Cilt 4 Sayı 1 (2016): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

MATERYALİZM, ÖZ-BENZEŞİM VE BİREYSELCİLİĞİN KİŞİSELLEŞTİRİLMİŞ REKLAM KAMPANYALARINA YÖNELİK TUTUMLAR VE BU KAMPANYALARI SOSYAL AĞLARDA PAYLAŞMA NİYETİ ÜZERİNDEKİ ETKİLERİ

Behçet Yalın Özkara
Eskişehir Osmangazi Üniversitesi, İİBF, İşletme Bölümü

Yayınlanmış 2016-04-17

Anahtar Kelimeler

  • Kişiselleştirilmiş Reklam Kampanyası,
  • Sosyal Ağ Siteleri,
  • Paylaşım Niyeti

Nasıl Atıf Yapılır

Cengiz, H., & Özkara, B. Y. (2016). MATERYALİZM, ÖZ-BENZEŞİM VE BİREYSELCİLİĞİN KİŞİSELLEŞTİRİLMİŞ REKLAM KAMPANYALARINA YÖNELİK TUTUMLAR VE BU KAMPANYALARI SOSYAL AĞLARDA PAYLAŞMA NİYETİ ÜZERİNDEKİ ETKİLERİ. Business & Management Studies: An International Journal, 4(1), 24–47. https://doi.org/10.15295/bmij.v4i1.131

Özet

Bu çalışmanın amacı tüketicilerin materyalizm, bireyselcilik ve öz-benzeşim düzeylerinin kişiselleştirilmiş reklam kampanyalarına yönelik tutumları ve bu tür kampanyaları sosyal ağlarda paylaşma niyetleri üzerindeki etkilerini incelemektir. Bu amaçla, verilerin toplanmasında kolayda örnekleme yöntemi benimsenmiş, sosyal medya üzerinden kullanıcılar çalışmaya davet edilmiş ve bu daveti ağlarındaki diğer kişilerle paylaşmaları istenmiştir.  Çalışma kapsamında elde edilen 144 veri, Smart PLS paket programı aracılığıyla analiz edilmiştir. Araştırma sonuçları tüketicilerin markaya yönelik öz benzeşim düzeylerinin ilgili markanın kişiselleştirilmiş reklam kampanyalarına yönelik tutum ve ilgili reklam kampanyasını sosyal ağlarda paylaşma niyeti üzerinde olumlu yönde anlamlı etkileri olduğuna işaret etmektedir. Ayrıca elde edilen bulgular, tüketicilerin materyalizm düzeyleri ve kampanyaya yönelik tutumlarının ilgili kampanyayı sosyal ağlarda paylaşma niyeti üzerinde olumlu yönde anlamlı etkileri olduğunu göstermektedir.

İndirmeler

İndirme verileri henüz mevcut değil.

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