The Effect of Social Media Advertisements on Consumption Perception of Adolescents

Abstract

The advantages of technology in many areas are also reflected in the advertising and marketing sectors. The interaction provided by the technology is also positively reflected in the buying behavior of consumers. Especially in recent years, social networks have been one of the leading channels where both the environment and the interaction of the users are at the highest level. Networks such as Facebook, Twitter and Instagram, where individuals spend most of their time, affect users in every way. The most important one of these effects is the effect of social media advertisements on individuals' perception of consumption. This forms the focus of the study. Adolescents who are one of those use social networks the most and who are most affected by this use constitute the sample of the study. In this context, it has been tried to determine whether high school adolescents are affected by advertisements in social media usage by using focus group method in Bakirkoy in Istanbul. The findings of the study revealed that social media advertising has a significant effect on directing individuals to consumption.