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Tuesday, February 14, 2017

THE AFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ON

Y-GENERATION CONSUMER PURCHASE DECISION AND SOCIAL MEDIA INFLUENCE

In today‘s globalized world, corporate social responsibility (CSR) strategy has become an important topic in both academic and business world. Firms have started to use CSR strategy in order to influence their consumers. This study aims to examine the current state of corporate social responsibility (CSR) in Turkey with Y-generation consumers‘ experience including social media and assess changes in consumer purchase decision. The furniture industry, which is the focus of this study, is the main consumer of nature and perceived as having the greatest impact on environment. After an extended literature review, first CSR is defined and proposed a conceptualization through six core dimensions: Economic responsibilities, legal responsibilities, ethical responsibilities, philanthropic responsibilities, social responsibilities, environmental responsibilities. Then, social media usage aspects listed as: word-of-mouth (WOM) communication, viral and interactivity. Through those dimensions the relationship between variables is explored. The distinctive feature of this study is that there aren‘t any similar studies conducted at furniture industry in Turkey.
Thesis written by: OZCELİK, Nadir

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