THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM

Zemzem Selin ORUÇ, (Kadir Has Üniversitesi, Mühendislik ve Doğa Bilimleri Fakültesi, Yönetim Bilişim Sistemleri Bölümü, İstanbul, Türkiye)
Mehmet Nafiz AYDIN (Kadir Has Üniversitesi, Mühendislik ve Doğa Bilimleri Fakültesi, Yönetim Bilişim Sistemleri Bölümü, İstanbul, Türkiye)
Journal of research in business (online)
21 5
Yıl: 2022 Cilt: 7 Sayı: özel sayı Sayfa Aralığı: 1 - 14 Metin Dili: İngilizce DOI: 10.54452/jrb.1024880 İndeks Tarihi: 13-01-2023

THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM

Öz:
Understanding consumer behavior and decisions on e-commerce are vital. Well-defined consumer behavior and investigating what influences that behavior on an online shopping journey is a key for an online seller. However, having insights on what affects consumer behavior and understanding the relationship among content and user is a complex problem. There are various aspects of social media content in this process that mediates the decisions and behavior of customers. This paper investigates consumer behavior in connection with social media content from the media richness theory perspective. In particular, the changes in the content and its effects on consumer engagement and interaction were analyzed by considering the changes in engagement rates and the number of interactions. For empirical testing, a case study is conducted in a start-up e-commerce company, called Freja Silver. The variations of content have been analyzed and data-driven results have been evaluated.
Anahtar Kelime: Consumer behavior e-commerce media richness brand equity purchase intention

Belge Türü: Makale Makale Türü: Konferans Bildirisi Erişim Türü: Erişime Açık
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  • Zemzem Selin ORUÇ (Research Asst.), is a Research Assistant at Nişantaşı University, Faculty Of Economics, Administrative and Social Sciences, New Media department. She is pursuing her PhD at Kadir Has University in Management Information Systems department. Her research interests consists of data- based behavioral analyses, e-commerce, and entrepreneurship.
  • Mehmet N. AYDIN (Assoc. Prof.) is an Associate Professor at Kadir Has University, Faculty of Engineering and Natural Sciences, Management Information Systems department. He completed his PhD at University of Twente in Management Information Systems department. His area of research includes cloud computing, network, e-business, information system design. He has several research published in international journals and conferences.
APA Oruç Z, Aydin M (2022). THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. , 1 - 14. 10.54452/jrb.1024880
Chicago Oruç Zemzem Selin,Aydin Mehmet THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. (2022): 1 - 14. 10.54452/jrb.1024880
MLA Oruç Zemzem Selin,Aydin Mehmet THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. , 2022, ss.1 - 14. 10.54452/jrb.1024880
AMA Oruç Z,Aydin M THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. . 2022; 1 - 14. 10.54452/jrb.1024880
Vancouver Oruç Z,Aydin M THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. . 2022; 1 - 14. 10.54452/jrb.1024880
IEEE Oruç Z,Aydin M "THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM." , ss.1 - 14, 2022. 10.54452/jrb.1024880
ISNAD Oruç, Zemzem Selin - Aydin, Mehmet. "THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM". (2022), 1-14. https://doi.org/10.54452/jrb.1024880
APA Oruç Z, Aydin M (2022). THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. Journal of research in business (online), 7(özel sayı), 1 - 14. 10.54452/jrb.1024880
Chicago Oruç Zemzem Selin,Aydin Mehmet THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. Journal of research in business (online) 7, no.özel sayı (2022): 1 - 14. 10.54452/jrb.1024880
MLA Oruç Zemzem Selin,Aydin Mehmet THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. Journal of research in business (online), vol.7, no.özel sayı, 2022, ss.1 - 14. 10.54452/jrb.1024880
AMA Oruç Z,Aydin M THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. Journal of research in business (online). 2022; 7(özel sayı): 1 - 14. 10.54452/jrb.1024880
Vancouver Oruç Z,Aydin M THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM. Journal of research in business (online). 2022; 7(özel sayı): 1 - 14. 10.54452/jrb.1024880
IEEE Oruç Z,Aydin M "THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM." Journal of research in business (online), 7, ss.1 - 14, 2022. 10.54452/jrb.1024880
ISNAD Oruç, Zemzem Selin - Aydin, Mehmet. "THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM". Journal of research in business (online) 7/özel sayı (2022), 1-14. https://doi.org/10.54452/jrb.1024880
Sayfa Oluşturulma Tarihi
24-04-2024 5:31

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