Determinants of Consumer Attitudes Towards Social Media Advertising

What is it about?

The main motivation behind this paper is to identify the determinants of attitude towards social media advertising in the context of the Turkish airline industry. The model of advertising value lies in the theoretical foundation of this paper. Employing a convenience sampling, a questionnaire was completed by 123 users of social media in Turkey.

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Why is it important?

The contributions of this study to the existing literature are twofold. First, it ascertains the determinants of attitude towards social media advertising in the airline industry. Thus, this study offers some important insights into the more effective use of airline advertising. Second, it is the first study that examines the formation of attitudes towards airline advertising on social media in Turkey, which is an emerging market