Abstract:
Having a substantial role in our lives thanks to the developments in communication technologies, the concept of social media ranks among the marketing strategies that businesses cannot give up. Social media platforms, playing a large part in institutions' communication and interactions with the target groups, give firms a lot of opportunities to achieve many marketing goals like increasing brand awareness or providing commitment of the target group. Furthermore, the widespread use of the internet has enabled e-commerce sites to be preferred more and the environment provided by social media marketing to e-commerce sites has allowed more transparent mutual communication opportunity in the dialogues between the institution and its target groups. Thanks to these opportunities, target groups have had amenities such as asking questions and giving positive or negative feedback, which cannot be supplied by many other marketing activities. Therefore, the aim of this study is to reveal how the university students, as being young consumers using e-commerce sites, are affected by the marketing activities of these sites on social media.
