The effect of social media on consumer behavior: A research on social media users in Tekirdağ province

This study aims to evaluate the impact of social media on consumer behavior and to determine the data resulting from this evaluation. The results of the research conducted in this study and the evaluation of the research were carried out in the relational screening model. The detection group of the study consisted of a total of 300 participants selected by simple random sampling method among social media users who live in Tekirdağ and are over the age of 18. In the study, primary data was collected using an online survey form. The survey form includes demographic questions, the time period spent by users on social media channels, habits of social media tools and the rate of these habits, individual behavior before and after purchasing activities on social media platforms, and measuring the impact of social media tools and equipment on the request operations and process. questions are included. SPSS v26 program was used in the analyzes carried out in the research. Regression analysis was used to examine its effect on consumer behavior. T-test and ANOVA analysis were performed to examine the research variables according to the demographic characteristics of the participants. As a result of the analysis, it has been proven that the majority of the use of social media and the level of use of social media tools and equipment create positive and realistic results in terms of the impact of the pre-purchase behavior of individuals on internet media platforms, the post-purchase behavior of individuals and the demand activities of social media tools and equipment. In addition, it has been determined that the frequency of social media use, the level of use of internet community network tools and equipment, and the effect of the internet community network on product and service demand show a positive and realistic value compared to the age, gender, income level and academic location of the participants. In this regard, it has been determined that the levels of buyer attitudes before the activities of requesting products and services on social media platforms and after the activities of requesting products and services on social media do not differ in the right size according to the population and individual differences of the people participating in the survey.