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TV Reklamlarında Tutumun Reklamın Sosyo-Ekonomik ve Tüketicilere Etkilerinin Motivasyonla İlişkisi: Üniversite Öğrencileri Üzerine Bir Uygulama

Yıl 2016, Cilt: 1 Sayı: 1, 28 - 40, 12.02.2016
https://doi.org/10.23834/isrjournal.251513

Öz

Çalışmanın amacı TV reklamlarında tutumun, reklamın
sosyo-ekonomik (ekonomik fayda, istenmeyen değer, yanıltıcılık/sahtelik) ve
tüketicilere (fiyat, materyalizm) etkilerinin üniversite öğrencilerinin
motivasyonları (güdü) üzerinde etkili olup-olmadığının araştırılmasıdır. Bu
açıdan çalışma Gümüşhane Üniversitesi’nde 215 öğrenciye anket yöntemi
kullanılarak uygulanmıştır. Anketlerden 8 tanesi eksik doldurulduğu için 207
anket değerlendirmeye alınmıştır. Değişkenlere uygulanan Yapısal Eşitlik Modeli
analizi sonuçlarına göre TV reklamlarında istenmeyen değerler (ID),
yanıltıcılık/sahtelik (YAN) ve materyalizm (MAT) ile izleyici motivasyonu (MOT)
arasında pozitif ve anlamlı ilişkiler bulunmuştur. Ayrıca çalışma sonuçlarında
fiyat (FYT) ile izleyici motivasyonu arasında negatif ve anlamlı bir ilişki
elde edilmiştir. Daha önce yapılan çalışmalar genellikle reklamın
sosyo-ekonomik ve tüketicilere etkilerinin tutumlar üzerindeki yansımaları ayrı
ayrı araştırılmıştır. Çalışmada daha önce yapılan çalışmalardan farklı olarak
bu değişkenlerin tamamını bir bütün olarak incelenmiş ve izleyicilerin
(üniversite öğrencilerinin) motivasyonları üzerindeki yansımaları
değerlendirmeye alınarak literatüre katkıda bulunulmaya çalışılmıştır.

