The Effect of Social Media Advertising on the Intention to Purchase Counterfeit Products: An Investigation in Terms of Mediating and Moderating Variables

Authors : Murat Kurnuç

Pages : 149-161

Doi:10.16951/trendbusecon.1723293

View : 148 | Download : 331

Publication Date : 2026-01-01

Article Type : Research Paper

Abstract :With the rapid development of digital technologies and their important place in people\\\'s lives, social media has become the channel through which businesses can communicate most effectively with consumers. Especially social media advertising has greatly increased the power of brands to influence consumer behavior. Therefore, especially in recent years, social media advertising has attracted a great deal of attention from both businesses and marketing researchers. However, social media has become a medium where not only legitimate and original products but also counterfeit products can easily meet consumers. Therefore, it poses a risk for original brands. This study aims to examine the effect of social media advertisements on the intention to purchase counterfeit products in terms of social media usage intensity (mediator) and demographic variables (moderator). For this purpose, data were collected from 229 consumers using social media through a questionnaire. The collected data were analyzed through SPSS and AMOS programs. It was found that social media advertisements have an effect on the intention to purchase counterfeit products, social media usage intensity has a mediating effect on the effect of social media advertisements on the intention to purchase counterfeit products, and demographic variables have a partial moderating effect.
Keywords : Sosyal Medya Reklamları, Taklit Ürün, Demografik Özellikler

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