The role of social media marketing messages on e-commerce: The case of modest clothing sector

Social media that enables people to communicate with each other and e-commerce concept that the result of the new economy have become increasingly common and indispensable part of everday life by reason of expansion of the internet. Social media has also become an important marketing area for business. For this reason, the role on e-commerce sales in the business of social media marketing message is aimed in this research. Firstly, in this research, social media and e-commerce concepts are studied detailed and then the impacts of the social media on e-commerce business-to-consumer marketing messages are examined. Therefore, 10 modest clothing business that using actively in social media has been selected in the modest clothing industry which determined by sampling purposive and interviews has been done with analyzed using content analysis of qualitative research methods. Finally, as a result of this research, it has determined that business giving importance to the social media marketing and following the innovations to contribute to the promotion of business. It has also been agreed that the result of supported and increased sales by means of social media and e-commerce sites.