Developing Marketing Strategies Through Social Media Platforms: An Analysis of Social Media’s Impact on Consumer Behavior

Dilara Büyükköz and Elif Güven
Additional contact information
Dilara Büyükköz: Management Information Systems Department, Marmara University, Istanbul, Turkiye.
Elif Güven: Management Information Systems Department, Marmara University, Istanbul, Turkiye.

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 11, 63-76

Abstract: Social media, which holds an important position not only in daily life but also in business, is now seen as one of the most suitable channels for marketing. Regardless of the sector, companies build their marketing strategies around social media platforms, which are more accessible and cost-effective, and promote their products or services through these channels. These platforms, which have significant positive effects on customer and brand communication, provide benefits for both companies and consumers. In this context, understanding which types of social media content resonate with customers is a crucial step toward achieving success. Considering the growing importance of social media, this study seeks to explore how businesses create and develop marketing strategies using social media platforms, as well as examine the impact of these platforms on consumer behaviors.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijrsi/d ... 1-issue-11/63-76.pdf (application/pdf)
https://rsisinternational.org/journals/ijrsi/artic ... n-consumer-behavior/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjc:journl:v:11:y:2024:i:11:p:63-76

Access Statistics for this article

International Journal of Research and Scientific Innovation is currently edited by Dr. Renu Malsaria

More articles in International Journal of Research and Scientific Innovation from International Journal of Research and Scientific Innovation (IJRSI)
Bibliographic data for series maintained by Dr. Renu Malsaria ().