  The aim of this paper is to examine how consumer perceptions of social media
advertisements affect advertising value and brand awareness. With a rapid
increase in the number of social media users over the last ten years, a new
advertising domain has become available for companies. Brands that manage
social media well in their advertising strategies can quickly influence
consumer decision-making and create awareness. However, in social media
advertising, which is different from traditional advertising, creating content
should be produced and this content should be perceived in a short time by
consumers. To achieve this, it is necessary to build rapport with consumers and
to present correctly what they wish to see in advertisements by creating
awareness. In view of the increasing importance of social media advertising,
the study examines how consumer perceptions of Instagram advertisements affect
advertising value and brand awareness. This study was conducted with Generation
Y consumers on the basis of their Instagram habits, a popular social media app.
For this purpose, surveys were held with 665 participants who use Instagram.
The collected data were analyzed using structural equation modeling. According
to the analysis results, Y generations perceptions of Instagram advertisements
have both a positive and negative impact on advertising value and brand
awareness and brand associations.
