The effect of social media as a digital marketing tool on impulse buying behavior

In today's world, consumers increasingly use social media platforms to research, evaluate, and make purchases of products and services. The main aim of this research is to uncover the relationship between social media, considered as a significant tool within digital marketing instruments, and consumers' instant purchase behaviors. In the research, the convenience sampling method, which is a non-probability method, was used, and the study was completed with 438 participants. The survey form was delivered to the participants online. Descriptive analyses, correlation, and multiple regression analyses were conducted in the research. The analyses revealed that a large portion of the participants engage in shopping through social media, with a significant focus on categories such as fashion, clothing, and accessories. Among the participants, Instagram emerged as the most commonly used social media platform, while Linkedin was identified as the least utilized platform. It was observed that participants predominantly use social media for 0-8 hours per week. Concerning the main hypotheses of the research, it was concluded that social media advertisements, personalized marketing messages, and social media community positively influence online instant purchase tendencies.