Sosyal Medya Araçlarının Kullanımının Tüketicinin Satın Alma Davranışları Üzerine Etkisi: Türkiye-Lübnan Karşılaştırması
The Effect of Use of Social Media Tools on Consumer's Purchasing Behavior: Comparison Between Turkey and Lebanon

Summary/Abstract: Purpose – With the development of technology, the internet and social media have led to a transformation in every aspect of daily life. Based on this case, the aim of the study is to determine the difference between the social media usage habits of the consumers of two countries with different economic, cultural and demographic characteristics and to try to determine how it affects their pre-and post-purchase behaviors. Design/methodology/approach – In the study, quantitative research method to reach concrete data; descriptive and causal research method was applied to define the cause-effect relationship. The purchasing decision scale created by İşlek (2012) was used. A survey technique was used to determine the difference between pre-purchase and post-purchase social media usage of consumers in the two countries. A total of 854 people, 418 from Lebanon and 436 from Turkey, were surveyed electronically. Validity, reliability, factor analysis, t-test and chi-square tests were used in the study. Findings – As a result of the research, it has been seen that Lebanese consumers use social media more actively, people inboth countries do research on social media before purchasing a product, and trust consumer and familiar comments. On the other hand, after purchasing Lebanese consumers share their feelings and thoughts more about the product they buy, while Turkish consumers; It has been concluded that if they are dissatisfied with the product, they expect the seller to notice this situation and communicate with them. Discussion – The use of social media tools by Turkish and Lebanese consumers, the effect of social media tools on purchasing, the frequency of use of social media, pre-purchase and post-purchase behavior in social media differ. These results are similar to previous studies. It is evaluated that belief, culture, and social structure affect social media usage habits.

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