Abstract:

Parallel to the developments in information and communication technologies, the media is also in rapid development. Advertising, an important element of traditional media, has taken its place with its own character in almost every area of the new media environment. Social networks that increase the number of users every day, also make up an important part of the new media. Advertising on social media is seen as a new and effective field where marketing activities are carried out. Another point of view in this context is their consumer behavior. The perception of consumer behavior, which exists in the traditional sense, is re-formed with the development of social media ads, and consumer behavior in social media has its own character. The relationship between social media advertising and consumer behavior is subject to a variety of research in many disciplines. Instagram is one of the most popular social media apps, and a large portion of the user profile is made up by the young generation. In this study, we are starting from here and examining the effects of sponsored ads on Instagram on the consumer behavior of university students. In this framework, first, in theoretical part, we tried to clarify the concepts of advertising, social media advertising, Instagram advertising, consumption and consumer behavior. The data obtained by the survey technique from 384 students at Bolu Abant İzzet Baysal University was analyzed by the IBM SPSS 20 program. Research finds that Instagram sponsored ads have a significant impact on students’ consumer behavior.

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