Kaynakça

  • AHN, D. - Y. CHEONG - K. KIM (2013), .’’Exploring the Influence of Television Sport on Consumers Attitudes Towards Programme-embedded Advertisinp Using Motivational Responses Generated by the Game’’, International Journal of Sports Marketing & Sponsorship, 14 (4), pp. 326-342.
  • AMEMIYA, Takeshi (1973), ‘‘Regression Analysis When The Dependent Variable is Truncated Normal’’, Econometrica, 41 (6), pp. 997-1016.
  • ANDREWS, J. Craig (1989), ‘‘The Dimensionality of Beliefs Toward Advertising in General’’, Journal of Advertising, 18 (1), pp. 26-35.
  • ANTIOCO, M., D. SMEESTERS - A.L. BOEDEC (2012), ‘‘Take Your Pick: Kate Moss or the Girl Next Door? The Effectiveness of Cosmetics Advertising’’, Journal of Advertising Research, 52 (1), pp. 15-30.
  • BARNES, James H. - Michael J. DOTSON (1990), ‘‘An Exploratory Investigation into the Nature of Offensive Television Advertising’’, Journal of Advertising, 19 (3), pp. 61-69.
  • BATRA, Rajeev - Michael L. RAY (1986), ‘‘Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability and Opportunity to Respond’’, Journal of Consumer Research, 12 (4), pp. 432-445.
  • BURNKRANT, Robert E. (1976), ‘‘A Motivational Model of Information Processing Intensity’’, Journal of Consumer Research, 3 (1), pp. 21-30.
  • BURROUGHS, J.E. - L.N. CHAPLIN - M.N., PANDELAERE - N.ORDABAYEVU - A. GUNZ - L. DINAUER (2013), ‘‘Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society’’, Journal of Public and Marketing, 32 (1), pp. 18-31.
  • CHANDY, R.K. - G.J. TELLIS - D.J. MACINNIS – P. THAIVANICH (2001), ‘‘What to Say When: Advertising Appeals in Evolving Markets’’, Journal of Marketing Research, 38, pp.399-414.
  • CHRISTIAN, D. – L. ZDENEK – V. LUCIE (2014), ‘‘Attitude toward Advertising in General and Attitude toward A Specific Type of Advertising – A First Empirical Approach’’, Journal of Competitiveness, 6 (1), pp. 87-103.
  • DURVASULA, S. – J.C. ANDREWS – S. LYSONSKI R.G. NETEMEYER (1993), ‘‘Assessing the Cross-mational Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising in General’’, Journal of Consumer Research, 19, pp. 626-636.
  • DUTTA-BERGMAN, Mohan J. (2006), ‘‘The Demographic and Psychographic Antecedents of Attitude toward Advertising’’, Journal of Advertising Research, 46 (1), pp. 102-112.
  • BROWN, George H. (1950), ‘‘Measuring Consumer Attitudes Toward Products’’, Journal of Marketing, 14 (5), pp. 691-698.
  • DAHLEN, M. - S. ROSENGREN – E. SMIT (2014), ‘‘Why the Marketer’s View Matters As Much as the Message: Speaking Down to the Consumer Speaks Badly to a Brand’s Image’’, Journal of Advertising Research, 54 (3), pp. 304-312.
  • DURVASULA, S. - S.C. MEHTA – J.C. ANDREWS – S. LYSONSKI (1997), ‘‘Advertising Beliefs and Attitudes: Are Students and General Consumers Indeed Different?’’, Journal of Asian Business, 13 (1), pp. 71-84.
  • EWING, Michael T. (2013), ‘‘The Good News About Television: Attitudes aren’t Getting Worse: Tracking Public Attitudes toward TV Advertising’’, Journal of Advertising Research, 53 (1), pp. 83-89.
  • GOODSTEIN, Ronald C. (1993), ‘‘Category-based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing’’, Journal of Consumer Research, 20 (1), pp. 87-99.
  • GREEN, P.E. - D. CARROLL – W.S. DESARBO (1978), ‘‘A New Measure of Predictor Variable Importance in Multiple Regression’’, Journal of Marketing Research, 15 (3), pp. 356-360.
  • GUO, Guoqing - S.L. CHEUNG – FANNY - W.F. LEUNG (2012), ‘‘Cross-Cultural Differences in Attitude towards TV Advertising among Beijing, Hong Kong and Warwick Viwers’’, International Journal of Integrated Marketing Communications, 4 (1), pp. 43-60.
  • HEATH, R.G. - A.C. NAIRN - P.A. BOTTOMLEY (2009), ‘‘How Effective is Creativity? Emotive Content in TV Advertising does not İncrease Attention’’, Journal of Advertising Research, 49 (4), pp. 450-463.
  • HITE, Robert E. - Cynthia FRASER (1988), ‘‘Meta-Analyses of Attitudes Toward Advertising by Professionals’’, Journal of Marketing, 52 (3), pp. 95-103.
  • İLHAN, Mustafa – Bayram ÇETİN (2014), ‘‘Comparing The Analysis Result of The Structural Equation Models (SEM) Conducted Using LISREL and AMOS’’, Journal of Measurement and Evaluation in Education and Psychology, 5 (2), pp. 26-42.
  • KHATTAK, J. – A. KHAN (2009), ‘‘Understanding Female College Students’ Mind-set Towards Television Advertising in Pakistan’’, Contemporary Issues, 2 (1), pp. 17.
  • LATOUR, K.A. – M.S. LATOUR (2009) ‘‘Positive Mood and Susceptibility to False Advertising’’, Journal of Advertising, 38 (3), pp. 127-142.
  • MACLNNIS, D.J. – C. MOORMAN – B.J. JAWORSKI (1991), ‘‘Enhancing and Measuring Consumers Motivation, Opportunity and Ability to Process Brand Information From Ads’’, Journal of Marketing, 55 (4), pp. 32-53.
