SOCIAL AND

HUMANITIES SCIENCES
Theory, Current Researches and New Trends 5

Editors
Prof. Dr. İbrahim SERBESTOĞLU
Prof. Dr. Mehmet YILMAZ
 Editors
Prof. Dr. İbrahim SERBESTOĞLU
Prof. Dr. Mehmet YILMAZ

First Edition •© October 2022 /Cetinje-Montenegro

ISBN • 978-9940-46-107-2

© copyright All Rights Reserved

web: www.ivpe.me
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Cetinje, Montenegro
 CHAPTER I

THE EFFECT OF SOCIAL MEDIA ON CONSUMER DECISIONS

DURING THE COVID-19 PANDEMIC: THE CASE OF
ÇANAKKALE ONSEKİZ MART UNIVERSITY
Lecturer Yağmur AKARSU
Çanakkale Onsekiz Mart University, [email protected]
Orcid No: 0000-0002-9277-5019
RA. Dr. Merve ERDOĞAN
Çanakkale Onsekiz Mart University, [email protected]
Orcid No: 0000-0002-2866-9633

1. Introduction
With the onset of the Covid-19 pandemic, social media has become a
rapidly developing communication tool that produces information and
enables the dissemination of information. In recent years, social media has
enabled the rapid dissemination of information about public health.
(Kadam, Atre, 2020:1; Topçu, 2022 :344).
The pandemic has further increased the interest in online shopping.
The contactless shopping process has been a unique opportunity for people
in this period. With the increase in online shopping, many businesses have
started to promote their goods and services via social media platforms.(Lv,
et al. 2020: 5).
The pandemic has presented an unprecedented challenge for both
public health, food systems, and business (Taha, 2021: 1). Uncertainty for
future periods on consumers' decisions decreases their consumption
behavior, while increasing their savings. Lyhagen (2001: 675) .
The pandemic is reversing the flow of work, education, health and
purchasing and consumption. Thanks to more flexible time spent at home,
consumers have tried recipes (playing a musical instrument, shopping
online, etc.) and honed their skills. While some of them go viral, consumers
become producers with commercial possibilities. Because of this situation,
YouTube and the like are full of videos with the potential for innovation
and commercial success. Consumption behaviors vary due to the contagion
period, economic uncertainty and isolation during the pandemic process.
This situation has led to the use of more online shopping and the purchase
of non-perishable basic food and cleaning materials on rapidly reshaped
consumer behavior. (Sheth, 2020: 281-282).

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 Need Informatio Evaluation of Postpurchase Purchase
recognitio n search alternatives behaviour
n

Figure 1:Five-stage model of the consumer buying proces

(Stankevich 2017: 10)
Figure 1 shows the traditional five-stage model of consumer decision
making. Accordingly, the consumer decision-making process consists of
the stages of recognizing needs, seeking information, evaluating
alternatives, purchasing and post-sales behavior. An operator has to
understand these steps well in order to mobilize the consumer, that is, to
ensure that he buys goods and services appropriately.

8. Discovery of 1. Hoarding
Talent
7. Reunious
with Friends and 2.Improvisation
Family
6. Blurring of 3.Pent-up
Work-Life… Demand

4. Empracing
5. Store… Digital
Technology

Figure 2: Immediate Impact of Covid-19 on Consumption Behavior

(Sheth, 2020: 281)
Figure 2 shows the effects of the Covid-19 pandemic on consumption
behaviors. Based on the graph, these effects are; stocking, temporary
measures, pent-up demand, adopting digital technology and online
merchandising, blurring of work/life boundaries, meetings with
friends/family, and talent discovery. In this context, consumers stockpile

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their basic consumption needs (toilet paper, bread, water, meat,
disinfection, etc.) during the pandemic period. Consumers want to take
temporary measures since there are restrictions during this period.
Temporary measures also bring innovative practices.Such as funeral
services on zoom instead of funerals that cannot be held due to restrictions.
In times of crisis and uncertainty, the general trend is to delay the purchase
and consumption of optional goods or services. This situation is generally
associated with durable consumer goods (house, car, etc.). It also includes
optional services such as concerts, sports, bars and restaurants. This causes
demand to shift (postpone) from the present to the future. Consumers have
adopted new technology and its applications out of necessity. Most
consumers love social media, including Facebook, WhatsApp, YouTube,
and more. In general, the impact of digital technology, and social media in
particular, on consumer behavior is huge in scale and pervasive in the
consumer's daily life.
Social media has had significant effects during the pandemic. This
effect can be seen from entertainment to shopping. Social distancing and
quarantine during the pandemic process have allowed people to connect
with other people and increase their interest in social media (Nabity-
Grover et al., 2020: 3). This research was conducted to examine the effect
of social media on the changes in the consumption and saving habits of
consumers during the Covid-19 pandemic.
2. Literature Review
During the Covid-19 pandemic, many studies have been conducted on
the changes in the consumption and saving habits of consumers. Below are
the domestic and foreign literature on the effect of social media on
consumers' decisions.
Erden (2020), investigated the effect of social media use during the
Covid-19 pandemic. In the research, an online questionnaire was applied
to 100 people. The survey results were analyzed with the SPSS 23
statistical package program. The scope of the research was limited to
Whatsapp, Facebook, Instagram and Twitter. According to the results of
the research, it was observed that the use of social media increased by 47%
in this process.
Hasanat et. al.. (2020), investigated the impact of the Covid-19
pandemic on online business in Malaysia. In the research, an online
questionnaire was applied to 60 participants. The data were analyzed in the
SPSS statistical package program. According to the results of the research,
it has been reached that the maximum of the products came from China

