The impact of social media and digital marketing on brand awareness and purchasing behavior of millennials in Istanbul

Basit Öğe Kaydı
dc.authorid0009-0006-9823-6709
dc.authorid0000-0002-7981-3121
dc.contributor.authorObeido, Nour Alhudaen_US
dc.contributor.authorTeker, Suaten_US
dc.date.accessioned2025-07-31T11:32:53Z
dc.date.available2025-07-31T11:32:53Z
dc.date.issued2025-07-30
dc.departmentIşık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin MBA Yüksek Lisans Programıen_US
dc.departmentIşık University, School of Graduate Studies, Master’s Program in Executive MBAen_US
dc.departmentIşık Üniversitesi, İktisadi, İdari ve Sosyal Bilimler Fakültesi, İşletme Bölümüen_US
dc.departmentIşık University, Faculty of Economics, Administrative and Social Sciences, Department of Managementen_US
dc.description.abstractPurpose- This study aims to investigate the impact of social media and digital marketing on brand awareness and purchasing behavior of millennials residing in Istanbul. The research focuses on how digital platforms, particularly social media, influence consumer perceptions, shape buying decisions, and foster brand loyalty among this key demographic. Methodology- A quantitative research approach was utilized, employing a structured online questionnaire distributed among 403 millennials in Istanbul. Data collection was based on validated scales measuring perceived product quality, product perception, brand recall, brand recognition, and purchasing behavior. The data were analyzed using descriptive statistics, correlation, and multiple regression analysis through SPSS version 21 to determine the relationship between brand awareness measures and purchasing behavior. Findings- The results reveal that perceived product quality, product perception, brand recall, and brand recognition all have a significant positive impact on the purchasing behavior of millennials. The analysis showed no significant differences in purchasing behavior according to gender, age, or education. The findings highlight that millennials are highly influenced by digital marketing strategies and social media campaigns, which enhance brand awareness and drive purchase decisions. Conclusion- The research concludes that social media and digital marketing play a critical role in shaping brand awareness and influencing the purchasing decisions of millennials. Brands that focus on effective digital marketing strategies and active social media engagement are more likely to increase customer loyalty and boost sales among this demographic. The study suggests that digital marketers should develop creative and targeted content, collaborate with influencers, and leverage data analytics to further enhance engagement with millennials.en_US
dc.description.versionPublisher's Versionen_US
dc.identifier.citationObeido, N. A. & Teker, S. (2025). The impact of social media and digital marketing on brand awareness and purchasing behavior of millennials in Istanbul. PressAcademia Procedia, 21(1), 18-21. doi:10.17261/Pressacademia.2025.1986en_US
dc.identifier.endpage21
dc.identifier.issn2459-0762
dc.identifier.issue1
dc.identifier.startpage18
dc.identifier.urihttps://hdl.handle.net/11729/6585
dc.identifier.urihttps://doi.org/10.17261/Pressacademia.2025.1986
dc.identifier.volume21
dc.institutionauthorObeido, Nour Alhudaen_US
dc.institutionauthorTeker, Suaten_US
dc.institutionauthorid0009-0006-9823-6709
dc.institutionauthorid0000-0002-7981-3121
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherSuat Tekeren_US
dc.relation.ispartofPressAcademia Procediaen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Öğrencien_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectSocial mediaen_US
dc.subjectDigital marketingen_US
dc.subjectBrand awarenessen_US
dc.subjectPurchasing behavioren_US
dc.subjectBrand recalen_US
dc.titleThe impact of social media and digital marketing on brand awareness and purchasing behavior of millennials in Istanbulen_US
dc.typeArticleen_US
dspace.entity.typePublicationen_US

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