The impact of consumer perceptions of internet advertising on purchasing behavior

This study aims to examine the impact of internet advertising on consumers' purchasing behavior in today's increasingly digitalized world. Within the scope of the research, the effects of consumers' perceptions of internet advertisements—namely informativeness, entertainment, credibility, economic benefit, and value corruption on purchasing behavior were evaluated. The proposed research model was tested through quantitative research methods. As part of the data collection process, an online survey was conducted, and data were obtained from more than 400 participants. The data were analyzed using SPSS software, applying reliability analysis, correlation, regression, and descriptive statistical methods. The results revealed that informativeness, credibility, economic benefit, entertainment, have statistically significant and positive effects on consumers' purchasing behavior. In contrast, value corruption was found to have no statistically significant impact. The findings indicate that consumers prioritize elements such as informational content, perceived trust, and economic contribution over purely visual or entertaining features when evaluating online advertisements. The results suggest that digital advertising strategies should be restructured with a consumer-centric approach. Keywords: Internet advertising, consumer behavior, advertising perception, purchasing