The effects of baby care product advertisements in social media on toward social media advertisements to consumers behaviours

Since the beginning of history of humanity, people have been communicating each other to meet their needs. With the recent proceedings in informatics, communication and technology; social, cultural, economic and politic changes have rapidly occurred. Individuals and society has shown changes in behavior with the introduction of internet to our lives. As people spent more time on the internet, importance of social media has increased. The understanding of advertising in conventional media has started to turn into social media advertising. Active and rapid communication features of social media have shifted the interest of marketers to this area. As social media advertisements increase the recognition of businesses, it also helps the businesses achieve success in a shorter time period with immediate return of target audience. Aim of this study is evaluation of the effect of baby care product advertisements in social media on consumers' behavior to social media advertisements. In addition, this study reveals whether consumer perception factors and behavior perceptions differ according to demographic characteristics of individuals. This study employs convenience sampling and survey methods. Data obtained have been analyzed with SPSS program and interpreted. Data have been evaluated with factor analysis, T-test, Anova test and Regression tests. The results of this study revealed that the ads of baby care products on social media positively affect the behaviors of consumers towards social media advertisements, and that the information factor affects the behavior the most. Participants' perceptions of baby care product advertisements on social media and their behaviors towards social media advertisements did not differ according to gender, age and occupation, and differed according to other demographic factors.