The Effect of Consumer Beliefs and Attitudes towards Social Media and Television Advertising on Purchase Intentions : A Comparative Analysis

Kocaömer N., Topsümer F.

Global Media Journal, vol.11, no.21, pp.1-30, 2020 (International Refereed University Journal)

  • Publication Type: Article / Article
  • Volume: 11 Issue: 21
  • Publication Date: 2020
  • Title of Journal : Global Media Journal
  • Page Numbers: pp.1-30


The purposes of this study are to determine the consumer beliefs of social media and television advertising, to examine the effect of these beliefs on attitudes and the effect of attitudes on purchase intentions and to compare the resulting effects. Convenience sampling method was used and a total of 401 people were reached. In the analysis descriptive analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling were used. As a result of the data analysis, it was found that consumer beliefs of both social media advertising and television advertising partially affected attitudes and that attitudes also affected purchase intention. The credibility dimension constituting consumer beliefs affected attitudes towards television advertising but did not affect attitudes towards social media advertising; Similarly, the information dimension affected attitudes towards social media advertising but did not affect attitudes towards television advertising. When the effects of the three dimensions (entertainment, economy, value corruption) that create common beliefs for both social media and television advertising were examined, it was seen that the belief dimensions for social media advertising affect attitudes more than the belief dimensions for television advertising. The degree of influence of attitudes towards social media and television advertising on purchase intentions also changed.