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and that many of the sectors were closed in this process, and there was no
product import and export.
Belbağ (2021), investigated customer behavior in Turkey during the
Covid-19 pandemic and how customers adapted to the new normal. For
this purpose, online interviews were conducted with 78 Turkish
consumers. According to the results of the research, economic recession,
partial shutdown regulations, social media messages are shown as
environmental stimuli that affect consumer behavior during the pandemic.
Also, consumers' behavioral responses to the pandemic include changes in
purchasing consumer goods, avoidance of physical stores, reductions in
leisure activities and shopping frequency, stocking and consumption.
Kocabıyık (2021), conducted a research on the social media usage
experiences and satisfaction of young users during the Covid-19 pandemic.
In the research, an online questionnaire was applied to 52 students who
received university education. The data were analyzed with the Maxqda 12
program. According to the results of the research, the participants stated
that they use social media to get information, communicate, socialize and
have fun.
Masonet. et. al.. (2021), investigated the effect of social media on
consumers living in India during the Covid-19 pandemic. In the research,
313 Indian consumers were surveyed online to compare how social media
has changed consumer behavior since the Covid-19 pandemic began.
Multiple statistical methods were used to analyze the data. The findings
reveal the increasing use of social media as a consumer decision-making
tool. Also, the effects of the increasing importance of social media in
consumer decision-making process with the global reach of Covid-19
apply to most countries.
Mason et. al. (2021), conducted a research to examine changes in
social media marketing after the covid-19 pandemic in the USA. For this
purpose, an online survey was applied to 327 consumers living in the USA.
According to the results of the research, after the pandemic, social media
has changed consumer decision-making processes. The research has shown
that consumers use social media more to get to know products, gather
information about products and evaluate them in this process.
Taha et. al. (2021) examined the impact of the Covid-19 pandemic on
consumers' social media use and shopping behavior. An online
questionnaire was applied to 937 consumers living in Italy and Slovakia.
According to the results of the research, a statistical difference was found
in the use of social media by various demographic factors (such as age,
gender) in the first wave of Covid-19. In addition, a weak relationship was

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found between the use of social media and purchasing from e-shops
advertising social media.
Alamaslı et. al. (2022), examined the effect of media on consumer
decisions during the pandemic process. In the research, five e-commerce
companies (Hepsiburada, Trendyol, N11, Gittigidiyor and Çiçek Sepeti)
with the highest number of Instagram followers between March and
December 2020 were selected. Analysis in Turkey was analyzed using
IBM SPSS Software and NVivo programs. According to the results of the
research, it was revealed that consumers' decisions changed during the
pandemic period, they shopped more online, and the effect of social media
on this decision was high. In addition, it is among the findings of the
research that the number of followers of the five companies that are the
subject of the research increased significantly during this period.
3. Research Method, Application and Sampling
The results of the research were reached by using the descriptive
statistics technique, one of the quantitative data analysis methods. The
research was conducted with 207 students aged 18-46 and over, continuing
their education at Çanakkale Onsekiz Mart University, using the online
questionnaire technique. Participants were randomly selected from
Gökçeada Vocational School and Gökçeada School of Applied Sciences.
In addition, the research is based on the general screening model. In this
model, a specific group, sample is selected from the universe in order to
reach general information about the universe (Karasar, 2005).
4. Measurement Tools and Tests Used
In this research, Çanakkale Onsekiz Mart University students were
asked questions to measure the effect of social media on consumer
decisions during Covid-19. The first five questions of the research are
aimed at measuring the socio-demographic characteristics of the students.
The remaining questions are aimed at explaining the effects between the
use of social media and consumer decisions during the Covid-19. The
questions were formed as a result of the literature review. Multiple choice,
5-point likert (“Regular every day, 5-6 days a week, 3-4 days a week, 1-2
days a week, I do not use”) and 3-point Likert (“Yes”, “No”, “Undecided”)
) scales, checkbox options and questions were created and presented to the
students.
4.1. Research Questions
1- Which social media account did the students use the most during
the Covid-19?
2- Why did the students use social media during the Covid-19 ?

