The effect of social media advertising on consumer decision-making and purchase intention in the context of behavioral economics: The example of online market places

This study examines attitudes towards social media advertisements, consumer decision-making styles and purchase intention in the context of behavioral economics in the context of online marketplaces. A questionnaire was prepared by using existing scales of which validity and reliability have been proven for the concepts of social media advertisements, consumer decision-making styles and purchase intention. Prepared survey; It was applied to consumers using one of the online marketplace brands Gittigidiyor, Hepsiburada, n11.com and Trendyol. The data obtained from a total of 400 people to whom the questionnaire was applied were analyzed in SPSS Statistics xx programs. As a result of the results obtained in this study; It has been determined that there is a statistically significant relationship between consumers' attitudes towards social media advertisements and their decision-making styles. In addition, it has been determined that there is a statistically significant and strong relationship between consumers' decision-making styles and purchase intentions and their attitudes towards social media advertisements and purchase intentions. In addition to the important findings obtained, the study also offers important suggestions in the context of shedding light on practitioners and future studies.