Innovatıon And Global Issues In Socıal Scıences Platform
The Attitude Of Y Generation Consumers Towards Social Media And The Impact On Purchase Intention
Yazarlar:
Cevat SÖYLEMEZ Abdulbaki BARAN Ercan TAŞKIN
Yayın Yılı:
2017
Yayıncı:
Innovation and Global Issues Academy (INGLOBE)
Dil:
Türkçe
ISBN:
605825321-7
Disipline:
İş ve Yönetim
Konu:
Online Marketing and Social Media,Media Management
Özet (AI):
In recent years, the vast majority of internet users are making purchases online and buying the products which they need. With the increasing in the number of online users and the widespread using of social media pages, businesses have increased their sensitivity to developments in this area. Especially, the possibility of reaching the users from different sources has emerged with the advertisements made over social media pages. Therefore, analysis of buying behavior of consumers online environment has become an important issue. Sharing on social media pages like Twitter, Youtube, Instagram etc, makes easier to reach end users and allows them to buy whatever they want when and where they want. The majority of today's young people who are referred to as Y generation, use social media effectively. Examination of their attitude towards social media pages and purchasing products over the social media pages is important. For this reason, the purpose of this study is to examine the effect of Y generation consumers attitude against the social media pages and the effect of consumption motives on their purchasing intentions.
Anahtar Kelime (AI):
Generation Y
Social Media
Purchase Intention Jel Codes: M30
M31
Innovation And Global Issues In Social Sciences Platform
The Attitude Of And Generation Consumers Towards Social Media And The Impact On The Purchase Intention
Yazarlar:
Cevat SÖYLEMEZ Abdulbaki BARAN Ercan TAŞKIN
Yayın Yılı:
2017
Yayıncı:
Innovation and Global Issues Academy (INGLOBE)
Dil:
Turkish
ISBN:
605825321-7
Disiplin:
Online Marketing and Social Media,Media Management
Konu:
Online Marketing and Social Media,Media Management
Özet:
(AI):
In recent years, the vast majority of internet users are making purchases online and buying the products they need.with the increasing in the number of online users and the widespread using of social media pages, have increased their sensitivity to developments in this area.especially, the possibility of reaching the users from different sources has emerged with the advertisements made over social media pages.Therefore, the analysis of the purchasing behavior of consumers online environment has become an important issue.sharing on social media pages like twitter, youtube, instagram etc, makes it easier to reach end users and allows them to buy whatever they want when and where they want.The majority of today’s young people who are referred to as a generation, use social media effectively.examination of their attitude towards social media pages and purchasing products over the social media pages is important.For this reason, the purpose of this study is to examine the effect of and generation consumers attitude against the social media pages and the effect of consumption motives on their purchasing intentions.
Anahtar Kelimeler:
(AI):
Generation Y
Social Media
Purchase Intention Jel Codes: M30
M31