Sosyal Medya Reklamları Etkili Midir Algının ve Tutumun Satın Alma Niyetine Etkisinde Ünlü Desteğinin Aracı Rolü : Y Kuşağı Üzerinde Bir Araştırma(Are Social Media Ads Effective The Mediating Role of Celebrity Endorsement in the Effect of Perception and Attitude on the Purchase Intention: A Study on the Y Generation)

Abstract

Purpose - The transformation of social media networks into a new competition area and promotion area for companies has made social media advertisements an effective promotion activity today. Companies reach consumers by promoting their brands in cooperation with attractive, expert and reliable celebrities. The main purpose is to examine the celebrity endorsement in the effect of perceptions and attitude towards social media advertisements of Y generation consumers and to determine the relationship between the perception and attitude of generation Y consumers towards social media ads and their purchasing intention. Design/methodology/approach - In this study, a model has been developed to examine the mediating effect of celebrity endorsement on the influence of social media advertising perceptions and attitudes of millennial consumers on purchase intention. Face-to-face and online surveys were applied to 405 people in generation Y. The data obtained was tested through the AMOS program. Findings - According to the results of the research, it was concluded that while the perception of the consumer towards social media advertisements and the attitude of the consumer affect the purchase intention, the celebrity support has an intermediary effect. In addition, it was concluded that celebrity support in social media ads has positive effects on the purchasing intention of the consumer. Discussion - Company owners work with celebrities who have similar identities and image features with their brands, making a significant contribution to the purchasing intention of consumers. The result that the effect of the perception and attitude of consumers on social media ads on the purchase intention is partially provided by celebrity support, emphasizes the importance of celebrity support in social media ads.