THE EFFECTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR: THE CROSS-NATIONAL COMPARISON
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Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
As early as twenty years ago, social media (SM) entered and integrated into people’s lives by becoming an essential part that can’t be separated, hence having a great impact on them, especially on consumers. Also, marketers strategically utilize SM to reach audiences and potential consumers since SM became one of the best mediums for attracting consumers by suppressing all traditional communication methods. Different SM applications started to spread gradually in different societies and culturally specific SM tools were developed rapidly. SM use has been an important part of daily life in every culture, except in closed societies. This study aims to reveal the effect SM has on consumers and their online behavior from a cross-cultural perspective. In the study, it is assumed that electronic word of mouth (E-WOM) and SM advertisements are affected by independent factors. Consumers' online decision-making styles are included in the research as another question that needs to be answered. It is assumed that the cultural factors that affect online consumer behavior and consumers' decision-making styles will differ between cultures. This study uses data from a survey of 300 Turkish consumers in Turkey and 250 Russian consumers in Russia. According to the data, 55.7% of the Turkish and 56.4% of Russian participants reported having purchased some products after a month of being exposed to adverts.
Açıklama
Anahtar Kelimeler
Social Media, Consumer Behavior, Digital Marketing, Online Advertisements, Electronic Word-of-Mouth.
Kaynak
Doğuş Üniversitesi Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
24
Sayı
2
