Abstract:

The purpose of the study is to determine the impact of social media advertising on the brand value. For this purpose, the impact of social media advertising on the customer-based brand value of the detected value determiners (information, entertainment, reliability, discomfort with advertising) is investigated. Method - The research was carried out in a relative scanning model, which is from the types of general scanning models aimed at determining the relationship and interaction between two and more variables. In the framework of the study, an online survey app was carried out with 332 participants who have an Instagram account and are actively using Instagram. The data received was analyzed through the AMOS 23 program. Results - According to the findings from the study, Instagram ads affect the advertising value of being informative, fun and reliable. However, it has been established that the disturbing advertising has no meaningful impact on the value of the advertising. The study also concluded that the advertising value has a significant impact on the customer-based brand value. Discussions - The content of Instagram ads affects consumers' perceptions of advertising value. Advertisements of brands, informative, fun and reliable content about their products, also shape the perception of value towards the brand. This result emphasizes the importance of social media use in the effort to create brand value.

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