The Influence of Beliefs on Attitudes and Behavior Toward Social Media Advertising: The Mediating Role of Attitudes Between Beliefs and Behavior

Purpose –Considering the increasing usage of social media channels in Türkiye, this study aimed to contribute literature and guide marketing people about factors influencing Turkish customers’ attitudes behavior towards advertising increase efficiency advertisements. Furthermore, mediating effect between beliefs behaviorwas also questioned study. Design/methodology/approach –A descriptive research method was conducted empirical study, with theparticipation 311 individuals. A field performed via an online questionnaire, including Pollay Mittal’s original scale for traditional channels’ advertising, Wolin et al.’s adopted seven beliefs-factors web Wolin’s measures. Hypotheses were constructed, a model developed be tested structural equation modeling AMOS SPSS 21 clarify personal societal beliefs' direct indirect influences on behavior. Findings –Personal influenced both toward advertising. Meanwhile, mediated relationship indicators (hedonic motivation, role, image) In contrast, did not show link product information behavior.Discussion dimensions belief prominently stood out as result Marketing should consider beliefsof hedonic roles, images try express essential advertised products channels.