The definition of social garbage as a digital term and its impact on consumer behaviour

In this thesis study, it is aimed to conceptualize the increasing content production in digital media and to define the term 'Social Garbage'. In this context, the terms 'Big Data' and 'Social Media' are described and these terms are used to define the term 'Social Garbage'. After defining 'Social Garbage', it is aimed to reveal the relation between 'consumer behaviour' and 'Social Garbage' by explaining the reasons that contribute to 'Social Garbage'. In order to collect research data, a semi-structured interview method was preferred. Advertising professionals were selected as a sampling group. Since the advertising professionals were both consumer and marketing professionals, they are the best sampling group to understand consumer behaviour. Descriptive analysis and content analysis methods were applied to the interview outputs. The data were categorized under six main themes: opinions on content in digital media, opinions on influencers, opinions on brand communities, opinions on promotional campaigns, opinions on trolls and opinions on bot accounts. It was determined that the participants were experiencing problems owing to 'Social Garbage' while chosing brands and products. Participants stated that they had problems in reaching accurate and reliable information in digital media. Participants, as an advertising professional, are experiencing problems in terms of understanding the consumer behaviour and determining the insights due to the 'Social Garbage.' Keywords: Big Data, Social Media, Social Garbage, Digital Media, Consumer Behaviour.