SOSYAL MEDYA REKLAMCILIĞINDA TÜKETİCİ ALGILARININ TUTUM, DAVRANIŞ VE SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Abstract

Social media is defined as a virtual platform on which users share their knowledge and experiences and recently, social media gained a new dimension with the help of technology. As consumers spend more time indoors, at work, or at home, the use of social media increases and they develop a good knowledge about products and services through advertisement. The aim of this study is to examine the effects of consumer perceptions about social media advertisements on the attitudes, behaviors, and purchase intentions, and to evaluate them with regard to the consumer purchase decision process. According to the research results; information giving, entertainment, and favor to the economy factors affect attitude on social media advertisement, attitude on ad factors affect behavior and purchase intention, and finally, behavior factors affect purchase intention positively. It is concluded that while the reliability factor has no effect on attitude, value corruption factor affects attitude negatively.