Behçet Yalın Özkara
Eskişehir Osmangazi Üniversitesi, İİBF, İşletme Bölümü

Published 2016-04-17

How to Cite

Cengiz, H., & Özkara, B. Y. (2016). THE EFFECTS OF MATERIALISM, SELF-CONGRUITY, INDIVIDUALISM ON ATTITUDE TOWARD AND INTENTION TO SHARE PERSONALIZED ADVERTISEMENT ON SOCIAL NETWORK SITES. Business & Management Studies: An International Journal, 4(1), 24–47. https://doi.org/10.15295/bmij.v4i1.131


The main purpose of this study is to investigate the effects of materialism, individualism and self-congruity on the consumers’ intention to share personalized advertisements on social network sites (SNS) and attitude toward such advertisements. For this purpose, using a snowball sampling technique, social media users were invited to participate the study and encouraged to forward the invitation to others. The obtained data from 144 social media users were used to estimate the structural equation model, using partial least squares through SmartPLS 2.0. The results indicate that self-congruity significantly and positively affects attitude toward personalized advertisement and intention to share
those advertisements on SNS. In addition, findings show that materialism and attitude toward such advertisements have a positive and significant effects on intention to share.


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