SOSYAL MEDYA KULLANIMININ TÜKETİCİLERİN RESTORAN TERCHİNE ETKİSİ
THE EFFECT OF SOCIAL MEDIA USE ON CONSUMERS' RESTAURANT CHOİCE

Summary/Abstract: Consumers see social media as a source of research and information about products or services. The aim of this study is to investigate the effect of social media on consumers' purchasing behavior in restaurant management in Azerbaijan. This research is important in explaining the use of restaurant processing to increase consumers from social media platforms and attract them to purchase their products. In addition, the data obtained will enable other small and large enterprises to benefit from this method. Questionnaire technique, which is one of the quantitative data collection methods, was used in the research. The first-hand data collection technique was determined by the online survey method. In addition, second-hand data collection technique was used in this field from books, internet resources, articles, theses and journals in the literature. 350 people participated in the survey. The survey results were analyzed with the SPSS 26 program. With the survey results, t-test analysis, one-way anova analysis, reliability analysis, frequency analysis, explanatory analysis and correlation analysis were performed. As a result, it has been revealed that the use of social media by restaurants affects the purchasing behavior of consumers in certain ways.

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