SOSYAL MEDYA ÜZERİNDE GÖSTERİLEN REKLAMLARIN AHLAK KAVRAMI AÇISINDAN DEĞERLENDİRİLMESİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA
EVALUATING THE ADVERTISEMENTS SHOWN THROUGH SOCIAL MEDIA IN TERMS OF THE CONCEPT OF MORALITY: A REVIEW ON UNIVERSITY STUDENTS

Summary/Abstract: With the developing marketing understanding, the advertisements have become one of the necessary communication tools today. The advertisements are offered to increase sales and encourage positive attitudes and behaviors of target audience in favor of the businesses, brands and products. In addition, some principles should be considered when designing advertisements. It is inevitable that especially a wrong message to be given in the advertisement for brand or product or a commercial campaign that will contradict with the moral understanding of the society would affect negatively the trust of consumers in brands and businesses. In this study, we aimed to determine how advertisements shown in the social media platforms, which are gradually developing, are perceived by consumers in terms of the concept of morality. For that purpose, the data were gathered from the students attending to Sakarya and Giresun Universities and they were analyzed by SPSS statistical software. According to the study, it was found that female students compared to male students, students attending to formal education compared to evening education and students of Giresun University compared to the students of Sakarya University were more sensitive to some concepts included to the measurement of advertisement ethics.

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