Abstract:

Due to the increase in the number of people who use the Internet, social media has become a platform that changes the way consumers communicate. This speed and interaction has made the social media a growing advertising environment and has opened the difference between the traditional media. Despite the widespread use of television as a traditional mechanism today, social media ads have begun to shrink the influence of television ads. Therefore, the consumer attitudes towards advertising in these two different locations are also different. This study tries to explain the relationship between consumer attitude and advertising value perceived in traditional media on television and social media on Facebook and Instagram. The scale developed by Ducoffe (1995) to measure the ad-oriented attitude and the ad-oriented value in the reviewed scales and the ad-oriented attitude and the ad-oriented value for each of the three scales have been individually measured. According to the results, social media ads are more informative, entertaining than traditionally, and the advertising value is more perceived.