The effect of social media activities on purchase intention in the cosmetics industry

With the rapid development of communication technology, the increase in the youth population and generational changes, the concept of social media has recently gained importance in addition to the traditional media concept. Technological developments such as computers, tablets and cell phones have made it possible to communicate anywhere in the world at any time. This situation seems to have succeeded in putting the power and influence of social media ahead of traditional media. In contrast to the one-way communication of traditional media, social media has become an important communication tool by supporting two-way interaction. The purpose of this study is to examine the "Effect of Social Media on Consumer Purchasing Intention"The study aims to create a theoretical foundation. Within the scope of the study, firstly, the concept of social media and social media tools are discussed in detail. Then, consumer, consumer behavior, factors affecting this behavior and the phenomenon of consumer buying behavior are explained. In this context, by examining the effects of social media on consumer purchasing behavior, it is tried to understand how modern communication environments affect consumers' purchasing decisions. Keywords: Consumer, Consumer Behavior, Consumer Buying Behavior, Social Media