The Role of Social Media Advertising in Consumer Buying Behavior

International Journal of Commerce and Finance, Vol. 2, Issue 1, 2016, 81-89

9 Pages Posted: 3 Apr 2019

See all articles by Adnan Veysel Ertemel

Adnan Veysel Ertemel

Istanbul Commerce University; Bahcesehir University

Ahmad Ammoura

affiliation not provided to SSRN

Date Written: March 12, 2019

Abstract

P Consumer buying behavior is known also as consumer decision making is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy require needs. This study has been designed to answer main question about the role of social media advertising on consumer buying behavior in very active field which is fashion retail industry, then determine the differences if existed in this relation regarding to the name of the brands and consumer demographics factors.

By electronic questionnaires conducted for consumers live in Istanbul-Turkey, findings showed weak relation between social media advertising and consumer need recognition, no relation at all with search for information, strong relation with evaluate the alternatives, and moderate relation for both buying decision and post-purchase behavior, as those steps represent the five steps need recognition model in consumer buying behavior.

Moreover, findings showed no changes in this relation regarding to consumer’s age, and education level. However, there were changes between Females and males in the relation with consumer need recognition, and search for information. In addition, another changes regarding to income between social media advertising and evaluate the alternatives especially for consumers earn more than 5.000TL among other income groups.

Suggested Citation

Ertemel, Adnan Veysel and Ammoura, Ahmad, The Role of Social Media Advertising in Consumer Buying Behavior (March 12, 2019). International Journal of Commerce and Finance, Vol. 2, Issue 1, 2016, 81-89 . Available at SSRN: https://ssrn.com/abstract=3350965

Adnan Veysel Ertemel (Contact Author)

Istanbul Commerce University ( email )

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Bahcesehir University ( email )

Ciragan Avenue Osmanpaşa Mektebi Sokak No: 4 - 6
Besiktas
Istanbul, 34353
Turkey

Ahmad Ammoura

affiliation not provided to SSRN

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