EVALUATING THE SOCIAL MEDIA’S EFFECT ON ONLINE SHOPPING BEHAVIOR OF TURKISH CONSUMERS DURING THE COVID -19 PANDEMIC

Abstract

This study explores the changing field of e-commerce, focusing on how important social media aspects affect consumers' online buying habits. We evaluated four hypotheses on live streaming, celebrity endorsement, promotional tools, and online reviews using regression analysis. The results show that these characteristics have a strong and favorable impact on people's intentions to purchase online, convincingly supporting all of the predictions. Live Streaming emerged as a potent marketing tool, with those participating in live streaming activities expressing heightened intentions to shop online. Celebrity Endorsement proved to be a powerful influencer, positively affecting online shopping behavior. The effective use of Promotional Tools was found to substantially boost online shopping intentions. Positive Online Reviews were identified as a crucial factor shaping behavior, emphasizing the importance of managing online reputation. The implications of these findings extend beyond academia, offering practical insights for businesses. Incorporating Live Streaming, Celebrity Endorsements, and effective Promotional Tools into online marketing strategies can captivate and engage audiences, ultimately increasing shopping intentions. Managing online reputation and fostering positive customer reviews are integral for enhancing brand credibility and trustworthiness in the digital landscape. As e-commerce continues to shape the future of retail, businesses that recognize and integrate these factors into their strategies can effectively navigate the evolving online retail landscape, fostering stronger connections with consumers. This research contributes valuable insights, providing a roadmap for businesses seeking success in the digital age by staying attuned to the ever-changing dynamics of social media's impact on online shopping