Effectiveness of social media advertisements on online shopping behaviours of generation Y

Evolution of technology in last twenty years is incredible. The internet that was developed in the beginning of sixties to make possible for research and development oriented information sharing, thanks to user friendly interfaces, penetrated into life of ordinary people in the years end of 20th and beginning of 21st centuries. With the widespread usage of internet, technological devices such as computers, tablets, smart phones and many others have connected people to each other as well. User friendly applications, internet and technological devices also connected people with each other. Social networks that gained momentum in the last ten years have connected people who know each other or not around the world quickly and easily. Thus, social networks developed easily and found high number of users quickly. The marketers who realize the potential of this area, also quickly integrated into social networking web sites hence a new marketing medium arouse. The specialists those make marketing communication in conventional ways throughout ages, found an opportunity to reach high number of people in cheaper and quicker way than offline communication. Certainly, by these opportunities, importance of digital marketing increased and it almost become more important than offline marketing. And aim of this study is to guide marketers about the one of the digital marketing methods, social media advertisements and compare advertisement types within Facebook and Twitter in terms of effectiveness. In the light of this information, the most important factor that influence trust in social media is found reputation in Facebook and information quality in Twitter. This study also presents that advertisements within newsfeeds sections of these websites, are more successful to establish trust than other type of advertisements. In terms of conversion from trust to trust performance variables, Twitter are more successful to convert into purchase intention and Facebook is more successful to convert into word of mouth intention. This study will contribute to the general body of literature and will guide marketers and business world about the effectiveness of social media advertisements.