  • MAHMOUD, A. Bassam (2013), ‘‘Syrian Consumers: Beliefs, Attitudes and Behavioral Responses to Internet Advertising’’, Business: Theory and Practice, 14 (4), pp. 297-307.
  • MEHTA, Abhilasha (2000), ‘‘Advertising Attitudes and Advertising Effectiveness’’ Journal of Advertising Research, 40 (3), pp. 67-72.
  • MILLAN, E.S. – B. MITTAL (2010) ‘‘Advertising’s New Audiences’’, Journal of Advertising, 39 (3), pp. 81-98.
  • MOSCHIS, G.P. - G.A. CHURCHILL (1978), ‘‘Consumer Socialization: A Theoretical and Emprical Analysis’’, Journal of Marketing Research, 15 (4), pp. 599-609.
  • MOSCHIS, G.P. - R.Y. MOORE (1982), ‘‘A Longitudinal Study of Television Advertising Effects’’, Journal of Consumer Research, 9 (3), pp. 279-286.
  • MOORMAN, Marjolein, Peter C. NEIJENS - Edith G. SMITH (2002), ‘‘The Effects of Magazine-Induced Psychological Responses and Thematic Congruence on Memory and Attitude Toward the Ad in a Real-Life Setting’’, Journal of Advertising, 31 (4), pp. 27-40.
  • MUEHLING, Darrel D. (1987), ‘‘An Investigation of Factors Underlyıng Attitude-Toward-Advertising-in-General’’, Journal of Advertising, 16 (1), pp. 32-40.
  • OSMONBEKOV, T. - B.T. GREGORY – F.T. XIE (2009), ‘‘How Consumer Expertise Moderates the Relationship Between Materialism and Attitude Toward Advertising’’, Journal of Targeting, Measurement and Analysis for Marketing, 17 (4), pp. 321-327.
  • SHAH, M. Hussain - Xianhong CHEN (2010), ‘‘Advertising Wounds, Public Relations Cure: Corporate Social Responsibility perspective in China’’, International Journal of Business and Social Science, 1 (2), pp. 137-151.
  • SHAO, Yun (2014), ‘‘Chise Advertising Practitioners Conceptulisation of Gender Representation’’, International Journal of Advertising, 33 (2), pp. 329-350.
  • SİRGY, M. Joseph (1998), ‘‘Matherialism and Quality of life’’, Social Indicators Research, 43 (3), pp. 227-260.
  • RYAN, Lisa - Suzanne DZIURAWIEC (2001), ‘‘Materialism and its Relationship to Life Satisfaction’’, Social Indicators Research, 55 (2), pp. 185-197.
  • SHAVITT, S. – P. LOWREY – J. HAEFNER (1998), ‘‘Public Attitudes Toward Advertising: More Favorable Than You Might Think’’, Journal of Advertising Research, 38 (4), pp. 7-22.
  • SIDDARTH, S. – Amitava CHATTOPADHYAY (1998), ‘‘To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials’’, Marketing Science, 17 (2), pp. 124-138.
  • SNYDER, Wally (2011), ‘‘Making the Case for Enhanced Advertising Ethics: How a New Way of Thingking About Advertising Ethics May Build Consumer Trurst’’, Journal of Advertising Research, 51 (3), pp. 477-483.
  • SOHAIL, M. S. – A.M. AL-GWAIZ (2013), ‘‘Determinants of Advertising Attitude: The Influence of Cultural and Environmental Context’’, International Journal of Academic Research, 5 (4), pp. 7-13.
  • TAN, Soo J. - Lily CHIA (2007), ‘‘Are We Measuring the Same Attitude? Understanding Media Effects on Attitude Towards Advertising’’, Marketing Theory, 7 (4), pp. 353-377.
  • THOMAS, V.L. – K. FOWLER – P. GRIMM (2013), ‘‘Conceptualization and Exploration of Attitude Toward Advertising Disclosures and Its Impact on Perceptions of Manipulative Intent’’, The Journal of Consumer Affairs, 47 (3), pp. 564-587.
  • WAHID, N. Abdul – Methaq AHMED (2011), ‘‘The Effect of Attitude toward Advertisement on Yemeni Female Consumers Attitude toward Brand and Purchase Intention’’, Global Business and Management Research: An International Journal, 3 (1), pp. 21-29.
  • WANG, V.L. - K.W. CRUTHIRDS - Y.J. WANG - J. WEI (2014), ‘‘Encuturated’ Pleasure: A Study in Multicultural Engagement: How do Mexican and U.S. Consumers Respond to Humorous Advertising Differently?’’, Journal of Advetising Research, 54 (3), pp. 320-331.
  • WOLD, S. – M. SJÖSTRÖM – L. ERIKSSON (2001), ‘‘PLS-Regression: A Basic Tool of Chemometrics’’, Chemometrics and Intelligent Laboratory Systems, 58 (2), pp. 109-130.
  • WOLIN, L.D. – P. KORGAONKAR – D. LUND (2002), ‘‘Beliefs, Attitudes and Behaviour Towards Web Advertising’’, International Journal of Advertising, 21, pp. 87-113.
  • WOLIN, Lori D. (2003), ‘‘Gender Issues in Advertising-An Oversight Synthesis of Research: 1970-2002’’, Journal of Advertising, 43 (1), pp.111-129.
  • YILDIZ, Salih – İbrahim DURMUŞ (2015), ‘‘TV Reklamlarının Kişisel Kullanımının Tutum ve Satın Alma Kararları Üzerine Etkileri: Üniversite Öğrencileri Üzerine Bir Uygulama’’, GÜSBEED, 6 (13), pp. 238-252.
  • ZHOU, Dongsheng – Z. WEIJIONG – V. ILAN (2002), ‘‘Advertising Trends in Urban China’’, Journal of Advertising Research, 42 (3), pp. 73-81.

