The effect of attitudes towards social media marketing activities and online decision making styles on purchasing intention

Social media marketing is a digital marketing strategy that makes it easier for businesses to connect with their target audience. Attitudes towards this strategy and consumer decision-making styles vary significantly in online shopping. This study examines the impact of attitudes towards social media marketing activities and online decision-making styles on purchase intention. For this purpose, data was collected from 395 participants who shopped through online marketplaces. Difference tests analyzed the collected demographic data, and the proposed hypotheses were analyzed by structural equation modeling. According to the analysis results, significant differences were detected between the dimensions of social media marketing activities according to the gender and education levels of the participants. In addition, attitudes towards social media marketing activities, Interaction, information, personalization, trending, and word-of-mouth marketing factors positively and significantly impacted consumer purchasing intention. Additionally, online consumer decision-making styles include Sensitivity to brand, fashion, and website content positively and significantly affected consumers' purchase intention. In this regard, the study guides researchers who will conduct research in this field and provides essential information for marketing experts to understand consumer experiences and decision-making processes better.