TITLE:
The Effect of Phenomenon in Social Media Marketing Activities
AUTHORS:
Dilek Kiraz, Murat Basal
KEYWORDS:
Digital Marketing, Social Media Marketing, Phenomenon, Marketing
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.2,
March
21,
2024
ABSTRACT: During the 2000s, the way companies operate and carry out their marketing communications was altered by the growth of the internet and the impact of globalization. These developments have made online shopping more and more important every day. Corporate social media activities have become essential for marketing communication due to the swift dissemination of social media. Social media tools enable individuals to promptly learn about the produced goods or services, generate content, and swiftly share ideas with businesses and fellow consumers during their engagements. Consumer buying behavior is also influenced by social media activity. Sales companies attempting to enhance their recognition utilize online phenomena in order to impact purchasing behavior. The Internet is a worldwide communication system that allows a computer or smart device to transmit and receive data and information. You can access desired web pages and data through the Internet. Additionally, a computer enables you to communicate with individuals globally. It is commonly used to represent a phenomenon that is widely recognized by many individuals through the Internet, and is frequently shared anonymously in the form of popular images, videos, words, or phrases. Companies also tend to take advantage of Internet phenomena, because any phenomenon can spread on the Internet.
As a result of all these, this study aims to determine the effect of internet phenomena on consumers' purchasing behavior. The data collected from the questionnaire were applied online using Google form. These data were collected from 330 people in Istanbul. The obtained data were analyzed through SPSS statistical program. As a result of the Anova and t-test, the hypotheses formed in the study were proven to be correct. It is recommended that this study be applied throughout Turkey in addition to Istanbul.