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The aim of this paper is to examine how consumer perceptions of social mediaadvertisements affect advertising value and brand awareness. With a rapidincrease in the number of social media users over the last ten years, a newadvertising domain has become available for companies. Brands that managesocial media well in their advertising strategies can quickly influenceconsumer decision-making and create awareness. However, in social mediaadvertising, which is different from traditional advertising, creating contentshould be produced and this content should be perceived in a short time byconsumers. To achieve this, it is necessary to build rapport with consumers andto present correctly what they wish to see in advertisements by creatingawareness. In view of the increasing importance of social media advertising,the study examines how consumer perceptions of Instagram advertisements affectadvertising value and brand awareness. This study was conducted with GenerationY consumers on the basis of their Instagram habits, a popular social media app.For this purpose, surveys were held with 665 participants who use Instagram.The collected data were analyzed using structural equation modeling. Accordingto the analysis results, Y generations perceptions of Instagram advertisementshave both a positive and negative impact on advertising value and brandawareness and brand associations.

transnational marketing journal

The Impact of Perceptions of Social Media Advertisements on Advertising  Value, Brand Awareness and Brand Associations: Research on Generation Y  Instagram Users