SOSYAL MEDYA REKLAMLARINDA TÜKETİCİ ALGILAMALARI İLE SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM ARASINDAKİ İLİŞKİ
CONSUMER PERCEPTIONS WITH PURCHASE INTENTION AND WORD OF MOUTH RELATION IN SOCIAL MEDIA ADVERTISING

Summary/Abstract: Parallel to the development of new communication environments with the help of technology in recent years, social media is defined as a virtual platform on which users share their knowledge and experiences. As consumers spend more and more time indoors, whether it is at work or at home, the use of social media increases and these consumers develop a good knowledge about products and services through advertisement. The objective of this research is to examine the relationship between online advertising, purchasing intention and word of mouth marketing. The research is exploratory and descriptive in nature. The data were generated cross sectionally. The questionnaires were conducted to 233 facebook users determined by convenience sampling method. The scales used for this research was developed and tested by other researchers. The data was analysed by using SPSS and NCSS 2007. The reliability of the data was found appropriate. Factor analysis, canonical correlation analysis and multiple regression analysis were used to analyse the data. As a result, it was found that the online advertisements has an effect on purchasing intention and word of mouth marketing.

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