Examining the demographic features of Turkish social media users and their attitudes towards social media tools

Social media have led a drastic change in the way of businesses. Therefore companies and managers have started to analyze and invest on the social media tools in order to catch their target customers and form successful marketing strategies. In the extant literature, there is not much information about the users' demographics and their tool preferences of the social media especially in Turkey. In this context, the aim of the study is to provide valuable information for the marketing managers who may set their online marketing strategies especially in terms of segmentation and targeting successfully in the light of the findings of this study. The scope of the study is the users who follow at least one company on the social media in Turkey. To test the hypotheses related to the users' demographics and their tool preferences, convenience sampling method was used and the data collected via a structured questionnaire form. Then, the hypotheses were tested via T-Test and One Way ANOVA.