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The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour

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  • Åžakir Erdem

    (Marmara University, Faculty of Business Administration, Istanbul)

  • Beril DurmuÅŸ
  • Osman Özdemir

Abstract

This study examines the ads on social media and word of mouth marketing lead to ad clicks. Motivation, congruity, attitudes to ad on social media and word of mouth marketing lead to ad clicks, which respectively affect purchase intention in research model. The study aims to develop an understanding of how ad clicks affect to purchase intention on social media. Findings of the study presents the importance of consumer behaviour to use of social media and to purchase intention among Turkish consumers. Consequently, in the study all variables are positively related to each other. These results suggest that marketers need to take into account and manage actively social media and specifically their social network sites.

Suggested Citation

  • Åžakir Erdem & Beril DurmuÅŸ & Osman Özdemir, 2017. "The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 3, September.
    • Handle: RePEc:eur:ejesjr:178
    DOI: 10.26417/ejes.v9i1.p25-33
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