Analysis of the impact of social media phenomena onconsumer purchasing decision process in terms of genderand product group

This study is based on the fact that phenomenon marketing, which is done through video and photo sharing applications that affect people in social media, is one of the popular product promotion tools in recent years. The study, in which the effect of social media phenomena on the consumer purchasing decision process was analyzed in terms of gender and product group, was conducted with 472 people. Trust in the social media phenomenon, emotional closeness to the social media phenomenon, interest in the social media phenomenon and intention levels to the social media phenomenon were examined. It has been determined that women prefer the technological product group, household appliance group, personal/cosmetic product group compared to men. It has been determined that men prefer the automotive product group recommended by the social media phenomenon more than women. No significant relationship was found between education service, holiday/travel service, food/beverage service and health service product groups and gender. It has been determined that people who are interested, trust and emotionally close to the social media phenomenon have higher purchase intentions. It was determined that an increase in the level of emotional closeness to the social media phenomenon by one unit increased the intention of the social media phenomenon by 0.387.