(Purchasing Behavior of Social Media's Effect on Consumers: A Case Study on University Students in Turkey and Iran)

Abstract

Purpose – The aim of the study is to reveal the differences and similarities between the citizens of two countries with different cultural and demographic structures, although they are located in similar geographies, and among the purchasing behaviors of university students, who are undoubtedly the highest social media users. Although different technological infrastructures are used, the main purpose of the study is to reveal how social media affects purchasing behavior. Design/methodology/approach – In the research, a quantitative research method was applied. Depending on the purpose of this research in the types of quantitative research exploratory through correlational research types it is thought to be appropriate to the correlational research and in making the purchase of customers in the two countries accordingly views and through the use of questionnaires in order to benefit from the experience 400 in Iran, 400 in Turkey In total, face-to-face interviews were conducted with 800 people. Findings – According to the findings of the study, it was examined whether there is a differentiation in the pre-purchase consumer behaviors of Turkish and Iranian consumers participating in the research on social media and a significant difference was determined at the 0.05 significance level. Although Iranian consumers spend more time on the internet, their time on social media is less than Turkish consumers. In both countries, the rate of sharing on social media after purchasing the product is around 50% and there is a similarity in the consumers of the two countries. Discussion – As seen in the literature, many studies have been conducted in the last decade to show that social media affects consumer behavior. This study specifically different cultural and technological infrastructure, although geographical proximity to Turkey and both countries such as Iran, reveals similarities and differences in the behavior of consumers in specific age ranges and social media response. In this process, although different social media tools are popular in their countries, it is seen that the effect of social media phenomenon is largely similar. These and similar multicultural comparative studies are important in understanding the impact of social media on marketing processes.