Abstract:

Advertising is one of the important issues in the social and commercial area. Advertisers bear significant costs with important expectations. The effectiveness of advertisements and the perceptions of different demographic groups according to the advertising channels were investigated, and the perceptions of the advertisements that were forced to be watched on social media were examined.The research aims to reveal the effects of various types of advertisements published on other social media platforms on consumers' purchasing decisions and their behavior towards the presentation of advertisements. The quantitative research was carried out by obtaining primary type data via the questionnaire. 442 participants participated in the research and it was concluded that the scale used as a result of validity and reliability tests was valid and reliable. According to the findings of the research, it has been observed that the advertisements that are obligatoryly watched on social media platforms are mostly met with negative reactions. In addition, it was determined that the suspicion of the authenticity of the advertisements in general affects the purchase decision. It is another observation that the most effective and intense transmission according to advertising channels is social media platforms and the least activity is directly from SMS, E-mail, banner-billboard and print media. On the other hand, it has been determined that the most interest in advertising on clothing and technology is in terms of advertising.

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