The effect of follow-up level on consumers' behaviors against online promotions and its reflections on satisfaction

The aim of this study is to examine the effect of the level of following online promotions on consumers' behavior towards them and the reflections of these behaviors on consumer satisfaction. In addition, other purpose of the research is to examine the effect of price sensitivity on the level of consumers following online promotions. The population of research consists of consumers who actively follow the 15 shopping sites with the highest social media score as of May 2022 in Turkey, on Facebook and Instagram social media communication channels, according to Marketing Turkey data. Quantitative method was used in the research. The research data were obtained through an online survey using convenience sampling method. The obtained data were analyzed using SPSS 18.0 and Structural Equation Modeling (AMOS 24.0). As a result of the analysis, it has been determined that price sensitivity has a strong positive effect on the level of consumers following online promotions. In addition, it has been determined that the level of consumers following online promotions has a significant effect on their planned buying behavior, impulse buying behavior and unresponsive behavior. In the study, it was also determined that the impulse buying and unresponsive behaviors of consumers towards online promotions positively affect their satisfaction. On the contrary, in the research, it was determined that the planned purchasing behavior of consumers against online promotions did not have a significant effect on their satisfaction.