The Impact of Social Media on Consumer Perception in Turkey

Abstract

The study aims to examine the impact of social media on consumer perception and behavior in Turkey. Today, it is observed that shopping patterns have changed significantly with intense technological developments. With the invention of the Internet and the telephone, consumer perception has become more different. Different perception behaviors have emerged such as spending most of their time on the internet and on the phone, different social media applications during the day, different experiences and complaints of consumers, and whether they are satisfied with the products they buy. As a result of the development of communication technologies, consumers, who have a perception of two-way communication, play a role in the dissemination of information as well as in obtaining information. For this reason, the perception of social media has become an important component in terms of consumption habits. In this study, it was aimed to determine whether social media has an effect on different applications and consumer behavior perception in Turkey. In order to reach an accurate result of the research, a questionnaire was prepared with 170 participants. The survey data were analyzed with the help of SPSS, 24 programs. According to the data of the study, the various social media programs, in the way of displaying various products, positively affected consumer perception.