The mediating effect of attitude towards online advertising in the effect of social media addiction on online purchase intention

The aim of this study is to measure the mediating effect of attitude towards online advertisements in the effect of social media addiction on online purchase intention. The online questionnaire form prepared for this purpose was applied to 402 participants using the convenience sampling method. In line with the data obtained, confirmatory factor analysis and structural equation modeling were applied. T test, Anova, Levene, Tukey and/or Tamhane T2 tests were used in difference analysis. According to the results, social media addiction has a statistically significant and positive effect on both the attitude towards online advertising and the online purchase intention. In addition, there is a partial mediation effect of the attitude towards online advertising in the effect of social media addiction on online purchase intention. According to the results of the difference analysis, it was seen that the level of social media addiction was higher in single students between the ages of 18-25. In addition, while the attitude of young and single students towards online advertisements is more positive, it has been observed that the attitude towards online advertisements is more negative in consumers aged 36 and over compared to other consumers. Online purchase intention; It is higher in female consumers with a bachelor's degree and higher education level, and lower in consumers over 36 years of age with a low income level.