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

dc.contributor.authorAydın, Mehmet Nafiz
dc.contributor.authorAydın, Mehmet Nafiz
dc.date.accessioned2023-10-19T14:55:53Z
dc.date.available2023-10-19T14:55:53Z
dc.date.issued2022
dc.department-tempKadir Has Üniversitesi, Mühendislik ve Doğa Bilimleri Fakültesi, Yönetim Bilişim Sistemleri Bölümü, İstanbul, Türkiye -- Kadir Has Üniversitesi, Mühendislik ve Doğa Bilimleri Fakültesi, Yönetim Bilişim Sistemleri Bölümü, İstanbul, Türkiyeen_US
dc.description.abstractUnderstanding 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.en_US
dc.identifier.citation1
dc.identifier.doi10.54452/jrb.1024880
dc.identifier.endpage14en_US
dc.identifier.issn2630-6255
dc.identifier.issueözel sayıen_US
dc.identifier.scopusqualityN/A
dc.identifier.startpage1en_US
dc.identifier.trdizinid1151275en_US]
dc.identifier.trdizinid1151275en_US].
dc.identifier.urihttps://doi.org/10.54452/jrb.1024880
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/1151275
dc.identifier.urihttps://hdl.handle.net/20.500.12469/4619
dc.identifier.volume7en_US
dc.identifier.wosqualityN/A
dc.language.isoenen_US
dc.relation.ispartofJournal of research in business (online)en_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.titleTHE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAMen_US
dc.typeConference Objecten_US
dspace.entity.typePublication
relation.isAuthorOfPublicationa66a9279-fa0c-4915-816f-40c93cee4747
relation.isAuthorOfPublication.latestForDiscoverya66a9279-fa0c-4915-816f-40c93cee4747

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