USER ACTIVITIES ON SOCIAL MEDIA: APPLICATION OF SMMA MEASUREMENT SCALE

The aim of this study is to examine differences in user activities based on their attitudes towards communication and advertisements by companies on social media. The survey questionnaire was created using the Google Forms tool, and the research was conducted in April and May 2022. Multivariate statistics, factor analysis, and analysis of variance (ANOVA) were used to obtain relevant results. Through factor analysis of the SMMA (Social Media Marketing Activities) measurement scale, three factors were identified: interactivity factor, informativeness factor, and motivational-experiential factor. The analysis of variance revealed significant differences in the extracted factors and the attitudes towards the communication of companies on social media, as well as in users' purchase intentions. The results of the variance indicated a statistically significant difference between the informativeness factor and attitudes towards advertisements on social media. Furthermore, further analysis confirmed that there are no significant differences between the interactivity factor and the motivational-experiential factor concerning attitudes towards advertisements appearing on social media.