The effect of advertisement attractiveness, advertisement content type and the presence of influencers on digital consumer engagement in different social networking platforms

Social media, social network, social network advertisements, advertisement content types, advertisement attractiveness, social influencer and digital consumer engagement concepts are discussed within the scope of the thesis "The effect of advertisement attractiveness, advertisement content type and the presence of influencers on digital consumer engagement in different social networking platforms". Within the scope of this research, the engagement details of the social network posts of a certain time period on five different social networking platforms (Facebook, Instagram, Linkedin, Twitter, Youtube) of 19 brands were examined and the digital consumer engagement types of these posts were analyzed. During this review, the effect of advertisement content type, advertisement attractiveness and social influencer presence on digital consumer enggement was investigated. Within the scope of the research of the thesis, it is aimed to analyze which content type and attractiveness create higher interaction on which social networking platform. The engagement details of the posts of 19 brands determined within the scope of the content analysis were analyzed separately for social networking platforms. In each social networking platform, the effect of the postings on the digital consumer engagement, according to the types of advertisements, the type of advertisement content and the attractiveness of the advertisements were investigated. Digital consumer engagement on each social networking platform was measured separately for different variables with One-Way Analysis of Variance or t-Test. According to the results of the analysis, it was seen that the determined variables significantly affected the digital consumer interaction. In this context, it has been revealed that the type of advertisement content, the attractiveness of the advertisement and the presence of influencers have significant effects on the relationship between social network advertisement types and digital consumer engagement.