The effect of social media phenomenes on consumer perception and purchase intention

The importance of this study; The focus is on social media phenomena, which is different from issues such as the use of celebrities previously studied in marketing, social media marketing, the impact of social media on consumer behavior and purchase intention. The prominent people in social media and influencing other users are expressed in the literature by concepts such as social media celebrity, digital influencers and influencer. In this study, these social media influencers; is expressed with the concept of social media phenomenon. The concept of phenomenon and the use of phenomenon are evaluated in terms of marketing theories and marketing theories that will form the basis of the study are also included. The aim of the study is to determine the effect level of social media phenomena on consumer perception and purchase intention. Data were collected from 818 participants in the Marmara Region who are over 18 years of age and actively using social media. In the analysis of the data, explanatory and confirmatory factor analyzes were performed and correlation between variables was determined. Structural equation method was used for model analysis. As a result of the analysis; The fit index ranges of the model were found to be well fit. A direct and positive relationship between the use of phenomenon and intention to purchase has been identified. In additon, there was a direct and positive relationship between consumer perception and purchase intention. As another result of the study; a positive mediating effect of consumer perception on the relationship between the use of phenomenon and intention to purchase has been determined.