The impact of social media on purchasing discussed

An event titled “Social Media, Communication, and Purchasing” was organized by the Advertising Department of the Faculty of Communication at Üsküdar University. During the event, the effects of social media communication and marketing strategies on consumer behavior and purchasing processes were examined. The distinctive dynamics of different platforms such as Instagram, TikTok, and LinkedIn were also discussed.

The event was held at the Fuat Sezgin Conference Hall of Üsküdar University South Campus, with Hatice Kübra Güngör and Zeynep Dündar attending as guest speakers.

The program was moderated by Dr. Öğr. Üyesi Özgün Arda Kuş from the Public Relations and Publicity Department of the Faculty of Communication at Üsküdar University.

Students from the Faculty of Communication showed strong interest in the program.

Hatice Kübra Güngör: “The Consumer has become part of the content and the product”

Digital marketing agency owner and social media expert Hatice Kübra Güngör delivered a presentation on the commercial dimension of social media, platform dynamics, and influencer marketing. Addressing the impact of social media on consumers and content strategies, Güngör stated, “Social media is no longer just a place where we watch dance videos or funny content. It has become a medium where we shop and make purchases. Social media is no longer only a communication tool but also a lifestyle and a field of commerce. The consumer is no longer a passive buyer but has become part of the content and the product. What creates successful influencer marketing is not the number of followers but the sincere bond established with the audience. People mostly make their decisions through fast, intuitive, and emotional systems. First an emotional connection is formed, and logic comes into play afterward. Sixty one percent of consumers say they make purchases based on influencer recommendations on social media rather than what brands say themselves. Influencers transform brand messages from advertisements into stories.”

Zeynep Dündar: “People are more easily persuaded by the opinions of those they like”

Content creator and trainer Zeynep Dündar shared her insights on personal branding and consumer behavior on social media. Stating that life is entirely built around sales and persuasion, Dündar said, “People are more easily persuaded by the opinions of individuals they like, relate to, and find attractive. In sales oriented communication, show yourself and influence the audience. But with what will you influence them? With who you truly are. When it comes to sales and persuasion, there is something beyond a video going viral or having millions of followers, and that is creating emotion and sincerity on the other side and building a connection.”

Zeynep Dündar also emphasized the concepts of reciprocity, scarcity and rarity, fear of missing out, authority, consistency, and social proof in persuasion principles and sales techniques. Dündar stated, “I am a star. Just as a star does not say, ‘I am bored tonight, I will not shine,’ if you are on social media and claim a presence there, you have to shine every day. When people face uncertainty, social proof becomes very effective. Customer reviews are very important, which is why ratings and stars matter so much.”

They also offered advice to new content creators

An interactive discussion took place during the question and answer session regarding social media use among communication students.

The event concluded with a group photo.