The Effect of Social Media Tools’ Effectiveness at the Purchasing Process on Consumer Behavior: Mediating Role of the Generations

Abstract

Purpose - The primary purpose of the study is to determine the relationship between social media tools’ effectiveness at the purchasing process and consumer behavior in social media before and after the purchase. Another important goal is to reveal the mediating role of the generations in the effect of social media tools’ effectiveness at the purchasing process on consumer behavior in social media before and after the purchase. Design/methodology/approach - The data used in the research was obtained through a questionnaire from citizens residing in Antalya city in November 2019. A total of 664 questionnaires were included in the analysis. For the purposes of the study, correlation and hierarchical regression analyzes were performed. Findings - According to the results, it was determined that there is no relationship between social media tools’ effectiveness at the purchasing process and consumer behavior in social media before and after the purchase. While there is not any effect of social media tools’ effectiveness at the purchasing process on consumer behavior in social media before and after the purchase in social media, when the generation variable is included this equation it has been revealed that there is effect. While similar results were found in the marital status variable, no mediating role was observed in the gender variable. Discussion - The results of the study are expected to be beneficial for firms’ social media marketing activities and social media expertise. Businesses on social media should create a social media unit or should work with outsourcing and social media experts to update their social media pages instantly.