Sosyal medya üzerinden reklam yapılmasının Iraklı tüketicilerin satın alma davranışlarına etkisi

Advertising through social media sites is one of the latest promotional methods used in the field of marketing. In addition, social media sites are characterized by speed and ease, which prompted many companies to take advantage of the opportunities offered by these media in order to achieve effective communication between consumers and influence their purchasing behavior. In the recent years, the number of the Iraqi university students using social media for advertising purposes has increased remarkably. Accordingly, there is a need to identify the impact of advertising through social media on the purchasing behavior of Iraqi university consumers.in Baghdad. Thus, this research aims to investigate this topic by examining relationship between social media advertisement (and the major components of the advertising message) and consumer purchasing behavior according to certain demographic variables. To achieve the aims of the study, the following hypothesis has been adopted: There is a statistically significant relationship between social media advertisements and the purchasing behavior of Iraqi university students. In this regard, the relationship between the consumer purchasing behavior and the aspects below are verified: content, personal nature, and consumer privacy of social media advertising. The study population involves university students in the City of Baghdad who uses social media sites. The survey research method was adopted and the data were collected by distributing a questionnaire to a sample of 472 consumers during the first quarter of the year 2021. The statistical data were analyzed using (SPSS). The most prominent finding in the present study is that there is a significant and positive correlation between the study's two primary variables; i.e. advertising via social media and consumers' purchasing behavior, which validates the main hypothesis of the study. It is concluded that Iraqi university students' purchasing behavior is highly affected by the characteristics of the advertisements published through social media, in terms of informativeness, credibility and entertainment.