Technological developments that direct globalized social life and the diversification of social media tools due to the widespread use of the internet cause businesses to reach their target customers through innovative marketing communication and digital promotion tools through digital channels. Digital marketing activities have become strategically important for businesses as consumers' use of social media tools has increased along with their use of digital platforms. The digitalization experienced in all other sectors is effective in marketing and promotional activities, causing businesses to prefer digital marketing applications or to focus on digital marketing activities through social media tools. With digital marketing activities, businesses can reach their customers more easily, cost-effectively, inexpensively and at the same time without time and place limitations, and can communicate or interact more easily with customers directly or indirectly in digital marketing applications before, during and after sales in the sale or promotion of products and services. In addition, with the competition of global marketing businesses making itself felt in every field, the target consumer behavior should be analyzed seriously and analyzed correctly and products and services should be created and advertised in accordance with the needs of the consumer, all kinds of words, photos, videos, chats, live broadcasts, etc. about products and services through social media tools. Directing the feelings, thoughts, likes, criticisms, comments and approvals and perceptions of social media users towards content sharing shapes consumer behavior or has an impact on purchasing decisions and causes businesses to strengthen their digital marketing activities.