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Developing Marketing Strategies Through Social Media Platforms: An Analysis of Social Media’s Impact on Consumer Behavior

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  • Dilara Büyükköz

    (Management Information Systems Department, Marmara University, Istanbul, Turkiye.)

  • Elif Güven

    (Management Information Systems Department, Marmara University, Istanbul, Turkiye.)

Abstract

Social media, which holds an important position not only in daily life but also in business, is now seen as one of the most suitable channels for marketing. Regardless of the sector, companies build their marketing strategies around social media platforms, which are more accessible and cost-effective, and promote their products or services through these channels. These platforms, which have significant positive effects on customer and brand communication, provide benefits for both companies and consumers. In this context, understanding which types of social media content resonate with customers is a crucial step toward achieving success. Considering the growing importance of social media, this study seeks to explore how businesses create and develop marketing strategies using social media platforms, as well as examine the impact of these platforms on consumer behaviors.

Suggested Citation

  • Dilara Büyükköz & Elif Güven, 2024. "Developing Marketing Strategies Through Social Media Platforms: An Analysis of Social Media’s Impact on Consumer Behavior," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(11), pages 63-76, November.
    • Handle: RePEc:bjc:journl:v:11:y:2024:i:11:p:63-76
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Duangruthai Voramontri & Leslie Klieb, 2019. "Impact of social media on consumer behaviour," International Journal of Information and Decision Sciences, Inderscience Enterprises Ltd, vol. 11(3), pages 209-233.
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