Business & Management Studies: An International Journal

Yazarlar: Mustafa KARADENİZ, İlke KOCAMAZ

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Özet: This research is based on the investigation of the effects of Facebook, Youtube and Instagram advertisements on consumers’ brand attitudes in terms of their trustworthiness, informativeness, hedonic motivation and economic benefit attributes. For this purpose, a representative face to face survey has been conducted in the city of Istabul on 296 active users of Facebook, Youtube and Instagram between 2-27 April 2018. SPSS program has been used for frequency, reliability and correlation analyses. LISREL structural equation modelling has been used in order to test the significancy and reliability of our model. As a result of the analysis, goodness of fit indexes, t-values and standardized solution values have been analysed and it has been detected that the independent variables informativeness, hedonic motivation, trustworthiness and economic benefit have a significant effect on the dependent variable brand attitude. We found that the variable most effective on consumers’ brand attitude is informativeness and hedonic motivation, trustworthiness and economic benefit variables follow informativeness respectively. We conclude that companies should value each one of these variables accordingly, giving a priority to informativeness. This research aims to make a contribution to online advertising gap.

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