AZERBAYCAN'DA SOSYAL MEDYA REKLAMLARININ PLANLAMA SATIN ALMA DAVRANIŞLARINA ETKİSİNDE SOSYAL MEDYA AĞLARININ ROLÜ
THE ROLE OF SOCIAL MEDIA NETWORKS IN THE EFFECT OF SOCIAL MEDIA ADVERTISING ON PLANNING BUYING BEHAVIOR IN AZERBAIJAN

Summary/Abstract: The development of technology and the growing competitive environment have increased the use of social media platforms from the point of view of both consumers and businesses, allowing them to reach a wide audience in a short time at minimal cost. Social media advertising is an integral part of social media and a marketing tool that can reach a wide audience. On the other hand, changing market trends have led to changes in consumers' purchasing decisions. These changes have led consumers to make purchasing decisions in a planned manner and to make unplanned ones after being exposed to an incentive. Procurement decisions made after this stimulus are called unplanned purchasing decisions in the field of marketing. The purpose of this study is to determine the impact of advertisements shared on social media networks in Azerbaijan on unplanned purchasing behavior and to investigate whether this effect is related to the type of social media. The study, which aims to determine the impact of consumers 'perceptions of social media advertising on unplanned purchasing behavior and the role of demographics in this effect, analyzes individuals' attitudes toward social media advertising and the impact of social media advertising on purchasing behavior. The data collected by the survey method were analyzed using the SPSS 24 statistical program and the questions posed for the survey were answered. According to the results, social media advertising in Azerbaijan affects the unplanned purchasing behavior of consumers. The share of social media networks in this influence is indistinguishable.

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