The effect of the mediating role of phenomenon in social media marketing activities

In the 2000s, the growth of the internet and the effects of globalization changed the way companies operate and conduct marketing communications. These developments have made online shopping more important day by day. With the rapid spread of social media, corporate social media activities have become indispensable for marketing communication. Social media tools allow individuals to immediately inform themselves about the goods or services created, to create content, and to quickly exchange ideas with businesses and other consumers during their interactions. Consumer purchasing behavior is also influenced by social media activity. In order to influence purchasing behavior, sales companies trying to increase their awareness use online influencers. The Internet is a communication system used all over the world that allows a computer or smart device to transmit and receive data and information. You can access the web pages and data you want via the internet. You can also communicate with other people around the world via computer. It is used to denote a phenomenon that is known to a large number of people thanks to the Internet and is often spread anonymously in the form of popular images, videos, words or sentences. Companies also tend to take advantage of Internet influencers because any influencer can spread on the Internet. As a result of all these, this study aims to determine the impact of internet phenomena on consumers' purchasing behavior. As a result of the survey created in this direction, the data was applied online via Google form. These data were collected from 330 people in Istanbul. The data obtained was analyzed through the SPSS statistical program. As a result of ANOVA and t test, the accuracy of the hypotheses created in the study was proven. It is recommended that this study be implemented throughout Türkiye, apart from Istanbul.