The effect of social media marketing between product and service on purchasing decision

As social media applications become more widespread, the use of the areas also has expanded. Digital marketing applications are only part of them. Digital marketing, especially social media marketing, activates the customer and awareness rises. All activities are carried out by establishing communication, and dialogues upper relying on. Nowadays people do not make a buying decisions without doing research on social media. But at this point, the recommendations and ideas of the others are the biggest factor for consumers. People shares whole experience in the social media both positively or negatively. These shares are also propagated with viral speed and individuals would be affected in the purchase decision. However, the share of persons creates excellent opportunities for firms to be able to create the database. Thus, firms may choose to correct target audience, they can do marketing segmentation correctly and messages can be personalized. And also, the research in this study was conducted on the effects of social media marketing comparing product and service on purchasing decision. Results of the research show that; the social media environments or social media marketing activities of the companies are had a positive impact on the social media users, especially about the purchase of service.