Perception of Consumers toward Social Media Marketing

Nowadays social media has become more popular in various part of the world and the major reason for such a thing is sufficient innovations and technological developments. Accordingly, people can easily connect to each other using different kinds of apps such as Instagram, Facebook, and Twitter which are accessible on the internet. As a result, every firm is focusing on social media and using it as marketing component because of its broad reach as well as economic characteristic. This study empirically investigate the perception of consumers toward social media marketing in North Cyprus. The research also evaluates the personal, social as well as psychological factors of social media based on gender, age, job statues, occupation as well as income level. In order to collect data, the research survey has used quantitative method and totally 100 students and locals participated in this research. Further, the collected data are analyzed by Frequency, Descriptive Statistics, Independent T-test and One-Way Analysis of Variance (ANOVA) to investigate if there are significant differences among the groups under investigation. The outcome of the study demonstrates that majority of participants are positive regarding usage of social media to obtain information and buy products and services. However, there are limited number of respondents who are less interested to use social media as a reliable source to achieve information and make purchase. Keywords: social media, consumer behavior, making decision process, purchase, independent T-test and One-Way Anova analysis, Eastern Mediterranean University, North Cyprus