Comparative analysis of advertising literacy levels of Y and Z generations in influencer ads for personal care and health products

Consumers' sharp attitudes towards traditional advertisements have pushed advertisers and agencies to seek new avenues. In this context, influencer advertisements are preferred in many product/service advertisements to reach the consumer. In this study, the advertising literacy levels of Y and Z generations in the context of influencer advertisements for personal care and health products will be analyzed comparatively. In this framework, focus group study, which is one of the qualitative research techniques, will be carried out in this thesis research, which is designed in a qualitative research design in order to analyze the opinions of consumers on this subject in detail. As a result of the research, it is aimed that the general assumption against influencer advertisements for health products is negative. The products included in the advertisement samples included in the research were generally evaluated as drugs and they expressed their concerns that these results might show that they will be emphasized. In addition, the views of both generations have been directed by the lack of confidence that affects these negative groups. The participants mentioned the necessity of face-to-face meetings with doctors about the use of health care, and the rate of expression that influencers think it is correct to present advertisements for health products. Compared to the Z generation user provided by the Y generation, their ability to make sense of the implicit expressions in the influencer advertisements for health products is at a lower level. Housing where the literacy volume of the Generation Z direction is higher in distinguishing ads and analyzing aesthetic elements in ad content. Keywords: Influencer ads, ad literacy, Generation Y, Generation Z.