The Effect Of Consumer Attıtudes Agaınst Socıal Medıa Advertısements On Purchase Intentıon: A Study On Unıversıty Students

Hasan Çiftçi; Pelin Yolcu

Makale detayları

The Effect Of Consumer Attıtudes Agaınst Socıal Medıa Advertısements On Purchase Intentıon: A Study On Unıversıty Students

Yazarlar:

Hasan Çiftçi | Pelin Yolcu

Yayıncı:

Mus Alparslan University

Dergi:

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.487-503

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297602

pISSN:

2149-4622

Anahtar kelimeler:

Özet:

 Nowadays, advertising has become a very important promotion activity for goods and service providers. In order for an advertising campaign to be successful, it is necessary to put forward an effective strategy. The strategies developed by the company are conveyed to consumers through some advertising tools. Social media advertising is defined as a series of actions that that enable companies to communicate and interact with consumers in the target market, via a mobile device or network. This study examines the factors that affect consumers attitudes towards social media advertising and their purchase intentions. The main purpose of this research is to examine the effect of consumer attitudes towards social media advertisements in the Education Services Sector in terms of socio-demographic characteristics of university students in evaluating the effect of purchasing intention. The study group of the research consists of 502 students, including university students. The data of the research were made by face-to-face survey method using the Attitude Towards Advertising and Purchase Intention scales prepared by Ceylan M. 2022. Statistical analyzes of the data were made using the SPSS 26.0 program. The Kolmogorov-Smirnov test was applied to look at the normality distributions of the numerical variables and the normal distribution was obtained. Parametric tests were used in the data set. Frequency, percentage, arithmetic mean, standard deviation, minimum and maximum values were used in the analysis of descriptive statistics. A significant relationship was found between consumers attitudes and reactions to social media advertising.

 Nowadays, advertising has become a very important promotion activity for goods and service providers. In order for an advertising campaign to be successful, it is necessary to put forward an effective strategy. The strategies developed by the company are conveyed to consumers through some advertising tools. Social media advertising is defined as a series of actions that that enable companies to communicate and interact with consumers in the target market, via a mobile device or network. This study examines the factors that affect consumers attitudes towards social media advertising and their purchase intentions. The main purpose of this research is to examine the effect of consumer attitudes towards social media advertisements in the Education Services Sector in terms of socio-demographic characteristics of university students in evaluating the effect of purchasing intention. The study group of the research consists of 502 students, including university students. The data of the research were made by face-to-face survey method using the Attitude Towards Advertising and Purchase Intention scales prepared by Ceylan M. 2022. Statistical analyzes of the data were made using the SPSS 26.0 program. The Kolmogorov-Smirnov test was applied to look at the normality distributions of the numerical variables and the normal distribution was obtained. Parametric tests were used in the data set. Frequency, percentage, arithmetic mean, standard deviation, minimum and maximum values were used in the analysis of descriptive statistics. A significant relationship was found between consumers attitudes and reactions to social media advertising.

 Nowadays, advertising has become a very important promotion activity for goods and service providers. In order for an advertising campaign to be successful, it is necessary to put forward an effective strategy. The strategies developed by the company are conveyed to consumers through some advertising tools. Social media advertising is defined as a series of actions that that enable companies to communicate and interact with consumers in the target market, via a mobile device or network. This study examines the factors that affect consumers attitudes towards social media advertising and their purchase intentions. The main purpose of this research is to examine the effect of consumer attitudes towards social media advertisements in the Education Services Sector in terms of socio-demographic characteristics of university students in evaluating the effect of purchasing intention. The study group of the research consists of 502 students, including university students. The data of the research were made by face-to-face survey method using the Attitude Towards Advertising and Purchase Intention scales prepared by Ceylan M. 2022. Statistical analyzes of the data were made using the SPSS 26.0 program. The Kolmogorov-Smirnov test was applied to look at the normality distributions of the numerical variables and the normal distribution was obtained. Parametric tests were used in the data set. Frequency, percentage, arithmetic mean, standard deviation, minimum and maximum values were used in the analysis of descriptive statistics. A significant relationship was found between consumers attitudes and reactions to social media advertising.

 Günümüzde mal ve hizmet sağlayıcılar açısından reklam oldukça önemli bir tutundurma faaliyeti haline gelmiştir. Bir reklam kampanyasının başarılı olabilmesi için etkin bir stratejinin ortaya konulması gereklidir. Firmanın geliştirdiği stratejiler ise bazı reklam araçları ile tüketicilere iletilmektedir. Sosyal medya reklamcılığı; firmaların, hedef pazardaki tüketicilerle, bir mobil cihaz veya ağ aracılığıyla etkileşimli bir biçimde iletişim ve ilişki kurmasını sağlayan eylemler dizisi olarak tanımlanmaktadır. Bu çalışma, tüketicilerin sosyal medya reklamcılığına yönelik tutumlarını ve satın alma niyetlerini etkileyen faktörleri incelemektedir. Bu araştırmanın temel amacı, Üniversite öğrencilerinde Eğitim Hizmetleri Sektöründeki sosyal medya reklamlarına karşı tüketici tutumlarının satın alma niyeti üzerindeki etkisini değerlendirmede öğrencilerin sosyo-demografik özellikleri bakımından incelemektir. Araştırmanın çalışma grubunu üniversite öğrencilerinden olmak üzere 502 öğrenci oluşturmaktadır. Araştırmanın verileri Ceylan M. 2022 tarafından hazırlanan Reklama Karşı Tutum ve Satın Alma Niyeti ölçekleri kullanılarak yüz yüze anket yöntemiyle yapılmıştır. Verilerin istatistiksel analizleri SPSS 26.0 programı kullanılarak yapılmıştır. Sayısal değişkenlerin normallik dağılımlarına bakmak için Kolmogorov-Smirnov testi uygulanmış ve normal dağılım elde edilmiştir. Veri setinde parametrik testler kullanılmıştır. Tanımlayıcı istatistiklerin çözümlenmesinde de frekans, yüzde, aritmetik ortalama, standart sapma, minimum ve maksimum değerlerden faydalanılmıştır. Tüketicilerin sosyal medya reklamcılığına karşı tutumu ile tepkileri arasında anlamlı bir ilişki tespit edilmiştir.

Makale detayları

The Effect Of Consumer Attıtudes Agaınst Socıal Medıa Advertısements On Purchase Intentıon: A Study On Unıversıty Students

Yazarlar:

Hasan Çiftçi | Pelin Yolcu

Yayıncı:

Mus Alparslan University

Dergi:

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.487-503

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297602

pISSN:

2149-4622

Social Media

Social Media Advertisements

ConsumerSosyal Medya

Sosyal Medya Reklamları

Tüketici

Sayı

Makale detayları

The Effect Of Consumer Attıtudes Agaınst Socıal Medıa Advertısements On Purchase Intentıon: A Study On Unıversıty Students

Yazarlar: Hasan Çiftçi | Pelin Yolcu

Yayıncı: Mus Alparslan University

Dergi: Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.487-503

Belge Tipi: Makale

Yayın Tarihi: 8/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001297602

pISSN: 2149-4622

Social Media

Social Media Advertisements

ConsumerSosyal Medya

Sosyal Medya Reklamları

Tüketici

Sayı

Yazarlar:

Hasan Çiftçi | Pelin Yolcu

Yayıncı:

Mus Alparslan University

Dergi:

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.487-503

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297602

pISSN:

2149-4622