New generation generating consumer trends and brand advocacy: University students review there

People not only consume the products, but also use internet tools, thanks to the more widely developing technology, by measuring the success or failure of products and brands and making contributions in this direction. With the developing individuality of the consumer, it has become more assertive and knows what it wants over time, and it has enabled the consumers to become more widespread. The most effective feature in the development of the producing consumer has been the development of unconditional content production. Brands that are aware of this situation, take advantage of this behavior of consumers and take the consumer into their own structure by providing resources with or without awards in order to produce better communication, development and more diverse content. In this direction, consumers are more in contact with the brand through their interactive work during the production phase, thus, changes occur in the consumer's brand advocacy tendencies. In this direction, the scales of "New Generation Producing Consumer Trends" and "Brand Advocacy" and their effects on university students were analyzed and examined. When the data obtained as a result of the survey was conducted with 427 participants, when the relationship between the producing consumer tendencies of university students and their general brand advocacy is examined, it has been determined that this relationship has a moderately positive linear relationship and this relationship is statistically significant. The functional form of the relationship between the determined variables was examined by regression analysis and it was determined that 22.6% of the change in general brand advocacy was caused by the producing consumer tendency.