The Impact of Consumer Perceptions in Social Media Advertisements on Brand Awareness and Purchase Intention

Abstract

Purpose – The aim of this study is to investigate the effects of consumer perceptions of social media advertisements on brand awareness and purchase intention.
Design/methodology/approach – The research data set consists of 552 people selected by convenience sampling method. Quantitative analysis method was used in the research. During the analysis process, Cronbach Alpha, normality test, KMO and Bartlett tests were used to test the reliability, normality distribution and suitability of the scales for factor analysis. Then, the structural validity of the scales was examined with factor analysis. Confirmatory factor analysis was performed to test the accuracy of the factor structure. Regression analysis was performed to test the relationships between the variables.
Results – It has been observed that the sub-dimensions of contribution to the economy and provision of information within consumer perceptions in social media advertisements have a significant and positive effect on brand awareness. The relationship between the sub-dimensions of consumer perceptions in social media advertisements and purchase intention was also analyzed in the study. As a result of the analysis, it was concluded that the sub-dimensions of consumer perceptions in social media advertisements such as provision of information, entertainment, reliability and contribution to the economy have a significant and positive effect on purchase intention.
Discussion – While the study provides valuable information on consumer perceptions of social media advertising, the limited effects of the entertainment and trustworthiness dimensions on brand awareness are noteworthy. Future research may focus on different demographic groups and industries to determine the generalizability of the results.