This study examines the adoption process and sectoral dynamics of digital advertisements in Turkey within the framework of the Technology Acceptance Model (TAM), focusing on perceived ease of use (PEOU) and perceived usefulness (PU). Covering the period between 2018 and 2023, the research evaluates the factors influencing the adoption of digital advertisements in sectors such as e-commerce, retail, finance, healthcare, and education. The findings indicate that the development of digital infrastructure is directly related to facilitating conditions, and users’ perceived benefits of digital advertising platforms have increased over time. The widespread use of social media advertisements and the production of personalized content have resulted in higher returns on investment (ROI), particularly in the e-commerce and retail sectors. In contrast, the effectiveness of traditional media channels has gradually declined, and digital advertising investments have gained a larger share in total media expenditures. The adoption of digital advertisements varies across sectors, with factors such as ease of use, performance perception, and social influence playing a critical role. This study highlights the importance of considering sectoral dynamics when developing digital advertising strategies.
Mehmet Yakın (Wed,) studied this question.