THE IMPACT OF SOCIAL MEDIA ON TURKISH UNIVERSITY STUDENTS’ ATTITUDES TOWARD ONLINE ADVERTISING AND THEIR BEHAVIOURAL RESPONSE

Year 2013, Volume: 5 Issue: 1, 92 - 105, 01.06.2013

Ece Armagan Bihter Biçer Oymak

Abstract

This academic study aims to show the impact of social media on Turkish students’
attitudes toward online advertising and their behavioural response. Therefore this
study will reveal the influence of consumers’ attitudes toward social media
advertising and its impact on their advertising clicking and furthermore buying
intention.
To create a statistically significant test pool, 400 university students of the Adnan
Menderes university, Faculty of Economic and Administrative Sciences in
Aydın/Turkey were randomly chosen and the data was analysed with SPSS
version 18. A proposed model of belief, attitude and behavioural response, in the
context of social media advertising, was tested along with the PCA (Principle
component analysis) to support the model.
The following four factors, ‘Belief about social media advertising’, ‘Attitude
toward social media advertising, ‘AdClicking’ and ‘OnlineBuying’ were tested.
The aim of this study was to reveal that a positive belief about social media
advertising leads to an affirmative attitude toward social media advertising which
significantly influences consumers’ advertising clicking behaviour which at the same time can have a favorable impact on their buying behaviour from the
internet.
The results of this study should be considered important for Turkish companys’
marketing strategies which aim to go online to sell their products or services to
their target customers through social media channels (e.g. facebook, twitter etc.).

Keywords

Social Media Advertising, Consumer Beliefs, Consumer Attitudes, Consumer Behaviour

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