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 3- What is the reason for the increase in the shopping made by
students through social media during the Covid-19?
4- In which way did students do their shopping the most during the
Covid-19?
5. Findings and Comment
Within the scope of the research, data were obtained on the socio-
demographic characteristics of the students, which communication tools
they used and how often during the Covid-19 pandemic, which social
media accounts they used the most, the average daily time they spent on
social media, why they used social media, and the effect of social media
on consumer decisions. Frequency analysis and percentage values obtained
from the data were used to reach the data results.

Table 1: Frequency and Percent Values of Gender of Participants

N (Total
Percent (%)
Number)
Female 126 60,9
Gender Male 81 39,1
Total 207 100,0

60,9 % of the participants are females (N=126), 39,1 % of the participants

are males ( N=81).
Table 2: Frequency and Percent Values of Participants Age Range

N (Total
Percent (%)
Number)
18-25 188 90,8
26-35 10 4,8
Age Range 36-45 6 2,9
Above 46 3 1,4
Total 207 100,0
Age range of participants is 90,8 % (N=188) 18-25 age, 4,8 %
(N=10) 26-35 age, 2,9% (N=6) 36-45 age and 1,4 % (N=3 ) 46 and over.

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 Table 3: Frequency and Percent Values of Participants' Income Status
N Percent (%)
0 TL-1500 TL 86 41,5
1501 TL- 3000 TL 81 39,1
Income Status 3001TL -4500 TL 30 14,5
Above 4501 TL 10 4,8
Total 207 100,0
Income status of students are; 41,5% (N=86) 0-1500 TL, 39,1%
(N=81) 1501 TL-3000 TL, 14,5% (N=30) 3001 TL- 4500TL and 4,8 %
(N=10) 45001 TL and over.
Table 4: Frequency and Percentage Values of the Researched
Departments
N (Total Percent
Number) (%)

Gökçeada
139 67,1
Vocational School
Gökçeada School
of Applied 68 32,9
Sciences

Researched
Departments

Total 207 100,0

67.1% (N=139) of the students are studying at Gökçeada

Vocational School, and 32.9% (N=68) of them are studying at Gökçeada
School of Applied Sciences.

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Table 5: Percentage and frequency values of the data of which grade the
students are in
N (Total
Percent (%)
Number)

1 70 33,8
2 100 48,3
Data of which grade
3 20 9,7
the students are in
4 17 8,2

Total 207 100,0

33.8 % (N=70) of the students were in the first year, 48.3 %

(N=100) were in the second year, 9.7% (N=20) were in the third year, 8.2
% (N) =17) of them are in the fourth grade.
Graph 1: Frequency of students' use of communication tools during the
Covid-19 pandemic period

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 Looking at the frequency of television use by students in Table 6, it is
seen that 63 people watch television 1-2 days a week, and 56 people watch
television regularly every day. While 142 of the participants do not prefer
to listen to the radio, 45 people listen to the radio 1-2 days a week. 137 of
the participants do not read newspapers, 43 people read newspapers 1-2
days a week. While 178 use the internet regularly every day, 16 people use
the internet 5-6 days a week. 168 of the participants use social media
regularly every day, while 20 people use social media 5-6 days a week. 90
people do not use mass media, 41 people regularly use other mass media
every day.
Graph 2: Students' use of social media accounts during the Covid-19
pandemic

When the use of social media accounts by students during the Covid-
19 pandemic is examined, it is seen that they use Instagram the most among
their social media accounts. The least used social media tools by students
are Facebook and TikTok applications. The emergence of Instagram as the
most used social media channel also provides an answer to the first
research question.
Graph 3: Frequency of students' use of social media accounts during the
Covid-19 pandemic

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 When the frequency of use of students' social media accounts during
the Covid-19 process is examined, it is revealed that 157 students use
Instagram regularly every day. 34 people access the YouTube application
5-6 days a week, while 36 people use it 3-4 days a week. 38 students use
the Twitter application 1-2 days a week. 120 students do not use the
Facebook application at all.
Graph 4: Average daily time spent by students on social media during
the Covid-19 pandemic period

When the time spent by students on social media during the Covid-19
period is examined, respectively; 33.3% (N=69 people) 4-6 hours, 26.6%

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(N=53 people) 7-8 hours, 21.3% (N=44 people) 1-3 hours It was revealed
that 14.5% (N=30 people) spent 9 hours or more on social media. The rate
of using social media for less than 1 hour during the Covid-19 period is 8
people with a rate of 3.9%.
Graph 5: Reasons for students to use social media during the Covid-19
pandemic period

It is seen that students use social media mostly to have fun, have a good
time and follow the agenda during the Covid-19 pandemic period.
Therefore, it is seen that the second research question has an answer in line
with these data. Students marked being a phenomenon the least among the
options.

