The effect of social media ads on consumer behavior and intention to buy - The case of Elazığ province

With the introduction of the Internet, the importance of social media has become more and more evident. Research shows that people spend more time on social media, they try to meet their real life needs and live a new life. The contents in social media tools shape consumer behaviors and buying intentions. Consumers are affected by purchasing content created by users and businesses on social media. Thus, it is important for businesses to talk about how and how a product or service in social media is spoken. The main purpose of this research is to investigate and reveal how social media ads affect consumer behavior and purchase intention. For this purpose, a questionnaire was applied to 798 participants in Elazığ province. As a result of the study, 332 participant surveys which were not affected by social media advertisements were eliminated and as a result 466 questionnaires which are suitable for analysis were obtained. The data obtained from the participants were analyzed and interpreted using the SPSS 22.0 package program. As a result of the research, it was seen that social media advertisement had an effect on consumer behavior and purchase intention.