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

• Main Authors: Ece Armagan, Bihter Biçer Oymak
• Format: Article
• Language: English
• Published: Social Sciences Research Society 2013-01-01
• Series: International Journal of Social Sciences and Humanity Studies
• Online Access: http://www.sobiad.org/eJOURNALS/journal_IJSS/arhieves/IJSS_2013_1/Ece_Armagan.pdf

This academic study aims to show the impact of social media on Turkish students’attitudes toward online advertising and their behavioural response. Therefore thisstudy will reveal the influence of consumers’ attitudes toward social mediaadvertising and its impact on their advertising clicking and furthermore buyingintention.To create a statistically significant test pool, 400 university students of the AdnanMenderes university, Faculty of Economic and Administrative SciencesinAydın/Turkey were randomly chosen and the data wasanalysed with SPSSversion 18. A proposed model of belief, attitude and behavioural response, in thecontext of social media advertising, was tested along with the PCA (Principlecomponent analysis) to support the model.The following four factors, ‘Belief about social media advertising’, ‘Attitudetoward social media advertising, ‘AdClicking’ and ‘OnlineBuying’ were tested.The aim of this study was to reveal that a positivebelief about social mediaadvertising leads to an affirmative attitude towardsocial media advertising whichsignificantly influences consumers’ advertising clicking behaviour which at the same time can have a favorable impact on their buying behaviour from theinternet.The results of this study should be considered important for Turkish companys’marketing strategies which aim to go online to selltheir products or services totheir target customers through social media channels (e.g. facebook, twitter etc.).