The effect of ad appeals on the consumer's purchase intention in monitoring social media advertisements and a research

For the effectiveness of a social media ad, it is important to have a sign that the user is responding positively to the ad. Ads that can generate positive perceptions and reactions among social media users are likely to have a word-of-mouth marketing effect, resulting in more sales, resulting in a high ROI from ad campaigns. However, there may also be negative conditions such as privacy concerns and environmental pressure that prevent users from showing these positive responses. For this reason, in some cases, although users have a positive attitude towards the social media advertisement they are exposed to, they may not want to show it by interacting. Therefore, we cannot explain the impact of an advertisement on purchasing solely through the attitude towards interacting, and therefore the attitude towards social media advertisements must also be taken into account. Research on advertising effectiveness highlights advertising creativity, informativeness, entertainment, and social cues as antecedents of consumer attitudes towards advertising. Studies focusing on interaction behavior have generally focused on a single interaction, such as liking. In the current study, the model was tested separately for liking, sharing and commenting behavior. In this context, the motivation of the current research is three basic questions: What are the antecedents of social media advertising that help positive user responses, Is positive user behavior related to social media ads an indicator of purchasing behavior, and Do different positive user behaviors related to social media ads have similar dynamics?