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It’s only been 25 years since Tim Berners-Lee made the ‘World Wide Web’ available to the public, but in that time, the internet has already become an integral part of everyday life for most of the world’s population (wearesocial.com). With the widespread use of the Internet and the rapid development of digital technologies in our lives, the habits of individuals to communicate, connect with other people or businesses have changed. This has resulted in differentiation of consumers' preferences and purchasing patterns, making social media, one of the new communication technologies, more widely available. Social media are online applications, platforms and media which aim to facilitate interactions, collaborations and the sharing of content. They take a variety of forms, including weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking (Kim and Ko, 2012).

i̇şletme araştırmaları dergisi

Sosyal Medya Reklamlarına Yönelik Tüketici Algıları İle E-Sadakat Arasındaki İlişkide Markaya Yönelik Tutumun Rolü - The Role of Brand Attitude in Relationship Between Consumer Perceptions Towards Social Media Ads and E-Loyalty