IndexAbstractLiterature Review Social MediaMethodologyAbstractGenerations are basically called, a group of human beings born around the same year, who grew up in the socio-economic and political conditions of the same period and have similar characteristics. The experiences, lifestyles, values ​​and beliefs that each generation possesses separate them from each other. In general perspective according to the generated classification; The Silent Generation (traditionalists), Baby Boomers, Generation X, Generation Y, and Generation Z are separate from each other. Generation Y in the mobile era is the most actively using social media, as is known for its technological and growing connection with technology. This generation emerges as a generation that leads social trends and generates trends. Although it is defined as excessive consumption by consumer Y as a consumer, he tries to get in-depth information about that product or service before purchasing a product or service. Generation Y, known to be influenced by their surroundings in purchasing decisions, conducts a lot of research on smartphones before a purchase decision, consulting the products and services of the people they interact with through social media channels. On the one hand, it also examines content created by other consumers via social media platforms. Generation Y is also aware that social media can make purchase decisions by examining comments from family and friends before purchasing, sharing from the target group, and expresses dissatisfaction with social media channels after purchasing . This research proposal example is designed to clarify the connection between social media and understanding customer purchases based on their generations. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay The main purpose of the present study is to follow the trends in Internet adoption and purchasing behavior of Generation Y in the decade 2003-2012 and identify the socio-demographic characteristics that facilitate Internet access and l he effect of social media on different generations with the help of survey research methods. Literature Review Social Media Significant changes have occurred in social media such as pre-purchase, post-purchase and post-purchase behaviors. Consumer ideas, suggestions and experiences that can be easily shared on these platforms have become an important source of information for both consumers and the organization, and also have an important place in marketing communication. Today, social media marketing has started to be used as a new form of marketing for businesses. In other words, institutions now use social media extensively to promote their products and services and send their messages. To take a brief look at the past of social media, one should first consider the history of the Internet.'' The Internet is first seen as a military project in the United States. The Arpanet project, developed by the US Department of Defense, disappeared in 1970. Initially it was a simple network in which 15 computers were connected and closed to private users. Starting as a military project, the Eastern Bloc became a threat in the early 1990s and, with the participation of universities, became a fast network. Internet use has become more common with the establishment of standards related to email communication in order to facilitatecommunication between computers. However, the rapid development of the Internet occurred with its participation in the commercial Internet. In the early 1990s, with the development of the "Word Wide Web" protocol, the most important advance in the development of the Internet, the Internet began to spread rapidly. With the participation of commercial companies in the network system, the Internet began its activities as a new commercial channel with the participation of commercial sites, banks, companies from the service sector etc…'' (Kırcova ve Engin Kaya, 2015:4) Michael Fruchter , an active name on social media, describes social media with 5Cs. Social media means, according to Fruchter; consistency of conversation, community, comments, collaboration and contribution. Social media includes platforms that allow interaction and are an active channel for sharing. Social media users create and share content through social media tools with other global users. Social media refers to building communities and networks that promote participation and connectivity. Generation; The concept of generation of the institution of the Turkish language; who came into the world at about the same time and shared the conditions of the same period, and therefore shared similar conditions, as did people who were forced to perform the same tasks. In the social sciences there is no common opinion among researchers on the definition of generation. The word ''generation'' is defined in the Encyclopedia of Social Sciences as: """"Demography is called generation for the set of individuals who have lived together and completed a period of their lives"""". According to a similar definition, generation refers to the age groups made up of individuals who come into the world at approximately the same years, the period between one generation and the next, and the difference in age and culture between parents and children. The new generations are classified as generations X, Y and Z in the consumption or purchasing categories. These generations, along with concepts such as technology, Internet, online shopping, digital generation, modern marketing and e-commerce industry, are also the focal points based on their qualities, attitudes and purchasing habits. Generation X includes those born between 1965 and 1979. Technological devices in birth and childhood; roller washing machine, black and white television, cassette player and transistor radio. Years later, blue sinks are replaced with automatic washing machines, dishwashers are washed with dishwashers, the sound of a piece of iron comes from plasma LCD televisions. Then Generation X encountered the computer and the Internet, the technological transformation they witnessed caused some problems understanding the adaptation to the process. Interpreting any purchasing behavior without understanding this transition and taking action leads to unintended consequences. Scholars have reported that Generation X is highly sophisticated in its purchasing behavior and is discouraged by sly, blanket promotions. Generation X still makes purchases based on traditional research and decision-making methods. ''They want to hear the product features as well as an explanation of why these features are needed (Himmel,2008). They have a risk-avoidance attitude and low risk capacity. As consumers, Generation X seeks customer convenience, community relationships and branding. They have a reputation for being incredibly unfair to brands and companies (Williams,2005). One of the characteristics of Gen X is that they care about the opinions of others. They may be unsure of themselves and often need reassurance about the validity of their choices. They tend toignore advertising aimed at them and reject any form