Investigation of the relationship between demographic characteristics of consumers using social media and consumer privacy

In our changing and developing society, shopping on the internet and social media channels is expanding. Social media, which is seen as an indispensable part of daily life by internet users in our country, today responds to the social demands of a large audience from all segments of society and culture. In this change and development process, consumers are provided with ease of shopping as well as financial convenience. In this process, consumers who want to shop in a more affordable and more economical way want to take advantage of the special discounts and raffles offered by the sites. In order to benefit from these discounts and raffles, they share their personal data with people they do not know. Some consumers do not want to share this data because they do not find it safe. Since they do not know the people, institutions and organizations that consumers deal with in the face of social media, they do not want to share their personal information. At this point, the issue of consumer privacy arises. The aim of this study is to investigate the relationship between consumers' privacy information, perceptions of privacy and awareness of privacy in social media, and it is thought that an important gap will be filled and an important contribution will be made with this study. The universe of the study consists of X and Y generations living in the center of Muğla. As a result of the analysis of the research findings, it was concluded that the privacy perceptions, privacy information and privacy awareness of the X and Y generations, who use social media, show significant difference based on the education level and profession. Keywords: Privacy, Consumer Privacy, Social Media, Generations X and Y, Perception