Abstract:

The purpose of this study is to find out the effect of factors influencing consumers’ attitudes towards the advertisements aired on Youtube on purchasing behaviour. In the study, after explaining the importance of social media and YouTube advertising and the consumers’ attitudes towards advertisments conceptually, similar studies in literature are scrutinized. Consumers aged 18 and above using YouTube in Turkey constitute the universe of research.In order to find out the effect of consumers' attitudes towards YouTube advertisements on purchasing behavior survey technique is used. In this sense, using convenience sampling method through social platforms such as Facebook, Twitter, LinkedIn and WhatsApp throughout Turkey, an online survey is applied to gather the data of YouTube users. According to findings of the study, it is seen that the factors (entertainment, informativeness, credibility and irritation) effecting the attitudes towards YouTube advertisements influence the purchasing behaviour directly and meaningfully. The most effective factor on the consumers’ purchasing behaviour is entertainment. There is a negative correlation between irritation factor and purchasing behaviour. As long as the irritation in the advertisements decreases, positive attitude towards purchasing behaviour will increase.

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