ANALYZING THE ROLE OF SOCIAL MEDIA ON CONSUMER PREFERENCES: A STUDY ON TURKISH SERVICE SECTOR WITH CONJOINT ANALYSIS

Abstract

In the era of globalization, Social media play a key role in business all over the world and an essential part of individuals live as well. It is a useful tool for firms who is eager to maintain and expand their market share or at least to avoid to be left in behind and get out of the market nowadays fierce competition. Consumer preferences analysing is an important topic for both academic researchers and trade companies as it helps to understand consumers needs and behaviours, by which a righter insight and strategies can be developed when dealing with consumers. With growing importance to service, sector especially in Turkey this research is undertaken to analyse in-depth the social media role in influencing consumers when they choose between service providers companies in Turkey. Conjoint analysis is generally proffered when dealing with consumers’ related studies. The’s technique gives stimulation that most near to reality and its flexibility, we aimed to contribute to related literature and also support firms in having the best strategies while using social media to maintain and win new customers, there for data was collected from respondents over our selected attributes with its levels. The findings conclude that there is a positive relationship between the fast response, useful of content and number of likes and shares with consumers’ positive attitudes. Additionally, the impact of those influencers slightly differs according to some demographic criteria like gender, age and employment status but does not present any significant difference