THE EFFECT OF ATTITUDE TOWARDS SOCIAL MEDIA ADVERTISEMENTS ON BRAND VALUE AND CONSUMER BEHAVIOR

As consumers begin to spend more time on social networks, social media platforms have become commercial marketing tools. Advertisements for any goods, services or brands, especially on social media platforms, have become effective. Social media advertisements have begun to be very effective on consumers' brand value perception and preferences, and this affects the consumer's thoughts in terms of awareness, loyalty and quality in the context of brand value. As a result, unplanned purchasing behavior has come to the fore. The aim of this study is to investigate the effect of consumers' attitudes towards social media advertisements on brand value and consumer behavior. The data obtained within the scope of the research was obtained by online survey method between 10 March and 30 April 2024. During the data analysis process, SPSS 25.0 and AMOS 26.0 package programs were used within the scope of the research. The results obtained reveal that the attitude of consumers towards social media advertisements has a positive and statistically significant effect on brand value and consumer behavior. In this context, it is seen that social media advertisements play a decisive role in the changes in consumers' perception and this effect indicates a positive relationship between brand value and consumer behavior.