The Impact of Consumer Perceptions of Social Media Advertisements on Buyer Behavior:: An Intercultural Investigation

Abstract

The objective of this study is to investigate the consumer perceptions of social media advertisements and their impacts on impulse buying behavior in a cross-cultural context. The data was collected from the samples of Turkish and Swedish consumers via survey research. The research results demonstrate that the perceptions of social media advertisements positively influence consumers’ impulse buying behavior and this influence significantly differs across national cultures. This study reveals that businesses that utilize social media advertising should pay particular attention to the socio-cultural structure, consumption patterns and purchasing behaviors of the societies in which they do business.