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Abstract


THE ROLE OF SOCIAL MEDIA IN CONSUMER BEHAVIOR OF GENERATION Z: A QUALITATIVE RESEARCH EXAMPLE

In today's world where information and communication technologies are developing rapidly and decrease in boundry, internet and social media have become one of the most important concepts for people's daily life. This virtual environment, social media, where millions of people from all over the world interact with each other has shown itself in marketing field and so firms have found opportunity to introduce their products or services faster and cheaper to the large mass. Likewise, consumers also have found opportunity to analyse and decide to buy products or services by reading other user's comment. Now, social media is a new factor that affects consumer's buying decision on the marketing field. The members of Z generation who born in information age are using social media intensively, thus, this generation is probably the most important cohort that businesses should focus on. Along with increasing importance of social media for marketing field and efficient use of social media by members of Z generation has turn social media and Z generation relationship into an important issue to be examined. In this study, it has been trying to analyze that the role of social media on the consumption and purchasing behaviors of generation Z members has been investigated.



Keywords
Social Media, Online Shopping, Consumer Behaviour, Generation Z



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