30
IN THE CONTEXT OF USES AND GRATIFICATION APPROACH THE EFFECT OF
8
Prof. Dr. Nihat Kaya
2Abstract
Recently together with the spread of the Internet, there has been a rapid increase in the use of social media. Social some satisfaction to individuals. While Individuals are using social media to provide this satisfaction, marketers have turned opportunity these new medias which they will conduct marketing activities. They conduct various marketing activities in order to create demand for their product in social media.
One of these activities are social media advertising. The purpose of this study, with the uses and gratifications through the perspective, to determine whether the attitude towards social media advertising effects purchase intention. Through simple random sampling, 242 data were obtained from communication on various social media channels with the electronic survey.
As a result of analyzes, it has been found that the motivations of social media usage effects the attitude towards advertisement. Another finding is the effect of attitude toward advertising on purchase intention.
Key Words: Social Media, Social Media Marketing, Social Media Advertising, Purchase Intention, Attitude, Attitude Toward Advertising
KULLANIMLAR VE DOYUMLAR YA
zet
Bu faaliyetlerden biri d
Anahtar Kelimeler:
ci
profesyonel a
t
8Gebze teknik , , , lutfiyecan@gtu.edu.tr.
2 Gebze teknik , , , nkaya@gtu.edu.tr.
31
ki bir
spesifik medya kanal
Bireyler
psikolojik gereksinimler
2.2. Sosyal medyada reklam
keticilerin
32
olguyu sevilen veya sevilmeyen
Dinleyic
gelmektedir (Madahi, 2012).
3.
me
ve s
Web advertising: assessing beliefs, attitudes, purchase intention and behav .
33
The progression of online trust in the multi-channel retailer context and .
Figure 1/
H1: Sosyal med
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K
(%) Cinsiyet
148 65,6
Erkek
18-25 26-33 34-41 42-49
Medeni durumu
Evli
83
114 86 24 17 -
173 68
34,4
47,1 35,5 9,9 7,0
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SM REKLAMLARINA SATIN ALMA
34
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35
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: % 64,950 KMO: 0,813
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Topla : % 83,530 KMO: 0,813
: 0,000
Ortalama Standart
Sapma Cronbach Alpha
Rahatl 2,887 0,817 0,856
2,474 0,832 0,848 2,055 0,754 0,774
2,603
1,805 3,355 3,738 2,583
3,096 0,791
0,817 0,791 0,855 0,953
1,074 0,759
0,795 0,565 0,718 0,925 0,924
36
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Standardize Reg.
seviyesi
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Tablo 5
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Tutumun dav
37
. Fakat
38
-40
ma, -162
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