of segmentation and marketing techniques. Additionally, because they have many needs and greater financial constraints, they often purchase from value-oriented retailers. Gen Xers like to do research while shopping online. They read more reviews and visit more opinion sites than any other generation.'' (Peralta E. 2015) Generation Y individuals came of age during a period of economic growth, strong emergence of social media and reality television, and disappearance of values modernists, supported by internationalization and strong influences of popular culture. Generation Y is a confident and optimistic group who feels empowered to take positive action when things go wrong and have multitasking abilities thanks to their high speed and energy. Its members are generally optimistic, technologically competent, easy-going and fun-loving. Social media participation occupies an important position among Generation Y. To be more specific on this point, ''Generation Y has the highest average among generations of friends who are friends of any generation on Facebook. And here are some quick points about Generation Y and social media; • 87% of Generation Y, also called Millenials, use Facebook. It can be said that members of Generation Y who are active on all social media platforms are in fact used by such a large percentage because they entered Facebook life first and continue to exist. • 43% of Generation Y like brands that reach them via email. • Generation Y believes that content produced by Internet users is 50% safer than other generations.'' (Baycan,2016) Generation Y, which is believed to have shaped the consumer society and is called the first generation of global customers, has become the first generation to transform its basic identity into consumer identity and voluntary consumption. Generation Y, who saw shopping as a passion with the contribution of the Internet and made their own decisions and regarded consumption as a fun game, became a symbol of consumption as an object of consumption. Much of their lives and daily activities are mediated by digital technologies: social interactions, friendships, civic activities and hobbies. ''They are digital natives who have never known any other way of life.'' Caring about the opinions of others is dividing generations from each other. However, this also leads us to ask how and in what ways social media affects generations. Generation X likes to research and read product reviews as mentioned before. On the other hand, Generation Y doesn't prefer to spend so much time reading comments. Companies aware of understanding Generation Y, play their visual cards and publish short but effective commercials for their products on social media. This “extraordinary” show seeks to reach Generation Y on their most preferred social media channels. Such as YouTube, Twitter, Instagram (for Turkish social media market). Although Generation Y's consumption habits are at a high level, they want to have maximum knowledge about that product before purchasing it. The Internet for Generation Y is indispensable and this generation that considers the Internet as a tool for self-expression compares itself to the Internet as the type of media they trust and use most in their lives. (Caplan, 2015) pointed out that Generation Y wants products that match their personality and lifestyle, paying little attention to brands. They consider themselves rationally oriented consumers, for whom price and product features are more important than brands, which helpssocial marketing to decide. On the other hand, Generation Y loyalty is said to be fickle, changing quickly based on fashion, trend and brand popularity, and focusing on style and quality rather than price. Basically it is difficult to find customer loyalty among them, since their attitude is clearly based on their experience, which expresses the decisive “vote” on who will be the beneficiaries of their purchasing power. “Additionally, marketers perceive Gen Y consumers as having high spending power.” (Martin and Turley, 2014) Considering personality and individual preferences comes first for Generation Y in general can also help understand social media marketing priorities among Generation Y. It is predicted that by 2025 this generation will represent the 70% of the world's active population. It is also expected that by 2018 it will have greater spending power than its predecessor, Generation X. Another important point of Generation Y is that they have the power to direct their own purchasing power as well as that of consumer families and this power is constantly increasing. As mentioned before,Generation Y has an interesting bond with its family. In addition to Generation X, Generation Y puts family on their priority list and wants to share experiences with them. This habit of Generation Y leads to undoubted differences in the purchasing decisions of their family members. In short, the history of each generation bears witness to a turning point in which different values, norms and conditions are experienced. Each generation experiences unique experiences under historical conditions, which dominate among their stories, and these experiences make them differentiate themselves from other generations. According to the current marketing situation, companies focus more on the generation effect. At the beginning of this study, the purchasing decision process was based on social media, so there is no doubt about that. However, the generative effect on social media spots is also mentioned at this point. The world we live in is getting smaller every day, and this cycle extends for generations through technology. Methodology The most important characteristic is Generation Y, which is demonstrated as its technological loyalty. Social media is also the most active producers and consumers today. Today, Generation Y is known to have created and influenced social media trends. When we look at the Y line from a media perspective, we see that it really represents social media. This generation spends most of its time with media and communication technologies and also actively uses social media circles. Generation Y sees communication technologies and social media as part of life as a natural process. Social media is both producer and consumer as it grows in the midst of the communication era. In this study, the survey method was used as the data collection method, and the survey questions were expected to be applied with the face-to-face survey method with 150 people born between 1980 and 1999 by random selection. According to the study framework, the survey method was the best option to sample and achieve results in a short and reliable way. The data obtained from the application of the questionnaire were analyzed using the statistical program and subsequently interpreted. For this sample of research proposals we wanted to use frequency analysis, factor analysis, reliability analysis, hypothesis tests and correlation analysis. The population members were randomly selected from universities in Istanbul based on their year of birth. (1980-1999) Variables,2016)