Abstract:

Parallel to technological developments, the internet has entered our daily life and spread the use of social media. So the internet and social media frequently used have influenced consumer consumption habits. Today, consumers use social networks as a means of communication, while use them as a means of advertising. The purpose of the study is to explore how consumer perceptions of social media ads affect their purchasing intentions. Another purpose is to identify the perceptions of social media users about social media ads. With the easy sampling method in the study, a survey was obtained according to the analysis of 212 students using social media from the Kastamonu University School of Tourism. According to the research findings, students' perceptions and purchasing behaviors of social media advertising differ from classes to classes. It has also been shown that students’ purchasing behavior is dependent on their perceptions of social media advertising. The remarkable conclusion of the study is that students see social media ads as a good source of product knowledge, although they don’t find them reliable and convincing.

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