The Effect of Phenomena on the Purchasing Behavior of Generation Z: The Case of Istanbul Esenyurt University Female Buyers

Murat Erdoğan

Makale detayları

The Effect of Phenomena on the Purchasing Behavior of Generation Z: The Case of Istanbul Esenyurt University Female Buyers

Yazarlar:

Murat Erdoğan

Yayıncı:

Ordu University

Ana Başlıklar:

Bölgesel Çalışmalar

Dergi:

Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.13 Issue 3, pp.3033-3050

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001302866

pISSN:

1309-9302

Anahtar kelimeler:

Özet:

 Social media platforms are used by companies that turn to digital marketing in order to reach the target audience faster and to attract attention with impressive elements. One of the social media platforms that provides digital marketing is Instagram. Advertising or product promotions on this platform are made through influencers Influencer-microcelebrity. The reason why brands prefer micro-celebrities, influencers is that these people have a large number of followers and are in constant interaction with their potential followers. Thanks to the interaction feature of Instagram, the images of the products to be promoted or sold fall into the discover area, and as these shares get likes, they reach more people. At the same time, new opportunities for digital marketing arise with the expansion of the domain thanks to the sharing of current tags with hashtag. In this study, the effect of phenomena in the promotion and sale of a product is investigated. In our study, face-to-face interviews were conducted with a semi-structured questionnaire and open-ended questions technique was used. The data of the study was obtained by the survey method. This survey, consisting of 17 questions, was answered by face-to-face survey method to 102 female students at Istanbul Esenyurt University and the subject was examined by supporting the data. As a result of the research, it was revealed that social media channels and Z generation female student buyer behaviors were directed by the phenomena.

 Social media platforms are used by companies that turn to digital marketing in order to reach the target audience faster and to attract attention with impressive elements. One of the social media platforms that provides digital marketing is Instagram. Advertising or product promotions on this platform are made through influencers Influencer-microcelebrity. The reason why brands prefer micro-celebrities, influencers is that these people have a large number of followers and are in constant interaction with their potential followers. Thanks to the interaction feature of Instagram, the images of the products to be promoted or sold fall into the discover area, and as these shares get likes, they reach more people. At the same time, new opportunities for digital marketing arise with the expansion of the domain thanks to the sharing of current tags with hashtag. In this study, the effect of phenomena in the promotion and sale of a product is investigated. In our study, face-to-face interviews were conducted with a semi-structured questionnaire and open-ended questions technique was used. The data of the study was obtained by the survey method. This survey, consisting of 17 questions, was answered by face-to-face survey method to 102 female students at Istanbul Esenyurt University and the subject was examined by supporting the data. As a result of the research, it was revealed that social media channels and Z generation female student buyer behaviors were directed by the phenomena.

 Social media platforms are used by companies that turn to digital marketing in order to reach the target audience faster and to attract attention with impressive elements. One of the social media platforms that provides digital marketing is Instagram. Advertising or product promotions on this platform are made through influencers Influencer-microcelebrity. The reason why brands prefer micro-celebrities, influencers is that these people have a large number of followers and are in constant interaction with their potential followers. Thanks to the interaction feature of Instagram, the images of the products to be promoted or sold fall into the discover area, and as these shares get likes, they reach more people. At the same time, new opportunities for digital marketing arise with the expansion of the domain thanks to the sharing of current tags with hashtag. In this study, the effect of phenomena in the promotion and sale of a product is investigated. In our study, face-to-face interviews were conducted with a semi-structured questionnaire and open-ended questions technique was used. The data of the study was obtained by the survey method. This survey, consisting of 17 questions, was answered by face-to-face survey method to 102 female students at Istanbul Esenyurt University and the subject was examined by supporting the data. As a result of the research, it was revealed that social media channels and Z generation female student buyer behaviors were directed by the phenomena.

 Sosyal medya platformları, hedef kitleye daha hızlı ulaşmak ve etkileyici unsurlarla ilgi çekebilmek amacıyla dijital pazarlama alanına yönelen şirketler tarafından kullanılmaktadır. Dijital pazarlamayı sağlayan sosyal medya platformlarından birisi de Instagramdır. Bu platformda reklam veya ürün tanıtımları fenomenler Influencer-mikro ünlü aracılığıyla yapılmaktadır. Markaların mikro ünlüleri, fenomenleri tercih etmesinin temelinde söz konusu kişilerin takipçi sayılarının fazla olması ve potansiyel takipçileriyle sürekli etkileşim halinde olmalarıdır. Instagramın etkileşim özelliği sayesinde tanıtımı veya satışı yapılacak ürünlere ait görseller keşfet alanına düşmekte ve bu paylaşımlar beğeni aldıkça daha fazla kişiye ulaşmaktadır. Aynı zamanda güncel etiketlerin hashtag ile paylaşılması sayesinde etki alanının genişlemesiyle dijital pazarlama için yeni fırsatlar doğmaktadır. Bu çalışmada fenomenlerin bir ürünün tanıtılmasında ve satışındaki etkisi araştırılmaktadır. Çalışmamızda yöntem olarak yarı yapılandırılmış soru formuyla yüz yüze görüşmeler gerçekleştirilmiş ve açık uçlu sorular tekniğinden faydalanılmıştır. Çalışmanın verileri ise anket yöntemiyle elde edilmiştir. 17 sorudan oluşan bu anket İstanbul Esenyurt Üniversitesindeki 102 kadın öğrenciye yüz yüze anket yöntemi ile cevaplandırılmış ve konu verilerle desteklenerek incelenmiştir. Araştırma sonucunda fenomenler tarafından, sosyal medya kanalları ile Z kuşağı kadın öğrenci alıcı davranışlarının yönlendirildiği ortaya konulmuştur.

Makale detayları

The Effect of Phenomena on the Purchasing Behavior of Generation Z: The Case of Istanbul Esenyurt University Female Buyers

Yazarlar:

Murat Erdoğan

Yayıncı:

Ordu University

Ana Başlıklar:

Bölgesel Çalışmalar

Dergi:

Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.13 Issue 3, pp.3033-3050

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001302866

pISSN:

1309-9302

Social media

adverstisment

influncer

z generation

marektingSosyal Medya

Influencer

Z Kuşağı Alıcı Davranışları

Social media

adverstisment

influncer

z generation

marekting

Sayı

Makale detayları

Yazarlar: Murat Erdoğan

Yayıncı: Ordu University

Ana Başlıklar: Bölgesel Çalışmalar

Dergi: Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.13 Issue 3, pp.3033-3050

Belge Tipi: Makale

Yayın Tarihi: 11/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001302866

pISSN: 1309-9302

Sayı

Yazarlar:

Murat Erdoğan

Yayıncı:

Ordu University

Ana Başlıklar:

Bölgesel Çalışmalar

Dergi:

Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi Vol.13 Issue 3, pp.3033-3050

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001302866

pISSN:

1309-9302