A review across generations in the context of perspectives

The aim of this research is to examine the perspectives of generations on digital advertisements. In this context, the study aims to examine whether the level of perceptions, attitudes and behaviors towards digital ads differ according to the generations of the participants. In addition, it is also aimed to examine the effect of digital ad perception on attitudes and behaviors towards digital ads and the moderator role of the generations of the participants in these relationships. The research was conducted in the relational screening model. The sample of the study consisted of a total of 401 volunteer participants who were reached by convenient sampling method. The data were collected through an online questionnaire including demographic information form, Digital Advertising Perception Scale and Attitudes and Behaviors towards Digital Advertising Scale. SPSS v26 was used to analyze the data collected in the study. As a result of the ANOVA analysis conducted in the research, it was determined that the perception, attitude and behavior levels of Generation Y towards digital advertisements were significantly higher than Generation X. In addition, in the analyses performed using Hayes Process macro, it was concluded that the perception of digital ads has positive and significant effects on attitudes and behaviors towards digital ads, but generations do not have a moderator role in these effects.