Abstract:

The aim of communication campaigns is to reach the target audience of the brand and to mobilize tsrget audience in terminal. One of the most important advertising aim is that the ad has seen and watched by the target audience.  At the point with advances in communication technologies, individuals are being bombarded with messages at any moment. it is very important that the advertisement be removed from this message density, reach the target, be visible and traceable. Advertising enables images to be formed in the minds, thus allowing the brand to acquire a place in the subconscious of the consumer. Social media has become one of the most important advertising channels, with increased usage rates and enable to many possibilities for the user. Social media phenomena have begun to be the advertising face of brands. Users who are unprofessional and individual efforts to share with the social media, so that  increase the number of likes and followers, micro-celebrity or phenomenon can be called. The ads are generally switchable on social media, the chances of the ad being watched are reduced. In this context, this study were revealed whether consumers who use social media and follow phenomena have a difference in their attitudes towards advertising (phenomenon of advertisement watching) by the ads made by the brand and micro celebrity. In this work, In-depth interview method was used and 15 research’s participants aged 16-24 who use social media the most. According to the results of the study, the participants follow the advertisements in the relevant field and they do not follow the advertisements if they do not have any interest in the advertised product or service.

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