The effect of perceived values ​​for social media ads on brand liking: A research on young consumers

Social media marketing has become indispensable for consumers and businesses. Businesses have included social media advertising in their marketing tools, as it is the fastest and most economical way in terms of time and space to deliver their brands to consumers. People, on the other hand, just like businesses benefit from social media advertising in order to get information about products and services, to give feedback about the products and services they have experienced, to reach more alternatives and to handle all these more quickly in terms of time and easier in terms of space. It has become a necessity for businesses to create an emotional bond between their brand and consumers in order to maintain their presence in the market, to acquire new customers and to retain their existing customers. Social media and social media advertising are two very important concepts for this purpose. In this study, the concept of brand liking as an emotional bond that is intended to be created with the consumer is discussed. The effects of the cultural, social, personal and psychological factors that consumers have in creating brand appreciation are quite high. In this study, the effect of the values perceived by young consumers towards social media ads on brand liking is investigated. In the first part of the research, it aims to explain the development of the internet and the internet along with social media and social media advertising. It makes references to the most frequently used social media channels and how the advertisements take place on these social media platforms. Subsequently, the concept of consumer and consumer behavior, affecting factors on behavior and perceptions of the consumer are expressed. In the second part, the concept of brand and its importance are addressed. Brandrelated concepts that express emotional communication between consumer and brand are defined. These concepts are brand identity, brand image, brand value, brand loyalty, brand awareness, brand associations, perceived quality, brand personality and brand liking. In the third part, a questionnaire form consisting of three parts as Demographic Features, Perceived Value Scale and Brand Liking Scale, which was prepared to measure the effect of perceived values for social media ads on brand liking, was applied and the data were analyzed in package statistics programs. The questionnaire form, which was prepared prior to the main study, was piloted in order to determine its validity and reliability. Young consumer group actively using social media in Turkey constitute the universe of the study. The sample of the study, on the other hand, consists of the sample group of 585 people between the ages of 18-29 who are actively using social media. As the sampling method, the convenience sampling method was used, in which everyone who participated in the questionnaire was included in the sampling. At the end of the study, 585 people participated in the survey within the specified time. The survey is applied to young consumers between the ages of 18-29 via Google forms, social media platforms and e-mail due to the Covid-19 epidemic that affected the whole world in 2019 and 2020, and online surveys were carried out between 20 June 2020 - 10 July 2020. It was administered as an online questionnaire. SPSS 21.0 and AMOS 22.0 software were used in the analysis of the data, and frequency analysis, confirmatory factor analysis, square analysis, regression analysis, Anova and independent sample ttest were applied. As a result of the study, it was found that among the perceived values of social media ads, advertising value, informative and entertaining factors had a positive and significant effect on brand liking. Moreover, it was concluded that there was no significant relationship between the factors related to the deception and disturbance of social media ads and brand liking. Keywords: Social Media, Social Media Advertising, Perceived Value, Brand Liking, Young Consumer