The impact of social media and digital marketing on brand awareness and purchasing behavior of millennials in Istanbul

The current research aimed to define the level of brand awareness and the impact on the buying behavior of people due to the usage of social media platforms and digital marketing measures used by the brands. The research was planned to assess the impact on the millennials in Istanbul, Türkiye. The data was collected from the individuals residing in Istanbul with the help of an online questionnaire survey which was filled in by 403 participants. The collected data was analyzed by using SPPS version 21. Descriptive statistics, reliability analysis, mean difference test, correlation test, and regression were performed to get the outcomes of the research. Mavi, a renowned brand, was used to assess the impact on the buying decisions of customers. The findings revealed that the measures of brand awareness namely, "Perceived product quality, Product recognition, Brand recall, and Brand perception" influence the purchasing behavior of millennials. However, the purchasing decisions were not affected based on the demographics of the participants. Thus, the millennials who stay in Istanbul and use social media are influenced by the strategies used by marketers to purchase their brands. The research also revealed how digital marketing strategies are perceived by millennials in Istanbul and how social media interactions shape the purchasing process. This confirms that social media and digital channels play an important role in consumer behavior.