AZERBAYCAN'DA SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: CİNSİYET VE YAŞ GRUPLARININ ROLÜ
THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR IN AZERBAIJAN: THE ROLE OF GENDER AND AGE GROUPS

Summary/Abstract: Along with the rapid development of the Internet and technology, significant innovations have been observed in the field of marketing, as well as in a number of areas. The recent increase in the number of blogs, media sharing sites, social networks and social media users, in addition to the strengthening of online connections, has also attracted companies of importance in the digital sphere. Social media has become an important factor in brand building relationships with customers, providing services more easily, and implementing other marketing plans. In addition, social media has recently begun to be used not only to build relationships and promote products, but also to increase brand awareness and build brand trust. As social media has become one of the main marketing tools of brands, the study of the role of social media marketing in consumer behavior has become relevant. The main purpose of the study is to determine the impact of social media marketing on consumer behavior. The universe of the study consisted of social media users aged 18 and over living in Azerbaijan. The survey data were obtained through an online survey of 352 social media users using an easy sampling method. The obtained data were analyzed by SEM analysis method. The analysis found that social media marketing has a positive and significant impact on brand awareness and brand trust. In addition, it was found that demographic variables play a moderating role in the relationships between research variables.

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