Positive and negative effects of social media marketing strategies on consumer sample odf Antalya province

Social media has added a new dimension to the marketing process and offered alternative opportunities to consumers. Social media marketing is a different and new marketing area that focuses on consumers. Consumers learn more about products and services in social media, and interact with social media through their experiences and know-how to affect purchasing decisions of other consumers. The aim of this study is to determine how social media marketing strategies are perceived by consumers. In this case, it was analyzed whether the social media marketing perception of consumers differ according to the demographic characteristics of the consumers. In this case, relational screening model was applied with quantitative analysis methods. The Social Media Consumer Perception Questionnaire was applied to 243 consumers living in Antalya. As a result of the research, it has been determined that the consumers' social media marketing perception affects communication, reliability, information and usefulness sub-dimensions. It was also found that the relationship between these dimensions was moderate and highly positive. According to men and women with income of 1.600-2.500 TL 9.001 TL. Social media communication perceptions were higher than the consumers with income and income, while the social media communication perceptions of consumers aged 36-45 were lower than the consumers between the ages of 18-25 and 26-35. Recommendations have been developed in accordance with the results obtained in the study.