The effect of social media marketing activities on the purchase behavior of generation Y individuals

Consumers are influenced by the content created by businesses and users on social media in terms of purchasing. The main purpose of this study is; to reveal the effects of social media marketing activities on consumer purchasing behavior. It is also aimed to determine the direction and level of relations between the two research variables In accordance with, a questionnaire has been carried out on 241 banker working in the banking institutions in Kahramanmaraş and Hatay. The data obtained from the questionnaire were analyzed using SPSS software frequency, reabilty, correlation and regression analysis tests. According to the result of the study, it has been determined that; there is a meaningful positive relationship between social media marketing activities and consumer purchasing behavior, social media marketing activities effects of consumer purchasing behavior positively and socio-demographic characteristics cause a meaningful difference on the variables of the study.