Özet:

Abstract Objective Online marketing communication has replaced traditional media in reaching audiences. Online advertising is one of the most important elements of online marketing communication. Hundreds of online advertisements appear in front of consumers every day through social media, internet and video sites, mobile devices and applications. Consumers are inconvenienced from time to time when they encounter so many online advertisements. Irritation of online advertising with consumer anxiety decrease the effectiveness of advertisements, in other words both of the antecedents influence the attitude of consumers towards online advertising. The aim of this paper is to investigate the influence of irritation of online advertising and consumer anxiety on the attitude and behavioral intention of consumers towards advertising and to suggest strategies for the companies. Materials and Methods A structured questionnaire was used as the data collection method. The scale of the research was adapted from Hwan & Kim (2007), Ducoffe (1996), Wang & Sun (2010) and Wolin et al. (2002). Convenience sampling method was chosen in the research. PLS-SEM was used in order to test the hypothesis of the model. Results The results showed that irritation of advertising and consumer anxiety had negative effects on the attitude towards advertising and attitude towards advertising has powerful effect on behavioral intention. Various strategies were proposed for marketing managers in order to improve the effectiveness of online advertising. Conclusion Marketing managers should focus on reducing the irritation of advertising and consumer anxiety and should use the customer data obtained through search engine optimization and social media for the timing, frequency and duration of the ad. The relevance of the advertisement and its attractiveness to the customer should be used by marketing managers as other factors that reduce the irritation of advertising and consumer anxiety.

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