| Özet notu |
ABSTRACT<br/>Over the years, the growth of internet has increased and has become a useful tool in our lives especially for marketers. Social media is now being used to advertise products and reach the target market. Social media is a platform used by people for connecting with one another, sharing interests, ideas, information and other forms of expression. We are surrounded with several social media platforms like Facebook, Instagram, Twitter, Snapchat, Tumblr and many others. Social media is saturated with different contents amongst which is advertisement and the lifestyles of its users. Research findings suggest that emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well-crafted promotional message and this emotions and feelings form our attitudes. Attitudes are defined as an enduring set of emotions or beliefs about a particular object, person, organization, issue or event (McLintic, 2016). On the other hand, brand is an identifying symbol, mark, logo, name, word and/or sentence that companies use to distinguish their product from others (Kenton, 2018). In recent years, many brands have been established and have gained a large number of popularity and customers. The idea of brand is to continuously influence consumer’s consideration, evaluation and finally purchases by creating a memory in us through mostly advertisements.<br/>This study focuses on social media advertisements effects on the attitude of university students towards brand. Aside from focusing on the effects of social media advertising on attitude towards brand, other topics like new information and communication technology, the history and types of social media, traditional and social media advertising, attitude formation and social media branding related topics will be considered. To further this study, a quantitative research was conducted through the distribution of 300 questionnaires in Cyprus International University (CIU). The result of the research was then inputted in a software (SPSS) for statistical analysis. After analyzing the variables, the findings of the research revealed that social media advertisements have an effect on university student’s attitudes towards brand. It was also revealed that there is a relationship between nationality and the effect of social media advertisement on attitude towards brand, relationship between the frequency of reading, listening and watching social media advertisements and the effect of social media advertisement on attitudes towards brand and the relationship between the beliefs and attitudes toward social media advertisements and the effect of social media advertisement on attitudes towards brand.<br/>Keywords: information, communication, social media, attitude and brand |