The effect of social media marketing on consumer attitudes and behaviors: Example of Trabzon

Digital marketing has been one of the most focused points of marketing and advertising activities in recent years. Today, millions of people interact with social media platforms, and with this interaction process, a large data network emerges. The emerging data network is a new focus for businesses and marketers. At this point, digital marketing and consumer thoughts and behaviors need to be examined under a new title. A lot of research has been done in the field of traditional marketing. The effects of digital marketing activities, which are subject of our research, are a new subject research and therefore, they are open to research in many ways. The aim of this study was to measure whether variables such as gender, age, mobtgly income and educational status affect consumers thoughts about sponsored advertisements in social media. Its aimed to reveal whether it has an effect on their behavivor or not. The universe of our research, on the other hand, consists of 204 social media users, who were determined to maket he surver easy to apply for the research, it has been tried to define the effect of social media sponsored advertisements on the thoughts and behaviors of consumers. İn this contexti the findings of the research were obtained in 4 stages. In the first stage, frequency analysis was conducted on consumers social media usage. In the second stage, the Indepented Sample T-Test was conducted in order to measure the opinions of consumers on sponsored advertisements. In the third stage, Variance Analysis was conducted in order to reveal the differenttiantion of consumers thoughts on sponsored advertiisements between different variables. In the fourth stage of the findings, Regressions Anaysis was conducted in order to reveal the effec between consumers thoughts about sponsored advertisements and their purchasing behavivors.