THE EFFECT OF FACEBOOK, YOUTUBE AND INSTAGRAM ADVERTISEMENTS ON CONSUMERS’ BUYING BEHAVIOURS

Abstract

This research is based on the investigation of the effects of Facebook, Youtube and Instagram advertisements on consumers’ buying behaviours. For this purpose, a representative face to face survey has been conducted in the city of Istanbul on 317 active users of Facebook, Youtube and Instagram between 2 April-15 May 2019. SPSS program has been used for frequency, factor, reliability and correlation analyses. LISREL structural equation modelling has been used in order to test the significancy and reliability of our model. As a result of the analysis, goodness of fit values, t-values and standardized solution values have been analysed and it has been detected that the independent variables informativeness, hedonic motivation, trustworthiness and economic benefit have a significant effect on the dependent variable buying behaviour. We found that the variable most effective on consumers’ buying behaviour is informativeness and hedonic motivation, trustworthiness and economic benefit variables follow informativeness respectively. So, companies should value these variables, giving a priority to informativeness.