The relationship between social media use and consumer behavior in adolescents and adults

The purpose of this research; to examine the relationship between social media use and consumer behavior in adolescents and adults. In accordance with the purpose of the research, it was examined whether there is a relationship between the personal characteristics of the participants and the use of social media, which is considered as a dependent variable, and consumer behavior, and whether the groups formed depending on these features differ in terms of consumer behavior and social media use as a dependent variable. The research was carried out with the survey method. Participants in Turkey in order to determine the esosyal media usage level of reliability and validity study, Karali and Kokoç (2010) which was prepared by the 'Social Media Usage Scale' is used, while determining consumer behavior towards early (2019) developed by 'Consumer Behavior Scale was used. The sample of the study consisted of 250 individuals at the age of 15-25 and 26-45 in the provinces of İzmir, Konak, Gaziemir, Narlıdere and Karabağlar in 2020. After the study was completed, the questionnaires were checked and it was ensured that the questionnaires which were not filled in according to the directive were not taken into consideration. The collected data were analyzed with SPSS 22 computer based statistics program. Crombach Alpha test was preferred as the reliability test and it was found that the alpha values found were of sufficient value. Basic components were used with analysis method as inference method. According to the research findings, there is a strong positive relationship between social media use and consumer behavior. It was found that there is a strong positive relationship between 'social interaction and communication', which is one of the social media use sub-dimensions, and consumer behavior. It is observed that there is a strong positive relationship between 'recognition and recognition' and consumer behavior, which is among the social media use sub-dimensions. Finally, it has been found that there is a positive positive relationship between the 'social media use sub-dimensions' Educational Purposes' and the Consumer Behaviors.