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Journals / TESAM Akademi Dergisi / 2026 / Cilt: 13 Sayı: 1

The Effect Of Ad Appeals On The Consumer's Purchase Intention In Monitoring Social Media Advertisements

Sosyal Medya Reklamlarını İzlemede Reklam Çekiciliklerinin Tüketicinin Satın Alma Niyeti Üzerindeki Etkisi

Muhammet Ali Aytaç(GEDİK ÜNİVERSİTESİ, İKTİSADİ, İDARİ VE SOSYAL BİLİMLER FAKÜLTESİ)0000-0003-4835-4441
Mehmet Yaman Öztek0000-0002-1129-5145
Pages
345–372
Publication Date
2026-02-18
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Is positive user engagement with social media ads an indicator of purchasing behavior?

📌 3 Key Takeaways

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Objective & Hypothesis:In social media ads, gauging effectiveness requires observing signs of positive user interaction.
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Key Findings & Data:Advertisements that evoke positive reactions and perceptions from social media users tend to generate word-of-mouth marketing effects, leading to increased sales and a high return on investment from ad campaigns.
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Conclusion & Impact:Is positive user engagement with social media ads an indicator of purchasing behavior?
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:sosyal medya reklamları · Reklam Çekicikleri · Planlı Dvranış Teorisi

Abstract

In social media ads, gauging effectiveness requires observing signs of positive user interaction. Advertisements that evoke positive reactions and perceptions from social media users tend to generate word-of-mouth marketing effects, leading to increased sales and a high return on investment from ad campaigns. However, adverse factors such as privacy concerns and environmental pressures might hinder users from displaying these positive responses. Thus, in some cases, even if users’ attitude is positive towards the social media ad they are exposed to, they may choose not to interact with it. Therefore, the impact of an ad on purchasing cannot be solely attributed to the attitude towards interaction; the attitude towards social media advertisements must also be taken into account. Advertising effectiveness literature emphasizes rational and emotional appeal and advertising creativity as factors influencing consumer attitudes toward advertising. Studies on interaction behavior have typically focused on individual interactions, such as liking, so we also focused on Liking as interactions in the current study. The current research addresses two fundamental questions: What factors prompt users positive responses to social media advertising? Is positive user engagement with social media ads an indicator of purchasing behavior?

Özet

Bir sosyal medya reklamının etkinliği için kullanıcının reklama olumlu yanıt verdiğini gösteren bir işaretin olması önemlidir. Sosyal medya kullanıcıları arasında olumlu algılar ve tepkiler yaratabilecek reklamlar muhtemelen ağızdan ağıza pazarlama etkisi yaratacak ve böylece daha fazla satışla sonuçlanacak ve bu da reklam kampanyalarından yüksek yatırım getirisi sağlayacaktır. Bununla birlikte, kullanıcıların bu olumlu yanıtlarını göstermelerini engelleyen gizlilik endişesi, çevre baskısı gibi olumsuz koşullar da olabilir. Bu nedenle bazı durumlarda kullanıcılar maruz kaldığı sosyal medya reklamına karşı tutumu olumlu olmasına rağmen, bunu etkileşime girerek göstermek istemeye bilirler. Dolayısıyla, bir reklamın satın alma üzerindeki etkisini sadece etkileşime girmeye yönelik tutum üzerinden açıklayamayız ve bu nedenle sosyal medya reklamlarına yönelik tutumun da dikkate alınması gerekmektedir. Reklam etkinliği üzerine yapılan araştırmalar, reklam yaratıcılığını, bilgilendiriciliği, eğlenceyi ve sosyal işaretleri tüketicinin reklama karşı tutumlarının öncülleri olarak vurgulamaktadır. Etkileşim davranışına odaklanan çalışmalar genellikle beğeni gibi tek bir etkileşime odaklanılması nedeniyle mevcut çalışmada da beğeni davranışı için model test edilmiştir. Bu bağlamda, mevcut araştırmanın motivasyonu üç temel soru oluşturmaktadır: Sosyal medya reklamının olumlu kullanıcı yanıtlarına yardımcı olan öncülleri nelerdir, Sosyal medya reklamlarına ilişkin olumlu kullanıcı davranışı, satın alma davranışının bir göstergesi midir?

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Cite This Article

Aytaç, M. A., Öztek, M. Y. (2026). The Effect Of Ad Appeals On The Consumer's Purchase Intention In Monitoring Social Media Advertisements. TESAM Akademi Dergisi, Cilt: 13 Sayı: 1, 345–372. https://doi.org/10.30626/tesamakademi.1617729

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