying, the informativeness and entertainment value of ads, all affect the purchasing attitudes of bothgenerations.

Bu araştırmanın amacı, sosyal medya kanallarında reklamı yapılan ürün veya hizmetlerin Y ve Z kuşakları baz alınarak satın alma tutumlarında farklılık olup olmadığını incelemektir. Araştırmada kolayda örneklem yöntemi kapsamında 500 katılımcıya anket formu ile ulaşılmıştır. Çalışmada verilerin analizi için SPSS 26 ve AMOS 24 paket programları kullanılmıştır. Verilerin analizi için Pearson Korelasyon testi, Doğrulayıcı Faktör Analizi, Yol Analizi ve Çoklu Grupla Düzenleyici Etki Analizi kullanılmıştır. Araştırma sonucunda Y ve Z kuşağı arasında reklamların rahatsız ediciliğinin satın alma tutumuna etkisi açısından anlamlı bir farklılık olduğu bulunmuştur.

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