The Role of Trust on Social Media Purchase Behavior: A Study on Young Consumers in the Context of the Technology Acceptance Model

Abstract

In today's dynamic market conditions, it has become a critical competitive element for businesses to use social media platforms in their marketing activities in order to raise awareness of their products and services, improve their brand image, maintain their relations with existing customers and reach new customer groups. platforms have caused a great transformation not only in the daily lives of individuals, but also in their businesses, especially in their marketing activities. Social media, which functions as a new platform where marketing activities are applied, has become a very important platform where social media businesses can implement their marketing activities, especially when compared to traditional media, with the disadvantages of one-way communication of traditional media, direct communication opportunity, easy measurement and cost advantage. In this context, the aim of this research is to examine the effect of the trust factor on the social media purchasing behavior of young consumers within the framework of the technology acceptance model.