The effect of advertisments on social media to consumer purchase behavior

Zaur Seyidli

Bachelor's thesis

Abstract:

Development of technology and the increase in internet usage in recent years, consumers have begun to spend most of the time on social networking sites. Businesses following the change of consumer preferences have started to give importance to marketing activities on social media so as to contend. Companies have become aware of the benefits of online advertising due to reasons such as ease of communication with consumers on social media and rapid feedback. Therefore, it is important to understand how advertisements published on social networks affect people's buying behaviour and mentality. The reason of this thesis study is to examine whether ads on social networking sites have an impact on consumers' purchases. The main mass of the study is consumers who actively use social media. The information acquired by applying a survey to 291 social media users via the internet was investigated and deciphered with the SPSS 17 Package program. By using Factor, Chi- Square, and Regression analysis to these data, the hypotheses formed in accordance with the purpose of the study were tested and acknowledged. As a result, it has been determined as a result of the analysis that the advertisements on social networking sites have a positive effect on the purchasing behaviour of consumers and the perceptions and purchase intent developed against social media advertisements on the buying behaviour.

Keywords

Advertisement, Social Media, Consumers, Purchase Behavior, Networking

Language used: English

Date on which the thesis was submitted / produced: 26. 4. 2024

Thesis defence

• Supervisor: doc. Ing. Miloš Ulman, Ph.D.
• Reader: Lukáš Poláček, Ing.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Systems Engineering and Informatics / Informatics