The relationship between intended use of social networks and consumer decision-making styles: A review on generation Y

Over time, the ever-increasing needs have led to the emergence and development of some social media tools within the rapidly developing technology. These communication tools have emerged in recent years and have become very popular, especially among Y-generation individuals. Individuals have discovered and started to use new communication channels thanks to the internet and social networks. For this reason, it has been a mystery how the relationship between the purposes of social network use and consumers' decision-making styles, and the study aimed to shed light on this issue. In this study, it was aimed to evaluate the relationship between the purposes of social networks use and consumer decision-making styles of Y-generation individuals who study and work at Çukurova University. For this purpose, in the scope of the study, it has been determined that the purpose of social networks use of the Y-generation is effective on consumer decision-making styles in different scale dimensions.