Abstract:

 It is important for people to be in contact with their environment in order to continue their lives. However, sometimes when people communicate with others, they fear being disapproved or negatively evaluated. This situation causes people to prefer to be alone. In this context, it can be said that people who fear being evaluated negatively tent to social media instead of spending time with other people. Thus, they can hide themselves but also continue their existence. The purpose of this study is to examine the general attitudes of individuals who fear negative evaluation towards social media advertisements. In addition, the fear of negative evaluation and the reasons for preferring social media ads, which are sub-dimensions of the attitude towards social media ads, and consumer opinion towards social media advertisements are also examined. In addition to these, is also examined whether there is a significant difference between the demographic characteristics of the participants and their fear of negative evaluation. According to the findings, while there is no relationship between the fear of negative evaluation and their attitudes towards social media advertisements, there is a difference between the fear of being evaluated negatively and some of the demographic characteristics of the participants.

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