The effect of social media marketing on purchasing decision process of university students

Social media provides many advantages for consumers and companies. Companies quickly respond to consumer's needs and solve the problems of consumers as soon as possible, because of social media. Thus, companies can become costumer oriented and increase their sustainability. On the other hand, consumers can get information about their needs and can contact companies in case of any problem by using social media. Thus, consumers get the most out of these services and products. In this study- social media marketing and consumer purchasing decision has been studied. Aim of the research is to determine the effects of the social media marketing on consumer's purchasing decision. In the first part of the study, the issues social media and social media marketing and in the second part, the concept of consumer's purchasing has been explained in the third part, literature review has been made on previous writings. Lastly, in the fourth part of the study, a research on the effect of social media marketing on consumer purchasing behavior has been conducted. For the research, the questionnaire with 384 university students who use social media and shop online. The data obtained from the questionnaire application has been analyzed via "SPSS for Windows 16.0" statistical package programmed. Keywords: Social Media, Social Media Marketing, Consumer, Consumer Behavior, Purchasing Decision.