The role of social media in the decision-making process: An application in Giresun

Social media is one of the concepts that technology brings to our daily lives. Social media, where people express themselves and connect with other people, has become an environment not only for individuals but also for their businesses. Businesses using social media can respond to the demands and needs of consumers more easily and quickly and find solutions to the problems in a short time. Consumers also purchase the goods or services they need through social media, communicate with the businesses and are affected by the shares made on these platforms, positive and negative comments. What businesses need to do is to determine how social media affects the behavior of consumers before and after the purchase and to develop appropriate strategies. The aim of this study is to determine the role of social media in the decision-making process of consumers. In the first part of the study, the second part of social media and social media marketing includes information on consumer buying behavior and decision process. Based on this theoretical framework, a survey was conducted on consumers living in Giresun. According to the results, social media has an important role in every stage of consumer purchasing decision process. Keywords: Social Media, Socia Media Marketing, Consumer Buying, Decision Process