Navigating Trust and Privacy: The Role of Social Media Engagement in Shaping Purchase Intentions in Turkish Retail

This study aims to examine the impact of social media interactions on consumer purchase intentions and data exchange in the retail sector in Türkiye. In today's digital landscape, social media platforms allow retail brands to communicate directly with both current and potential customers. As a result, retail brands are increasingly utilizing these platforms to influence consumer behavior and guide purchasing decisions through direct interaction. Alongside this trend, there is a growing concern about data privacy and user trust due to the increasing digitization of retail. This research explores the relationship between social media marketing activities, consumer attitudes toward social media advertisements, and their influence on purchase intentions. This study can offer strategic insights for marketers and retail professionals aiming to drive consumers' purchase intent in a digital-first retail environment. Keyword: Social Media Interaction, Retail Sector, Data Privacy, Purchase Intention