Fashion consumers' views and evaluation on social media as a tool for online advertisement: A sample case on Sakarya University students

The Purpose of this study was to investigate on the impact of social media on fashion consumers. In the last decade, social media has been playing an important role in fashion business by creating a new dimension of marketing and permitting to brands to introduce products and services online. Today, many fashion brands, especially fast fashion attract consumers on social media via advertisement. In fact, the emergence of social media in fashion changed the way of communication between brands and consumers. On one hand, it brings consumers to the brand closely, facilitates interaction and increase trustiness and loyalty. On another hand, it gives consumers an opportunity to discuss and evaluate products and services from different perspectives. Recently, with the increase usage of internet, consumers spend a lot of time exploring fashion products on social media. However, since the integration of social media in fashion marketing, a significant impact on people's lives style can be seen. Therefore, it has become crucial to know the degree of change that social media made in consumers' life. The study contributes to a further theoretical understanding of social media's impact on fashion consumer's behavior. The research included Sakarya University Students those are fashion consumers and social media users from communication and media department. The data collected from participants was analyzed and interpreted by SPSS frequency. To reach the target, the research method used is survey. It is useful to reach a large number of individual and it can provide quantitative data related with consumers.