Research and Development on Social Sciences

The Impact of Social Media Marketing on Consumer's Purchase and an Application on Facebook Semih Solak, Fatma Cakir 1.Introduction The rapid developments in internet technologies have developed the concept of classical media and have revealed digital marketing applications. The most popular of today's digital marketing applications is social media marketing. Many businesses are actively using social media marketing. Consumers use social media tools for different purposes. Blogs can comment on any product related content; can create content as a blogger; twitter microblog sites such as businesses or brands to browse web pages, they can have information about the products of the companies. in addition, before or after purchasing a product, they can exchange ideas with other consumers in online communities and social networks and change their buying decisions by being influenced by these comments and ideas. People who are familiar with the use of that product can follow the fan pages of social networking sites like Facebook and take part in the opportunities they offer to share with their favorite companies or brands by following a product introduction video on media sharing sites. At the same time, social networks can see that businesses can follow detainees, identify changes in their buying behavior, is an environment in which consumers try to influence their preferences. Today, we can say that social networks actively used by individuals have turned into a large consumer market, and that consumers are creating opportunities to communicate with businesses through these networks. Examining how social media is aimed at consumer behavior, this study's purpose is to determine the effect of social media marketing on consumers' purchasing intentions and their connection with their demographic characteristics. 2.Social Media Marketing Nowadays, internet communities, blogs and social networks have become important in most people's lives. As a result, social media, existing relationships and activities have become a fun alternative communication tool to enrich the users' experience. At the same time, due to the increased use of social media, it can be regarded as a platform that affects brandability and consumers' purchasing decisions (Kim ve Ko, 2010: 166). in recent years, social networking sites are the preferred communication method for many people. Social networking sites like Facebook, twitter, blogs and wikis, multimedia sharing sites like YouTube and Flickr have caused big changes in the communication process. Websites can be used as an important tool for marketing; social networking has become recognized as a means of strengthening social and economic networks as it offers the opportunity to sell advertising and products (Hayta, 2013: 68). Users who interact with each other in social media share their own experiences, have an idea about many products and services, especially obey the recommendations of the individuals who like their pleasures and preferences, and put forward the concept of social media marketing (Miller ve Lamma, 2010: 3). Social media marketing can be thought of as a new way of product promotion, showing the ways to establish mutual relations instead of one-way communication with the customer (Wigmo ve Wikstrom, 2010: 20). Unlike the classical communication tools created with the aim of delivering information to people such as newspapers, television and news sites, social media marketing builds bridges and dialogues with its customers (Drury, 2008: 275). Social media marketing; It aims to provide customers with their personal choices and the content they need on their social media networks when they need it (Kazanci, 2014:20). According to Akar, social media marketing is using social media sites to increase the visibility on the internet and to Semih Solak, Fatma Cakir 10 promote goods and services (Akar, 2010: 33). Social media marketing is a new form of marketing for marketers to improve brand value and product awareness (Jerome, Shan ve Khong, 2010: 111). in terms of the impact of social media on marketing, it is crucial for businesses to make careful choices for using the right media, to put in place the right application, to integrate different social media tools, to create integrated media planning and to free everyone's access (Kaplan ve Haenlein, 2011: 107). Satisfaction or dissatisfaction of consumers who share in social networking sites offers important opportunities for businesses to anticipate other consumers' purchasing decisions. Too much activity on people's social media platforms is a way for businesses to see these platforms as an advertising medium for potential consumers and to use social media marketing effectively (Iyengar, Sangman ve Gupta, 2009: 5). With the help of social media, consumers can express both positive and negative ideas about brand perceptions and experiences very comfortably. However, people can also try to discredit a product or service with social media. By carefully evaluating these two situations, marketing managers need to consider the side effects that can occur as well as the benefits of being involved in social media (Powell vd., 2011: 32). It is therefore important to develop successful social media marketing strategies for positive and negative situations as well as sustainable social media marketing in order to achieve long term success. Otherwise, the investments made were not used effectively, the marketing of social media was not maintained and most importantly the information that would adversely affect the sales and image of the business on the social media platform could not be avoided (Barutcu ve Tomas, 2013: 10). The rapid spread of social networks from past to present day personal lives is an important issue in the selection of business strategies. Businesses create their own accounts on social networks, and through these accounts, there are many opportunities for major applications, designs and consumers. For example, these opportunities and ads are published directly on the Facebook wall, and links to product sales are also shared on Facebook. These links shared by the business are gradually shared among social media users, content is searched and comments are added. This continues until you reach millions of people. Thus, the business markets their products over these networks and gets a chance to reach the actual target audience (Boyd ve Ellison, 2008: 213). in view of the fact that corporate identity is a necessity, the enterprises that take place in Facebook are also able to reach target groups with their demographic characteristics and targeted advertisements according to their related fields.. With increasing number of users every day, Facebook is becoming a commercial space (Kircova ve Enginkaya, 2015: 98). 3. Materials and Methods The main purpose of the research is to examine how social media is influencing consumer behavior. Survey study was applied as data collection method in the study. in the creation of survey questions, Yazici (2014),Islek (2012), Elbasi (2015), Schivinski and Dabrowski (2013), Aytan and Telci (2014) were utilized. in the first part of the questionnaire there are five demographic questions as well as s