Abstract:

This study was conducted to determine the effects of factors (ad skepticism, ad avoidance, perceived personalization, ad credibility) affecting consumers' attitudes towards personalized advertising, which consumers face in the internet and social media, on their intention to purchase. 451 consumers who live in Karaman and use social media participated in the survey. Structural equation modelling was applied to test the research hypothesis. 4 of the hypotheses developed in the study were rejected while 7 were accepted. One of the remarkable results of the research is that there is a positive, not negative, relationship between perceived personalization and advertising skepticism. This is thought to be related to the fact that personalized ads are a concern for the use of personal data of individuals. Moreover, according to the research result, attitudes towards personalized advertisements directly affect the buying behavior. As in traditional media, the reliability and credibility of an ad on the social media or on the internet in general can be achieved by helping consumers remove suspicions about the ad, reducing the ad when necessary, preventing the consumer from avoiding advertising, and developing a positive attitude for the ad.

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