The Socio-Economic Effects of TV Advertisement on Attitudes and Motivation of Consumers: an Application on University Students

Yıl 2016, Cilt: 1 Sayı: 1, 28 - 40, 12.02.2016
https://doi.org/10.23834/isrjournal.251513

Öz

The attitude of the purpose of TV ads work, advertising
socio-economic (economic benefits, unwanted value, deceptive / falsehood) and
consumers (price, materialism) the effects of university student motivation
(incentive) is effective on the investigate whether it is available. From this
point of Gumushane University study, 215 students were administered
questionnaires. The survey of 207 questionnaires were filled out evaluation
fort the 8 are missing. According to the results of the structural equation
modeling analysis applied to variable undesirable values (ID) of TV
commercials, deceptive / falsity (YAN) and materialism (MAT) the audience motivation
(MOT) it was found between positive and meaningful relationships. In addition,
the study result in price (FYT) and found to be negative and significant
relationship between motivation audience. Earlier studies generally advertising
and reflections on the socio-economic impact on the attitudes of consumers have
been investigated separately. Unlike earlier studies, all of these variables
were examined in the study as a whole and the audience (college students) have
tried to the literature on contribute to the evaluation and reflection on
motivation.

Kaynakça

  • AHN, D. - Y. CHEONG - K. KIM (2013), .’’Exploring the Influence of Television Sport on Consumers Attitudes Towards Programme-embedded Advertisinp Using Motivational Responses Generated by the Game’’, International Journal of Sports Marketing & Sponsorship, 14 (4), pp. 326-342.
  • AMEMIYA, Takeshi (1973), ‘‘Regression Analysis When The Dependent Variable is Truncated Normal’’, Econometrica, 41 (6), pp. 997-1016.
  • ANDREWS, J. Craig (1989), ‘‘The Dimensionality of Beliefs Toward Advertising in General’’, Journal of Advertising, 18 (1), pp. 26-35.
  • ANTIOCO, M., D. SMEESTERS - A.L. BOEDEC (2012), ‘‘Take Your Pick: Kate Moss or the Girl Next Door? The Effectiveness of Cosmetics Advertising’’, Journal of Advertising Research, 52 (1), pp. 15-30.
  • BARNES, James H. - Michael J. DOTSON (1990), ‘‘An Exploratory Investigation into the Nature of Offensive Television Advertising’’, Journal of Advertising, 19 (3), pp. 61-69.
  • BATRA, Rajeev - Michael L. RAY (1986), ‘‘Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability and Opportunity to Respond’’, Journal of Consumer Research, 12 (4), pp. 432-445.
  • BURNKRANT, Robert E. (1976), ‘‘A Motivational Model of Information Processing Intensity’’, Journal of Consumer Research, 3 (1), pp. 21-30.
  • BURROUGHS, J.E. - L.N. CHAPLIN - M.N., PANDELAERE - N.ORDABAYEVU - A. GUNZ - L. DINAUER (2013), ‘‘Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society’’, Journal of Public and Marketing, 32 (1), pp. 18-31.
  • CHANDY, R.K. - G.J. TELLIS - D.J. MACINNIS – P. THAIVANICH (2001), ‘‘What to Say When: Advertising Appeals in Evolving Markets’’, Journal of Marketing Research, 38, pp.399-414.
  • CHRISTIAN, D. – L. ZDENEK – V. LUCIE (2014), ‘‘Attitude toward Advertising in General and Attitude toward A Specific Type of Advertising – A First Empirical Approach’’, Journal of Competitiveness, 6 (1), pp. 87-103.
  • DURVASULA, S. – J.C. ANDREWS – S. LYSONSKI R.G. NETEMEYER (1993), ‘‘Assessing the Cross-mational Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising in General’’, Journal of Consumer Research, 19, pp. 626-636.
