THE EFFECT OF PSYCHOGRAPHIC VARIABLES ON CONSUMER PURCHASE DECISIONS IN SOCIAL MEDIA ADVERTISEMENTS: CELL PHONE ADS

Büşra Kender () and Yasin Aksoy ()

Eurasian Business & Economics Journal, 2025, vol. 40, issue 40, 81-94

Abstract: This study aims to explore the multifaceted impact of social media advertisements on consumers' purchasing decisions for mobile phones. The research investigates how the cognitive, emotional, and perceptual dimensions of social media advertisements influence consumer behavior. It also examines the significance of advertisement design elements, the effects of demographic factors, the roles of various social media platforms, and the influence of personalization levels on purchase intentions. Data were collected from a sample of 300 social media users across Turkey and analyzed using statistical methods such as correlation, regression, and ANOVA. The findings reveal that while cognitive, emotional, and perceptual dimensions had limited direct influence on purchase intentions, they contributed to the overall effectiveness of advertisements. Advertisement design elements were found to have no significant impact on consumer behavior. Among demographic factors, gender exhibited a significant influence only on the habitual dimension, while age differences were observed in the interactivity dimension. No significant effect was identified for educational level in any dimension. The study also found that the influence of different social media platforms, including Instagram, Facebook, and YouTube, on purchase intentions was largely similar. Regarding personalization, advertisements aligned with users’ interests significantly enhanced purchase intentions, whereas alignment with personal preferences did not yield a notable effect. These results underscore the complexity of the relationship between social media advertisements and consumer behavior, highlighting the interplay of multiple factors. The findings emphasize the importance of emotional engagement, interest-based personalization, and demographic considerations in shaping effective advertising strategies. This study provides valuable insights for both academic research and practical applications in the field of social media advertising.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eas:buseco:v:40:y:2025:i:40:p:81-94

DOI: 10.17740/eas.econ.2025-V40-05

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