Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours

Cüneyd İkbal SARIOĞLU (Kocaeli Üniversitesi, Hereke Ömer İsmet Uzunyol Meslek Okul, Kocaeli, Türkiye)
Business and Management Studies: An International Journal
13 3
Yıl: 2022 Cilt: 10 Sayı: 1 Sayfa Aralığı: 132 - 148 Metin Dili: İngilizce DOI: 10.15295/bmij.v10i1.1979 İndeks Tarihi: 28-06-2022

Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours

Öz:
Today, brands and businesses widely use social media ads to reach targeted customers. Therefore, examining the effect of social media advertisements on consumers' purchasing decisions stands out as an essential research topic. For this reason, it is crucial to reveal the factors that are effective in the purchasing behaviour of consumers in advertisements made on social media. In the light of these facts, effects of the ad credibility, perceived personalisation, ethics of social media advertising, attitude towards social media advertising variables on social shopping intention and the moderating effects of gender, age and educational status were examined. The research gathered data from 421 individuals living in Kocaeli via a questionnaire technique, and the obtained data were analysed using hierarchical regression tests. Findings of the analysis indicate that ad credibility, ethics of social media advertising and attitude towards social media advertising positively affect social shopping intention. Furthermore, age was found to have a moderating role between social shopping intention and ethics of social media advertising and attitude towards social media advertising. In contrast, educational status was found to have a moderating role between social shopping intention and ad credibility and attitude towards social media advertising. This study is expected to clarify the factors for the social shopping intention with demographic differences.
Anahtar Kelime:

Tüketicilerin sosyal medya reklamlarına yönelik tutumlarının satın alma davranışları üzerindeki etkilerinin incelenmesi

Öz:
Sosyal medya reklamları hedeflenmiş müşterilere ulaşmak amacıyla markalar ve işletmeler tarafından günümüzde yaygın olarak kullanılmaktadır. Sosyal medya reklamlarının tüketicilerin satın alma kararındaki etkisinin incelenemsi önemli bir araştırma konusu olarak öne çıkmaktadır. Bu nedenle sosyal medya üzerinden yapılan reklamlarda tüketicilerin satın alma davranışlarında etkili olan unsurların ortaya konulması önemlidir. Bu gerçekler ışığında çalışmada; sosyal medya reklamlarına güven, sosyal medyanın reklam etiği, sosyal medya reklamlarından algılanan kişiselleştirme ve sosyal medya reklamlarına yönelik kullanıcı tutumu değişkenlerinin sosyal medya aracılığıyla satın alma niyeti üzerindeki etkileri ile cinsiyet, yaş ve eğitim düzeyinin düzenleyici etkileri incelenmiştir. Araştırma kapsamında Kocaeli ilinde yaşayan 421 kişiden anket tekniği ile veriler toplanmış ve elde edilen veriler hiyerarşik regresyon testleri kullanılarak analiz edilmiştir. Analizin bulguları, sosyal medya reklamlarına güven, sosyal medyanın reklam etiği ve sosyal medya reklamlarına yönelik tutumun; sosyal medya aracılığıyla satın alma niyetini olumlu etkilediğini göstermektedir. Yaşın, sosyal medya aracılığıyla satın alma niyeti ile sosyal medya reklam etiği ve sosyal medya reklamlarına yönelik kullanıcı tutumu arasında; eğitim düzeyinin ise sosyal medya aracılığıyla satın alma niyeti ile sosyal medya reklamlarına güven ve sosyal medya reklamlarına yönelik kullanıcı tutumu arasında düzenleyici bir role sahip olduğu bulunmuştur. Bu çalışmanın demografik farklılıklar ile sosyal medya aracılığıyla satın alma niyetini etkileyen faktörlerin netleştirilmesine katkı sağlaması beklenmektedir.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA SARIOĞLU C (2022). Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. , 132 - 148. 10.15295/bmij.v10i1.1979
Chicago SARIOĞLU CÜNEYD İKBAL Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. (2022): 132 - 148. 10.15295/bmij.v10i1.1979
MLA SARIOĞLU CÜNEYD İKBAL Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. , 2022, ss.132 - 148. 10.15295/bmij.v10i1.1979
AMA SARIOĞLU C Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. . 2022; 132 - 148. 10.15295/bmij.v10i1.1979
Vancouver SARIOĞLU C Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. . 2022; 132 - 148. 10.15295/bmij.v10i1.1979
IEEE SARIOĞLU C "Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours." , ss.132 - 148, 2022. 10.15295/bmij.v10i1.1979
ISNAD SARIOĞLU, CÜNEYD İKBAL. "Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours". (2022), 132-148. https://doi.org/10.15295/bmij.v10i1.1979
APA SARIOĞLU C (2022). Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. Business and Management Studies: An International Journal, 10(1), 132 - 148. 10.15295/bmij.v10i1.1979
Chicago SARIOĞLU CÜNEYD İKBAL Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. Business and Management Studies: An International Journal 10, no.1 (2022): 132 - 148. 10.15295/bmij.v10i1.1979
MLA SARIOĞLU CÜNEYD İKBAL Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. Business and Management Studies: An International Journal, vol.10, no.1, 2022, ss.132 - 148. 10.15295/bmij.v10i1.1979
AMA SARIOĞLU C Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. Business and Management Studies: An International Journal. 2022; 10(1): 132 - 148. 10.15295/bmij.v10i1.1979
Vancouver SARIOĞLU C Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours. Business and Management Studies: An International Journal. 2022; 10(1): 132 - 148. 10.15295/bmij.v10i1.1979
IEEE SARIOĞLU C "Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours." Business and Management Studies: An International Journal, 10, ss.132 - 148, 2022. 10.15295/bmij.v10i1.1979
ISNAD SARIOĞLU, CÜNEYD İKBAL. "Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours". Business and Management Studies: An International Journal 10/1 (2022), 132-148. https://doi.org/10.15295/bmij.v10i1.1979
Sayfa Oluşturulma Tarihi
27-04-2024 9:22

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