Social Medıa, Product Groups and Turkısh Consumers’ Preference
The use of social media in Turkey is above the world average. Social media is being used intensely by the public. This situation provides the companies with a great opportunity to easily access the consumer. The aim of this study is to identify which social media channels and which product groups are most followed and to bring suggestions to companies about this. In the study, the convenience survey method was preferred and 661 usable questionnaires were obtained. As a result of the study, the most used and important social media site in Turkey is Instagram. This site was followed by Facebook, Youtube, Twitter, Snapchat and Linkedin respectively. The most important and followed product group is clothing products. This product group was followed by technological, book-stationery, travel, cosmetics and food and beverage respectively. As a result, companies should actively use the most important social media sites. So that companies can increase brand value and communicate better with the consumer.
Keywords - Social Media, Product Group, Consumers’ Preference, Marketing