The effect of marketing in social media on purchasing behavior: An example in Kayseri province

The latest developments in marketing, communication and information are giving rise to new, innovative business and consumption models in which users gain a leading role and become increasingly important. Social media has recently gained a tremendous reputation as an extremely effective communication channel in these modern times of digitalized life. Social media has been implemented as an effective mechanism that contributes to the marketing goals and strategies of businesses to a large extent. Marketing through social media is known as social media marketing and is a hot topic for organizations, it allows businesses to reach targeted consumers easily, effectively and instantly, market their products, create brand equity, increase customer loyalty. Online-based social media has changed consumer consumption habits by providing new ways for consumers to search, evaluate, choose and purchase goods and services. With these developments, commercial and non-profit organizations of all types and sizes have recently recognized the value of social media marketing in terms of its power to reach customers to achieve a variety of strategic goals. In order for this service to not be one-sided and to minimize risks, businesses should align social media marketing with global marketing strategy, the business should choose the appropriate human profile for its target audience and communicate with them accordingly. Increasingly, consumers are using social media to communicate about products and services they have purchased or are considering purchasing. Social media are innovative tools that bring together millions of users all over the world and offer various opportunities and opportunities to businesses that want to develop communication and marketing strategies while gaining a competitive advantage against their competitors. This study explains Web 2.0 technology strategies, definition of social media and social media marketing, advantages and disadvantages; It also includes topic-based up-to-date analysis to identify the challenges and opportunities faced by the social media world. It tries to find the current and future trend in the field of social media marketing, and while developing these activities, it serves as a compass in the decision-making processes of managers, marketers, content producers and many entrepreneurs, and provides a variety of ideas from a theoretical perspective. Keywords : Social Media,Social Media Marketing, Consumer Behavior, Purchase Decision