Evaluation of Hepsiburada November campaigns in the context of thehierarchy of effects model

In recent years, advancements in information and communication technology and the internet have become increasingly significant for both individuals and businesses. Today, the internet is utilized in numerous areas, with a rapid increase in the number of users. Key applications include obtaining information, establishing or maintaining communication, and consumption. Accordingly, e-commerce websites, established to enhance and facilitate consumption through the internet, aim to influence consumer purchasing behavior with the advantages they offer. Given that purchasing behavior is a complex process influenced by various factors, e-commerce sites frequently employ online advertising strategies to capture consumer attention, garner interest and preference, and ultimately drive purchasing behavior. In this context, the purpose of this study is to examine the impact of online advertising campaigns conducted by the e-commerce site Hepsiburada during November on consumer online purchasing behavior from the perspective of the hierarchy of effects model. To this end, four advertising campaigns from November and posts from corporate social media accounts were analyzed visually and linguistically, and examined according to the hierarchy of effects model in tabular form. The stages of the hierarchy of effects model provide guidance to businesses for understanding the impact of online advertising campaigns on consumers. As a result, it is believed that the online advertising campaigns provided by Hepsiburada in November had an effect on consumer purchasing behavior. Findings suggest that considering the hierarchy of effects model in the preparation and presentation of online advertising campaigns may offer advantages to e-commerce sites.