A research on the effect of social media from digital marketing tools on hedonic consumption behaviors

Due to the increasing use of social media today, businesses have started to implement some new strategies in their marketing campaigns. With the increase in the use of social networks, purchases made on digital platforms have also increased significantly. For this reason, the contents encountered in social networks and digital platforms affect the purchasing behavior of consumers. The aim of this study; To determine whether social media marketing, which is one of the digital marketing tools, has an effect on hedonistic consumption. It was applied to 400 people in Gaziantep by applying an online survey with easy sampling method. The obtained data were interpreted by analyzing with SPSS and AMOS package programs. As a result of the analyzes, significant relationships were found between the variables. This scope of work; It has been determined that social media marketing, which is one of the digital marketing tools, affects hedonistic consumption.