Perception of trust created by social media advertising tools, its effect on purchase behavior and brand value: Social media advertisements in the context of clothing industry content analysis

The main purpose of this study; is to measure the effect of advertisements published by brands on social media platforms on consumer's purchase intention. The clothing industry was determined as the research area, and the questions of the survey were asked to be answered specifically for the most preferred clothing brand by the consumers. A quantitative study was conducted with the explanatory research method. In the questionnaire used to collect data in the research; Attitude Towards Social Media Ads scale developed by Wang, Sun, Lei & Toncar (2009), Brand Equity scale developed by Yoo & Donthu (2001), Impulsive Buying Scale developed by Rook, & Fisher (1995) and the ADTRUST scale developed by Soh (2006) were used. Data were obtained by applying this questionnaire to 473 people between the ages of 18-60, consisting of 222 men and 251 women. In line with the survey data, the concepts and factors affecting the impulsive purchase intention and trust in advertisements for social media advertisements in the textile sector were examined.