| Abstract [eng] |
Social media is becoming an important place for businesses and brands day by day. Especially the popularity of Instagram continues to increase day by day. Both the visual aspects and the easy access of users to the information they are looking for make this platform powerful. Instagram is also a platform that constantly updates itself and develops new features, especially for businesses. It tries to bring new features that will make users more engaged, especially in terms of promotional messages and advertisements. For this reason, Instagram is one of the priority platforms for most businesses, especially B2C employees. Of course, this situation also brings competition. Businesses aim to reach their target audience by distinguishing themselves from their competitors. However, at this point, knowing the target audience is the important point. Because each user's approach to marketing, purchasing motivation, and needs are different. Therefore, the author's aim is to find out the influence of CTAs included in promotional messages used on Instagram on the consumer's purchase intention. In order to achieve the aim of the research, the current study is based on the SOR model. To evaluate the hypotheses, data was collected using the survey method. Participants were given two different promotional message examples with CTA and asked to evaluate the given situations on their own. Paired T-Test and Regression Analysis were used to examine the hypotheses using the SPSS process procedure.The findings of the survey are that CTAs used in promotional messages positively influence the user and equally positively influence their purchase intentions. As a result, it was determined that the clickability, sense of urgency and clarity factors of CTAs positively influenced the user's attitude towards promotional messages and increased their purchasing intentions. This current research provides important insight for the strategies of marketers and especially small-medium-sized companies/brands. |
