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