The role of electronic advertising on Consumer purchasing Behavior

Abstract

The use of social networks, including Snapchat, has become a daily routine for many individuals in society and is used for many different purposes. If it is used by citizens to send messages and pictures, celebrities also use it for advertising purposes for different brands. This study is a descriptive study that used a survey form to collect data with the aim of finding out the motives that make the participants watch celebrity advertisements on Snapchat. It also examined the role of celebrity advertisements posted on Snapchat in citizens' choices and purchases of a product. As a result, although the use of Snapchat is particularly high among respondents (media technical students), the type of advertising and the use of celebrities in advertisements does not play as much a role in customer choice as price and brand type.