The effect of social media advertisements on consumer behaviour: A research towards clothing sector

Within the framework of this study, it is aimed to examine the effects of consumer attitude towards advertisements of clothing brands on social media on purchase intention, purchasing behavior and brand loyalty in the context of consumer behavior. For this purpose, an online survey was conducted with 201 consumers, who are at least 18 years old, living in Istanbul and following the posts of clothing brands on social media, between April 24, 2023 and May 15, 2023. Quantitative research method was used within the scope of the study and convenience sampling technique was used. Demographic Information Form with 7 questions, Attitude Scale towards Social Media Advertisements with 15 items, Purchase Intention Scale with 2 items, Purchase Behavior Scale with 2 items and Brand Loyalty Scale with 3 items were used in the questionnaire form. SPSS-23 program was used in data analysis. As a result of the research; It has been determined that consumers' attitudes towards clothing brand advertisements in social media have a significant, positive and high effect on their purchasing intentions and purchasing behaviors, while it has a significant, positive and moderate effect on brand loyalty.