Investigation of the effect of social media marketing activities on impulse buying behavior

The aim of the research is to examine the effect of social media marketing activities on consumers' impulsive buying behavior. The use of social media is important in terms of developing a marketing strategy for businesses to become a determinant in the shopping of consumers. The population of the research consists of consumers between the ages of 18-23 studying at Bandırma Onyedi Eylül University. In the research, a face-to-face survey was applied to 500 participants, and 408 valid surveys were reached. In the survey application, the convenience sampling method was preferred. Data were analyzed with SPSS (Statistical Package for Social Sciences) 23.0 package program. According to the results of the research, it has been determined that social media marketing activities have a positive effect on impulsive buying behavior.