The impact on the consumer purchase behavior in the social media: Bartın area implementation

Social media and platforms, which are increasing to use by people day by day and the communication tools of the new age with the developing technology, have become indispensable in life. Social media is a virtual communication area where people are constantly communicating with each other and it is shared that the information, videos, comments, etc. content. There are differences between consumers' purchasing behaviors they have exhibited before and consumers' purchasing behaviors they have been exhibiting since they started using social media. Consumers' comments which formed about contents, brands and products/services in social media can influence the intention to purchase of other consumers. In this context, it is very important that examine consumers' behaviors in social media and the influence on the purchase decision. In this study, firstly it is examined the similar studies studied before, and then in the first part; it is tried to be explained the social media and social media platforms, in the second part; explained the consumer behavior and purchasing decision process in social media, In the third part; it was analyzed the data obtained from the questionnaires with the help of SPSS and Amos packet programs using factor analysis and structural equation modeling methods. at the end of the study, it is seen that the level of influence of the trust and information factor in the model is influenced positively by the level of influence on the purchase intention.