Effects of consumer perceptions and attitudes towards social media and television advertising on purchase intention: A comparative analysis

Brands continue their advertising campaigns both on social media and on television, which is one of the traditional media channels. In this study, consumers' perceptions, attitudes and purchase intentions for social media and television advertisements were examined. The purposes of this study are to determine the consumer perceptions of advertising, to examine the effect of these perceptions on attitudes and the effect of attitudes on purchasing intention and to compare the resulting effects. During the data collection, the scale developed by Wang, Sun, Lei ve Toncar was used to measure consumer perceptions of advertising, the scale developed by Wang and Sun was used to measure consumer attitude towards advertising, and the semantic differences scale developed by Spears and Singh was used to measure consumers' purchase intention towards advertising. In order to represent the people who actively use social media and watch television, convenience sampling method from non-probability sampling methods, was preferred and a total of 401 people were reached. The analysis of the research data were performed through the SPSS 21 and AMOS 21 programs. In the analysis, descriptive analysis, reliability analysis, confirmatory factor analysis and Structural Equation Modeling were used. As a result of the data analysis, it was found that consumer perceptions of both social media advertisements and television advertisements partially affected attitudes and that attitudes also affected purchase intention. The credibility dimension constituting consumer perceptions affected attitudes towards television advertisements but did not affect attitudes towards social media advertisements; Similarly, the information seeking dimension affected attitudes towards social media advertisements but did not affect attitudes towards television advertisements. When the effects of the three dimensions (entertainment, economy, value corruption) that create common perceptions for both social media and television advertisements were examined, it was seen that the perception dimensions for social media advertisements affect attitudes more than the perception dimensions for television advertisements. The degree of influence of attitudes towards social media and television advertisements on purchase intention also changed.