The Place Of Social Media İn Direct Marketing

IMCOFE 2018 / Barselona

This study aims to determine the effects of social media on direct marketing. At the same time, it targets to determine how social media users behave in purchasing. In this framework, the factors that are effective in choosing the products of Facebook, Twitter, Youtube, Instagram and other social networks are tried to be determined. With social media, companies can communicate directly with consumers, introduce their products and services to consumers in a cheap and fast manner, and easily obtain positive and negative feedback. The survey was conducted in order to determine the effect of social media on consumer behavior in direct marketing. The questionnaires were conducted on 20-30 April 2017 in Kocaeli, 18 years old and olders with 200 participants by face to face interviews with consumers at shopping centers and city centers. The results of the subjects' responses were analyzed using SPSS 16.00 package program. The average age of the sample group was found to be 27.3, as the social media users mostly consisted of young people. It has been determined that social media is effective in terms of competition in direct marketing.

2018

Ehlinaz Torun KAYABAŞI