The effects of the perceptions towards social media advertisements on advertisement value and brand awareness: A research on y generation instagram users

Social media is a platform where people communicate through the internet and share information easily. These platforms that have grown bigger with the internet becoming widespread and the number of people who have smartphones increasing, have gotten people closer to each other with an unprecedented rate. This extraordinary situation has increased the use of social media in the field of marketing and therefore has made a new advertisement area for businesses. Businesses that use social media actively in the their advertisement strategies reach the customer faster and influence their decision-making process positively. Thus, proprietor businesses can increase their advertisement value by contacting consumers using advertisements on social media. In this regard, with advertisements on social media, feedbacks of the advertisements made for the target market can be more effective. On the other hand businesses want to create brand awareness and brand associations to increase their choice of customers by products or services. In this research the effect of perceptions of Instagram advertisements on the advertisement value, brand awareness and brand association has been analyzed considering the increasing importance of advertisements on social media. The research has been conducted on users who use social media more effectively and the Instagram users who are at the age range of generation Y. Data has been collected from 665 participants who are Instagram users and at the age range of generation Y. The collected data has been analyzed with AMOS and SPSS statistical package software using structural equation modeling. According to the findings of the analysis, while some elements in the perceptions of the Y generation related to Instagram advertising positively affect the value of advertising, brand awareness and brand associations and other factors negatively affect it. While informative and entertaining advertising of Instagram advertisements positively affects the advertising value, its being deceptive affects the advertising value negatively. Furthermore, while informative and entertaining advertising of Instagram advertisements affects brand awareness and brand associations positively, its being irritation affects negatively. On the other hand, the Y generation mostly uses Youtube except Instagram and mostly follows hobby and entertainment pages on Instagram. In addition to these, perceived advertising value varies significantly according to marital status and educational level.