Determining beliefs and attitudes of customers towards internet advertising: Diyarbakir city example

The Internet, which is an efficient channel for information age, has been used as an important tool to bring companies closer to consumers. Companies also reach potential and existing customers through social media and internet advertising as well as familiar channels. The purpose of this thesis is to put the way consumers perceive internet advertising and to determine the attitudes and beliefs of consumers towards internet advertising. Criterion question in the research is that whetherconsumers have actively used the internet or not. The reason of this question is the belief that individuals who use internet actively are more exposed to internet advertising. Surveys were conducted only on consumers who actively use the Internet in this scope. On the other hand, it has also been researched whether consumer attitudes towards internet advertising differ based on some demographic characteristics. The data were collected from 352 consumers in Diyarbakır by way of questionnaire in order to show the perception of internet advertising of consumers and determine attitudesand beliefs of consumers towards internet advertisements. As a result of the study,it has been found out that Enjoyment, Informing, Macro-economic Utility and Materialism, which are the sub-dimensions of beliefs of consumers towards internet advertising, influence attitudes of consumers and generate reaction and that attitude of consumer undertakes the role of an instrument between the belief towards internet advertising and reactions to these advertisements.