Journal Name:
- Journal of Educational and Instructional Studies in the World
| Author Name | University of Author | Faculty of Author |
|---|---|---|
Abstract (2. Language):
With the widespread use of smart phones, immediate access to information, rapid communication and social
media with it, has led to changes in consumer shopping habits. Individuals are now questioning their
purchasing decisions through social media, discussing within their communities or forming their preferences by
advertising and campaigns of companies in social media. Companies which are aware of this, are making efforts
to use the social media in a most effective way. In this study, impact of advertisements of companies in social
media, also commonly used by university students, on purchasing behaviour of consumers in this group was
investigated. According to the results, in social media, students do research on products, gather preliminary
information by following advertisements, are affected by the comments, and evaluate the recommendations. It
was also observed that the positive effect on the purchasing behaviour answered by company officials to
students’ questions or comments for any products.
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FULL TEXT (PDF):
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