An event titled “Social Media, Communication, and Purchasing” was organized by the Advertising Department of Üsküdar University's Faculty of Communication. The event examined the effects of social media communication and marketing strategies on consumer behavior and purchasing processes. The unique dynamics of different social media platforms such as Instagram, TikTok, and LinkedIn were also discussed.
Hatice Kübra Güngör and Zeynep Dündar attended the event, held at Üsküdar University's South Campus Fuat Sezgin Conference Hall, as guests.
The program was moderated by Dr. Özgün Arda Kuş, Lecturer at Üsküdar University's Faculty of Communication, Department of Public Relations and Advertising.
Students from the Faculty of Communication showed great interest in the program.
Hatice Kübra Güngör: “The consumer has become a part of the content and the product”
Hatice Kübra Güngör, owner of a digital marketing agency and social media expert, made a presentation on the commercial dimension of social media, platform dynamics, and Influencer marketing. Touching upon the impact of social media on consumers and content strategies, Güngör said; “Social media is no longer just a place where we watch dance videos or funny videos. It has become a platform where we shop and make purchases. Social media is now not only a communication tool but also a lifestyle and a commercial area. The consumer is no longer a passive buyer but has become a 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 using a fast, intuitive, and emotional system. First, an emotional connection is established, then logic comes into play. 61% of consumers say they buy a brand more because influencers recommend it on social media rather than what the brand itself says. Influencers turn the brand message from an advertisement into a story.”
Zeynep Dündar: “People are more easily convinced by the opinions of those they like”
Zeynep Dündar, a content creator and educator, shared her insights on personal branding and consumer behavior on social media. Stating that life is entirely built on ‘sales and persuasion’, Dündar said; “People are more easily convinced by the opinions of those they like, those they see themselves in, and those they find attractive. In sales-oriented communication, show, influence the audience. But with what will you influence them? With your genuine existence. So, when it comes to sales and persuasion, there's something more than a video going viral or having millions of followers, and that is to evoke emotion and sincerity with the other party, to establish a connection…”
Zeynep Dündar also focused on the concepts of reciprocity, scarcity and rarity (FOMO), authority, consistency, and social proof in persuasion principles and sales techniques. Dündar stated; “I am a star. Just as a star doesn't say, ‘I'm bored tonight, I won't shine.’ If I am on social media and claim a presence here, you have to shine every day. If people are faced with an uncertain situation, social proof works very well. Customer reviews are very important, that's why stars (ratings) are very important.”
They offered advice to new content creators
During the Q&A session, an interactive discussion took place about communication students' social media usage.
The event concluded with a group photo.