A STUDY ON THE EFFECTS OF SOCIAL MEDIA OVER HEDONIC SHOPPING BEHAVIORS - SOSYAL MEDYANIN HEDON？K SATIN ALMA DAVRANI？LARINA ETK？LER？ üZER？NE B？R ARA？TIRMA

Nowadays, as result of the increase in the use of social networks, companies are heading to new approaches. As a result, the contents of social networks, and digital marketing activities shape consumer behaviors. Besides, goods and services could reach consumers fast and cheaply thanks to social networks and digital marketing. Hedonic behavior, as a psychological phenomenon, is a pleasurable feeling that has the pleasure of having things that people enjoy and has a significant impact on consumer behavior. In this study, after conducting a questionnaire to determine the reasons of social network use, the role of social networks in purchasing process, hedonic shopping motivation and the effects of social advertisements on product preference in order to measure the effects of social media on hedonic purchasing behaviors, the findings of the research have been given in details