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 Graph 6: Students' “Do you think that social media affects
consumer behavior? graph of their answers to the question

82.6% of the students (N=171) think that social media affects consumer
behavior. 9.2% (N=19) were undecided on this question. 8.2% (N=17) do
not think that social media affects consumer behavior.
Graph 7: “Did social media affect your consumption habits during the
Covid-19 pandemic?” graph of their answers to the question

62.3% (N=129) of the students think that social media affects

their consumption habits during the Covid-19 process, while 30.4%
(N=63) think that it does not.

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Graph 8: “Did your shopping on social media increase during the Covid-
19 pandemic? graph of their answers to the question

58.5% (N=121) of the students think that their shopping on social

media has increased during the Covid-19 pandemic, while 22.7% (N=47)
think that it has not. 18.8% (N=39) stated that their shopping did not
change.
Graph 9: Data on the sector in which students consume the most
on social media during the Covid-19 pandemic

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 Students, respectively, through social media during the Covid-19
pandemic; clothing (N=113), food (N=29), technology (N=25), other
consumptions (N=10). It has been revealed that they consume the least in
the health sector (N=5). 12.1% (N=25) of the students stated that they do
not shop on social media.
Graph 10: Data on the reasons for the increase in shopping made by
students on social media during the Covid-19 pandemic

One of the reasons for the increase in the shopping made by students on
social media during the Covid-19 is the convenience of online shopping.
Therefore, this information also provides an answer to the third research
question. In addition, students think that shopping on social media allows
them to save time. Shopping on social media and other reasons affected the
shopping of students on social media the least during the pandemic.

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 Graph 11: “Did social media affect your savings habits during the
Covid-19 pandemic? graph of their answers to the question

42.5% (N=88) of the students think that social media affects their
saving habits during the Covid-19 pandemic, while 40.1% (N=83) think
that it does not.
Graph 12: What are the reasons for your savings to increase thanks to
social media during the Covid-19 pandemic process? graph of their
answers to the question

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 The reason why 35.7% (N=74) of the students have increased their
savings thanks to social media during the Covid-19 pandemic is that they
can compare prices on social media. 29% of the students (N=60) think that
their savings do not increase thanks to social media.

Graph 13: Information on how students do their shopping during the

Covid-19 pandemic.

During the Covid-19 pandemic, 56.5% (N=117) of the students mostly

do their shopping via the internet, and 22.2% (N=46) do their shopping via
the market. It is seen that students shop at least on social media during the
Covid-19 pandemic process. According to these results, it is seen that the
fourth research question was also answered.

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 Graph 14: Data on online shopping intensities of students during the
Covid-19 pandemic

When the online shopping intensities of students during the Covid-

19 pandemic are examined, 49.8% (N=103) 1-3 hours, 22.7% (N=47) 4-6
hours, 8.7% (N=18) 7-10 hours, 7.7% (N=16) 10 hours or more. 11.1% of
the students do not shop online.
6. Conclusion and Evaluation
This research, which examines the effect of social media on consumer
decisions during the Covid-19 pandemic, was conducted for students who
continue their education at Çanakkale Onsekiz Mart University. In the
study, questions were asked to measure the socio-demographic
characteristics of the students, which communication tools and how often
they used during the Covid-19 pandemic, which social media accounts they
used the most, the average daily time they spent on social media, why they
used social media and the effect of social media on consumer decisions.
According to the research data, students regularly use the internet
and social media every day during the Covid-19 process. Most students
spend 4-6 hours a day on social media. Students use social media to have
more fun, to have a good time and to follow the agenda. Students use
Instagram application the most and Facebook application the least.
According to the research data, most of the students think that the use of
social media affects consumer behavior. During the pandemic period, most
of the students stated that the use of social media changed their
consumption habits and their shopping on social media increased.Most of
the students spent the most on their clothing needs through social media

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during the pandemic period. Students who think that it is easy to shop
online through social media also think that they save time when they shop
through social media. Most of the students stated that social media affected
their saving habits during the Covid-19 period and their savings increased
because they could compare prices on social media.
In line with this information, it is concluded that the use of social
media during the Covid-19 process affects the consumption habits of
students. It is predicted that social media tools will undergo change and
transformation in the coming years, and that consumption and
consumption habits will develop with the emergence of new platforms.
Therefore, it is important to keep this topic up to date.

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