Examination of buying behavior of consumers for social media advertisements with technology acceptance model

Social media, which has become an inseparable part of daily life with the developments in communication technologies, is used as an advertising tool to differentiate itself from its competitors and to reach the target audience directly. In addition, social media advertisements are important in terms of increasing the awareness of enterprises and receiving returns from the target audience. Knowing consumer buying behavior for advertisers in social media is a prerequisite for their success. The first section of three sections of the study deals with the technology and technology acceptance models, while the second section reviews the literature on the social media and consumer buying behavior. The third section, the finding obtained by face-to-face survey technique, which measures consumer buying behaviors for social media advertisements with Technology Acceptance Model, has been evaluated. The research has been applied to 450 students who are social media users and who study at Gümüşhane University. As a result of the analyzes, it was concluded that the perceived benefit, perceived ease of use, and the attitude variable of attitudes and intention on the attitude and intention of the confidence variable had a positive effect on the realization of the buying behavior.