Sosyal Medyanın, Z Kuşağı Tüketicilerinin Satın Alma Davranışları Üzerindeki Etkisi
No jwsgd, Thesis Commons from Center for Open Science
In this exploratory study, it has been attempted to understand how buying behavior of Generation Z individuals is affected by social media. A survey study was conducted with a sample of 569 Gen Z individuals. As a result of the study, determinations about Generation Z; a) They had started to use social media tools since they were children, b) They are frequently using social media tools, especially media sharing sites and social networking sites, c) The time they spend weekly on social media is much more than the previous generations do, d) Social media tools, especially media sharing web sites, have an important effect on their purchasing decisions, e) Their educational levels, expense amounts that they perceive and their frequency of using social media are important factors playing a significant role on their pre-purchase and post-purchase behaviors on social media, f) There is a significant relationship between their pre-purchase behaviors on social media and post-purchase behaviors on social media.
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