BİREYLERİN MODA SATIN ALMA DAVRANIŞI VE SOSYAL MEDYA KULLANIMI İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA

Sosyal medyanın bireylerin güncel hayatının her alanında var olması ve çeşitli avantajlar sunması sebebiyleişletmelerin ve tüketicilerin ilgisini çekmektedir. İşletmeler sosyal medyayı kullanarak bulunduklarısektörlerdeki pazarlama ve iletişim potansiyellerini önemli ölçüde artırmaktadır. Günümüzde tüketicilerinolumlu ya da olumsuz bütün deneyimlerini sosyal medya ortamında paylaşması ile bu paylaşımlar viral birhızla yayılmakta, bireylerin satın alma kararında etkili olmaktadır. İnsanlar satın alma kararı vermeden öncesosyal medyada araştırma yaparak diğer tüketicilerin fikir ve tavsiyelerini değerlendirmektedir. Budoğrultuda, günümüzde tüketicilerin tüketim tercihleri üzerinde önemli etkiye sahip yaşam tarzı, modagiyim ilgilenimi ve sosyal medya ilgilenim düzeyinin tüketici satın alma ve ağızdan ağıza iletişim niyetiüzerinde etkisinin belirlenmesi amacıyla bir araştırma modeli geliştirilmiştir

A RESEARCH ABOUT RELATIONSHIP BETWEEN FASHION PURCHASE BEHAVIOR AND SOCIAL MEDIA BEHAVIOUR

Social media attracts enterprises and consumers due to it exists in every area of human life and offers various advantages. Enterprises use social media to significantly increase their marketing and communication potentials in the sectors. Today, people share their positive or negative experiences in a social media environment and these exchanges are spreading at a viral rate, influencing the purchasing decision of the people. People make research in the social media before making purchasing decisions and evaluate other consumers' ideas and recommendations. Accordingly, a research model has been developed in order to determine to effect lifestyle, fashion clothing involvement which have important influence on consumers' consumption preferences in today and of social media on intention of consumer purchasing and wom.

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