THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE ATTITUDES OF CONSUMERS: A STUDY ON INTERGENERATIONAL DIFFERENCES

Öz

With the strengthening of technology and internet infrastructure today, consumer profiles are constantly changing. With the increase in online shopping, businesses have had to change and develop appropriate marketing strategies for consumers. Additionally, the increase in social media usage has increased the importance of advertising and brand positioning on these channels. When targeting the audience through direct marketing, it is necessary to group individuals who are separated by generations according to their common characteristics and work accordingly. In this context, "What are the factors that affect consumers' purchasing attitudes on social media platforms? Does the generation factor have an effect on consumers' purchasing attitudes? If so, does this effect differ among generations?" These are the main problems of this study. The study was prepared to examine whether there is a difference in purchasing attitudes based on the Y and Z generations for products or services advertised on social media channels.. As a result of the research, a significant difference was found between the Y and Z generations in terms of the impact of the annoyance of ads on purchasing attitudes. 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 both generations.

Anahtar Kelimeler

• Marketing
• Purchasing
• Social Media Ads
• Y Generation
• Z Generation

SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA

Öz

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.

Anahtar Kelimeler

• Pazarlama
• Satın Alma
• Sosyal Medya Reklamları
• Y Kuşağı
• Z Kuşağı

Kaynakça

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