Duygu Talih Akkaya, Ayse Akyol,

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Article: Duygu Talih Akkaya, Ayse Akyol, & Gulhayat Golbasi Simsek. (2017). The Effect of Consumer Perceptions on Their Attitude, Behaviour and Purchase Intention in Social Media Advertising.


doi: https://doi.org/10.14780/muiibd.384073


Contents

[edit] CONTEXT

Social media is a tool for businesses to promote themselves online as well as efficiently target audiences. The rise in social media use enables the transfer on knowledge and products to flow through the internet, "When the statistics about social media usage is analyzed, it stands out that social media usage increases day by day and it becomes an indispensable part of human life" (2017, pg.364). Having such a large role in everyday life, businesses can use social media to their advantage switch online marketing. Advertisements on social media sites is viewed beneficial as advertisers can include relevant messages towards their target market. An important aspect for markets to keep in mind is the attitudes of consumers and how to create ads that will resonate with them.

[edit] OVERVIEW

Duygu Talih Akkaya, Ayse Akyol, and Gulhayat Golbasi Simsek (2017) begin their research by including a hefty literature review that provides a background for their current proposed research model. In the model they study attitudes towards social media advertisements. Five factors are examined; informativeness, entertainment, reliability, good for economy and value corruption. The study involves the participation of students attending university in the Marmara region of Turkey. This region was chosen for its high density. The authors collected their data using a three part questionnaire. Upon the start of their research they proposed eight hypothesis regarding the five factors as well as if attitudes have positive effects on behaviour and purchasing intention. This study aims to understand consumers and their purchasing decisions.

[edit] STRENGTHS AND WEAKNESSES

This article emphasizes the benefits of advertising on social media. The literature review strengthens their research as they can support their findings with previous results. Additionally they can place their research into the larger context of social media advertising. In terms of findings, the authors supported seven of their hypothesis. The only one to be rejected was H3, perceptions regarding whether social media advertisements are reliable have positive effects on the attitudes towards social media advertisements.

Limitations of the study include the generalizability as only Turkey university students were questioned. The questionnaire itself can be considered a limitation as they only topics examined where those asked in the three part questionnaire. The authors noted all their limitations within the study also mentioning demographic variables, and made recommendations for further research including the consideration of demographic variables (2017, pg. 384) and that these variables can determine consumer attitudes as well.


[edit] ASSESSMENT

Overall the article does a good job of examining social media advertisements and fostering a bridge between the advertisement sand consumer. Focusing on the attitudes and perceptions of consumers provides businesses with the knowledge that can aid marketing strategies. The authors cover all their bases within the research and utilize existing research to defend their proposed research model. After discussion recommendations and implications of the research are noted, which is a bonus to marketers as they are addresses in "Managerial Implications" on page 384 listing points that can help the communication between advertisers and consumers.

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