  • DUTTA-BERGMAN, Mohan J. (2006), ‘‘The Demographic and Psychographic Antecedents of Attitude toward Advertising’’, Journal of Advertising Research, 46 (1), pp. 102-112.
  • BROWN, George H. (1950), ‘‘Measuring Consumer Attitudes Toward Products’’, Journal of Marketing, 14 (5), pp. 691-698.
  • DAHLEN, M. - S. ROSENGREN – E. SMIT (2014), ‘‘Why the Marketer’s View Matters As Much as the Message: Speaking Down to the Consumer Speaks Badly to a Brand’s Image’’, Journal of Advertising Research, 54 (3), pp. 304-312.
  • DURVASULA, S. - S.C. MEHTA – J.C. ANDREWS – S. LYSONSKI (1997), ‘‘Advertising Beliefs and Attitudes: Are Students and General Consumers Indeed Different?’’, Journal of Asian Business, 13 (1), pp. 71-84.
  • EWING, Michael T. (2013), ‘‘The Good News About Television: Attitudes aren’t Getting Worse: Tracking Public Attitudes toward TV Advertising’’, Journal of Advertising Research, 53 (1), pp. 83-89.
  • GOODSTEIN, Ronald C. (1993), ‘‘Category-based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing’’, Journal of Consumer Research, 20 (1), pp. 87-99.
  • GREEN, P.E. - D. CARROLL – W.S. DESARBO (1978), ‘‘A New Measure of Predictor Variable Importance in Multiple Regression’’, Journal of Marketing Research, 15 (3), pp. 356-360.
  • GUO, Guoqing - S.L. CHEUNG – FANNY - W.F. LEUNG (2012), ‘‘Cross-Cultural Differences in Attitude towards TV Advertising among Beijing, Hong Kong and Warwick Viwers’’, International Journal of Integrated Marketing Communications, 4 (1), pp. 43-60.
  • HEATH, R.G. - A.C. NAIRN - P.A. BOTTOMLEY (2009), ‘‘How Effective is Creativity? Emotive Content in TV Advertising does not İncrease Attention’’, Journal of Advertising Research, 49 (4), pp. 450-463.
  • HITE, Robert E. - Cynthia FRASER (1988), ‘‘Meta-Analyses of Attitudes Toward Advertising by Professionals’’, Journal of Marketing, 52 (3), pp. 95-103.
  • İLHAN, Mustafa – Bayram ÇETİN (2014), ‘‘Comparing The Analysis Result of The Structural Equation Models (SEM) Conducted Using LISREL and AMOS’’, Journal of Measurement and Evaluation in Education and Psychology, 5 (2), pp. 26-42.
  • KHATTAK, J. – A. KHAN (2009), ‘‘Understanding Female College Students’ Mind-set Towards Television Advertising in Pakistan’’, Contemporary Issues, 2 (1), pp. 17.
  • LATOUR, K.A. – M.S. LATOUR (2009) ‘‘Positive Mood and Susceptibility to False Advertising’’, Journal of Advertising, 38 (3), pp. 127-142.
  • MACLNNIS, D.J. – C. MOORMAN – B.J. JAWORSKI (1991), ‘‘Enhancing and Measuring Consumers Motivation, Opportunity and Ability to Process Brand Information From Ads’’, Journal of Marketing, 55 (4), pp. 32-53.
  • MAHMOUD, A. Bassam (2013), ‘‘Syrian Consumers: Beliefs, Attitudes and Behavioral Responses to Internet Advertising’’, Business: Theory and Practice, 14 (4), pp. 297-307.
  • MEHTA, Abhilasha (2000), ‘‘Advertising Attitudes and Advertising Effectiveness’’ Journal of Advertising Research, 40 (3), pp. 67-72.
  • MILLAN, E.S. – B. MITTAL (2010) ‘‘Advertising’s New Audiences’’, Journal of Advertising, 39 (3), pp. 81-98.
  • MOSCHIS, G.P. - G.A. CHURCHILL (1978), ‘‘Consumer Socialization: A Theoretical and Emprical Analysis’’, Journal of Marketing Research, 15 (4), pp. 599-609.
  • MOSCHIS, G.P. - R.Y. MOORE (1982), ‘‘A Longitudinal Study of Television Advertising Effects’’, Journal of Consumer Research, 9 (3), pp. 279-286.
  • MOORMAN, Marjolein, Peter C. NEIJENS - Edith G. SMITH (2002), ‘‘The Effects of Magazine-Induced Psychological Responses and Thematic Congruence on Memory and Attitude Toward the Ad in a Real-Life Setting’’, Journal of Advertising, 31 (4), pp. 27-40.
