The effect of social media on university students' consumption behavior: Manisa Celal Bayar University Faculty of Economics and Administrative Sciences example

Consumer behavior is dealt with in all aspects of economics in social sciences. Cognitive factors, environmental factors, emotional factors, and effective factors in the determination of consumer behavior. Deciding on uncertainty and risk affects rationality in consumer behavior. We take social media as an important factor in pre-purchase and post-purchase consumer behavior. Social media has entered our lives with the development of technology and faster access to the internet. Social media applications are part of a broad communication network that brings people closer together, captures an event from any point in the world, and opens them to instant sharing. The main reasons why social media applications take place in consumption and e-commerce are that they are accessible to everyone. Almost every famous brand has a social media page. In this way, it uses these online platforms as a fast and interesting way to promote, advertise and develop marketing strategies. Social media also provides consumers with the opportunity to get to know the wide product network from its location. Instead of getting information from the purchasing consultant, visiting one by one has become more attractive in terms of seeing the characteristics of the product through social media, communicating directly with the brand and getting information. In addition, it has an effective position in consumer behaviors, information retrieval, decision making and sharing experience. Social media, which has become part of the online trading network, is also home to small businesses. It supports new trade and product networks in different areas. Direct communication with the consumer and reliable information retrieval are important in online purchasing. For this reason, it is important to determine consumer behaviors, as well as the satisfaction before the purchase as well as after purchasing, since it is a feeling of satisfaction or negative experience that the consumer feels and shares with other users. In this context, a study was conducted in Celal Bayar University in Manisa province to investigate the impact of social media on university students' consumer behaviors, and to provide advice by identifying deficiencies in socio-cultural aspects as well as economic problems.