摘要：The use of social media as an advertising tool by businesses provides great convenience to both businesses and consumers. In this study,the relationship between consumer perceptions towards social media ads and e-loyalty was measured,the role of brand attitude has been examined this relationship. According to this aim,a total of 876 questionnaires were collected face-to-face by consumers who using social media and living in the province of Tekirdağ. As a result of the analyzes made,the following conclusions are reached. It has been determined that entertainment and information variables,which are the consumer perceptions towards social media ads,have a direct effect on brand attitude;entertainment,knowledge and trust variables have a direct effect on e-loyalty and brand attitude has a direct effect on e-loyalty. Moreover,it has been revealed that entertainment and information variables have indirect effects on eloyalty through the brand attitude. It has been determined that the trust variable has no direct effect on the brand attitude and there is no indirect effect on e-loyalty through on the brand attitude.
其他摘要：Sosyal medyanın işletmeler tarafından reklam aracı olarak kullanılması,hem işletmelere hem de tüketicilere büyük kolaylıklar sağlamaktadır. Bu çalışmada da sosyal medya reklamlarına yönelik tüketici algıları ile e-sadakat arasındaki ilişki ölçülmüş,bu ili
关键词：Social media;social media ads;brand attitude;e-loyalty.
其他关键词：Sosyal medya;sosyal medya reklamları;markaya yönelik tutum; e-sadakat.
