Developing a structural equation model to analyze users' advertising watching behavior on social media: A study within the framework of uses and gratifications theory

As humanity ideates new discoveries; communication, media, and advertising are also transforming along with them. In the current period, the structure of the communication medium and the reason for its use are among the determining factors of attitude, behavioral intention, and behavior affecting the way advertisements reach the user. In this study, a proposed model aims to reveal the structural effects of advertisements published on social media due to the interface they are presented and the reasons for the user's satisfaction when they encounter the advertisement. The model, which constitutes the main frame of the research, was created on the basis of the Uses and Gratifications Theory (Katz, Blumler, Gurevitch, 1974) and Technology Acceptance Model (Davis, 1986), and quantitative research was conducted and analyzed with the structural equation model method. As a result of the data collected by the online survey method from 305 participants who met the prerequisite of having watched advertisements on social media before, it was determined that the usefulness of the media interface that social media users encounter with the advertisement and the satisfaction regarding the use and satisfaction obtained from the medium lead to changes in the attitude, intention, and behavior towards the advertisement.