An investigation on perceived social media and purpose of purchase

This study was conducted on the perceived social media and the purchase intention of the consumer and to answer the questions and hypotheses about the purpose of the research. The research consists of 3 sections. In the first chapter, the problem, aim, importance, assumptions, hypotheses and limitations of the research are discussed. In the second part, on the conceptual and theoretical framework; social media, perception, perception management, consumer perception, perceived social media concepts are explained and literature review is conducted. In the third part, the method part of the research was formed. The method of the study was determined and field study was conducted. The questionnaire was designed as 2 sections and consisted of 25 questions. In the first part, demographic characteristics, in the second part, perceived social media scale, behavior scale and purchasing scale were included. In the study; The hypotheses created for the purpose and model of the research were tested. According to the calculations made on the universe of the study, the sample diameter was determined as 300. Collected data were analyzed in accordance with the research model and hypotheses, and the data were analyzed using correlation analysis, multiple regression analysis, T-test, Anova test and crosstabs analysis. The level of significance was accepted as 0.05 and the results were interpreted accordingly. As a result of the research; It is concluded that perceived social media has some effect on consumer behaviors and has an effect on purchase intention. In addition, there is a strong relationship between consumer behavior and purchase intention.