A COMPARISON OF CONSUMER PERCEPTIONS ON SOCIAL MEDIA ADVERTISEMENTS ACCORDING TO DEMOGRAFIC AND SOCIO ECONOMIC VARIABLES

• Main Author: Duygu Talih Akkaya
• Format: Article
• Language: deu
• Published: Trakya University 2019-12-01
• Series: Trakya Üniversitesi Sosyal Bilimler Dergisi
• Subjects: social media; online advertising; social media advertisements; online consumer behaviour
• Online Access: https://dergipark.org.tr/tr/download/article-file/881659

Social media is defined as a virtual platform at which users share their knowledge and experiences and in recent years parallel to the development of new communication environments by means of technology, social media gained a new dimension. Nowadays, as consumers spend more time at home and at work, they begin to use social media more than ever and consequently as well as sharing something, consumers become close followers of advertisements about products and services. Inface of continuously growing competition and changing consumer preferences, social media becomesone of the marketing ommunication components forenterprises and it provides appealing opportunities to enterprises which aim to reach target markets quickly and effectively. The aim of this study is to examine and compare consumer perceptions on social media advertisements according to demografic and soci economic variables. In accordance with this aim, literature review is done initially about socia lmedia, advertisement social media advertisements and consumer perceptions about social media advertisements. In Application section, a survey is conducted to social media users. It is prepared in orderto analyse the differences between demograficand socio economic properties and consumer perceptions about advertisements on social media. 1052 social media users responded to the survey and the data set obtained from these responses is analysed and interpreted. As a result of the research, among the demographic and socioeconomic characteristics, it has been observed that there are differences between age and perception of good for economy towards social media advertising, between gender and informativeness, good for economy and value corruption, between educational level of mothers of the respondents and informativeness and value corruption.