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    MEDIATING ROLE OF CONSUMERS' ATTITUDES TOWARDS CONTENT MARKETING PRACTICES ON THE RELATIONSHIP BETWEEN THE PERCEIVED UTILITIES AND THE CONTENT SHARING BEHAVIORS
    (PressAcademia, 2020) Inal, Mert; Okutan, Semih; Bas, Yeliz
    Purpose- The aim of this research is to examine the mediating role of consumers' attitudes towards content marketing practices on the relationship between perceived utilities from these practices and content sharing behaviors. The secondary aim of the research is to expose the direct and indirect effects of the utilities perceived by social media users from the content marketing practices on their attitudes towards these contents and content sharing behaviors. Methodology - The research included 529 respondents who have an account on any social media network. The data were collected by applying the online survey tool to those respondents selected using the convenience sampling method. The data obtained was tested with a PLS-SEM equality analysis using the Smart PLS 3.2.9 program Findings- Based on the results of the analysis, it is seen that while both perceived economic utility and the perceived entertainment utility have direct effects on the attitude and the behavior, trust utility and the informative utility have direct affects only on attitude. However, it is seen that all utility variables have indirect effects on the behavior variable through the attitude variable Conclusion- It was concluded that the attitude towards content marketing has a mediating effect on the relationship between perceived utilities of content marketing practices and content sharing behavior.