Özet:

With the advanced technology, new communication environments are emerging. The use of social media, a platform where people share their thoughts, knowledge and experiences, is one of the new and increasingly widespread communication environments. In such a environment, social media advertising appears to us as a tool to increase the advertising activity of. Social media advertising plays an important role in consumers being aware of new products or having detailed information about the products they are interested in. Thus, the social media advertising activity, which forms the content of social media ads, is an effective element in the person’s positive attitude to advertising. The positive attitude of the consumer to social media ads positively affects the formation of the intention to purchase. In the study, social media advertising activity was evaluated in the framework of the concepts of emotional attraction, knowledge, creativity and visual design, which have a high impact on the display of positive behavior. In this context, the effectiveness of social media advertisements has been focused on the relationship between the attitude towards the expression of empathy and the intention of buying with a field research. The structural equality model is used to identify the effects of variables on each other. The results of the analysis have identified a statistically meaningful relationship between the effectiveness of social media advertisements and the attitude towards the expression of empathy and the attitude towards the expression of empathy and the intention to buy, while the effectiveness of social media advertisements and the intention to buy have not been identified.

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