The effect of social media marketing on consumer behavior and a qualitative research for teachers

Today, in parallel with the development of the internet network, digital marketing is developing. Social media is used as the most effective communication tool in digital marketing. However, people also use social media to meet their daily or other needs. With the use of social media as a tool in the field of marketing, an effective communication has begun to be established between businesses and consumers. As a result of these connections, it has been observed that consumers use social media communication tools intensively in the purchasing process to meet their needs. The aim of this study is to reveal the effect of social media marketing on consumer behavior, to reveal the level of teachers' use of social media in the field of marketing, and to determine the changes that may occur in teachers' attitudes and behaviors with the effect of social media in the purchasing process. For this purpose, the effect of social media on the purchasing behavior of teachers was revealed by choosing the qualitative analysis method.