  • MUEHLING, Darrel D. (1987), ‘‘An Investigation of Factors Underlyıng Attitude-Toward-Advertising-in-General’’, Journal of Advertising, 16 (1), pp. 32-40.
  • OSMONBEKOV, T. - B.T. GREGORY – F.T. XIE (2009), ‘‘How Consumer Expertise Moderates the Relationship Between Materialism and Attitude Toward Advertising’’, Journal of Targeting, Measurement and Analysis for Marketing, 17 (4), pp. 321-327.
  • SHAH, M. Hussain - Xianhong CHEN (2010), ‘‘Advertising Wounds, Public Relations Cure: Corporate Social Responsibility perspective in China’’, International Journal of Business and Social Science, 1 (2), pp. 137-151.
  • SHAO, Yun (2014), ‘‘Chise Advertising Practitioners Conceptulisation of Gender Representation’’, International Journal of Advertising, 33 (2), pp. 329-350.
  • SİRGY, M. Joseph (1998), ‘‘Matherialism and Quality of life’’, Social Indicators Research, 43 (3), pp. 227-260.
  • RYAN, Lisa - Suzanne DZIURAWIEC (2001), ‘‘Materialism and its Relationship to Life Satisfaction’’, Social Indicators Research, 55 (2), pp. 185-197.
  • SHAVITT, S. – P. LOWREY – J. HAEFNER (1998), ‘‘Public Attitudes Toward Advertising: More Favorable Than You Might Think’’, Journal of Advertising Research, 38 (4), pp. 7-22.
  • SIDDARTH, S. – Amitava CHATTOPADHYAY (1998), ‘‘To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials’’, Marketing Science, 17 (2), pp. 124-138.
  • SNYDER, Wally (2011), ‘‘Making the Case for Enhanced Advertising Ethics: How a New Way of Thingking About Advertising Ethics May Build Consumer Trurst’’, Journal of Advertising Research, 51 (3), pp. 477-483.
  • SOHAIL, M. S. – A.M. AL-GWAIZ (2013), ‘‘Determinants of Advertising Attitude: The Influence of Cultural and Environmental Context’’, International Journal of Academic Research, 5 (4), pp. 7-13.
  • TAN, Soo J. - Lily CHIA (2007), ‘‘Are We Measuring the Same Attitude? Understanding Media Effects on Attitude Towards Advertising’’, Marketing Theory, 7 (4), pp. 353-377.
  • THOMAS, V.L. – K. FOWLER – P. GRIMM (2013), ‘‘Conceptualization and Exploration of Attitude Toward Advertising Disclosures and Its Impact on Perceptions of Manipulative Intent’’, The Journal of Consumer Affairs, 47 (3), pp. 564-587.
  • WAHID, N. Abdul – Methaq AHMED (2011), ‘‘The Effect of Attitude toward Advertisement on Yemeni Female Consumers Attitude toward Brand and Purchase Intention’’, Global Business and Management Research: An International Journal, 3 (1), pp. 21-29.
  • WANG, V.L. - K.W. CRUTHIRDS - Y.J. WANG - J. WEI (2014), ‘‘Encuturated’ Pleasure: A Study in Multicultural Engagement: How do Mexican and U.S. Consumers Respond to Humorous Advertising Differently?’’, Journal of Advetising Research, 54 (3), pp. 320-331.
  • WOLD, S. – M. SJÖSTRÖM – L. ERIKSSON (2001), ‘‘PLS-Regression: A Basic Tool of Chemometrics’’, Chemometrics and Intelligent Laboratory Systems, 58 (2), pp. 109-130.
  • WOLIN, L.D. – P. KORGAONKAR – D. LUND (2002), ‘‘Beliefs, Attitudes and Behaviour Towards Web Advertising’’, International Journal of Advertising, 21, pp. 87-113.
  • WOLIN, Lori D. (2003), ‘‘Gender Issues in Advertising-An Oversight Synthesis of Research: 1970-2002’’, Journal of Advertising, 43 (1), pp.111-129.
  • YILDIZ, Salih – İbrahim DURMUŞ (2015), ‘‘TV Reklamlarının Kişisel Kullanımının Tutum ve Satın Alma Kararları Üzerine Etkileri: Üniversite Öğrencileri Üzerine Bir Uygulama’’, GÜSBEED, 6 (13), pp. 238-252.
  • ZHOU, Dongsheng – Z. WEIJIONG – V. ILAN (2002), ‘‘Advertising Trends in Urban China’’, Journal of Advertising Research, 42 (3), pp. 73-81.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

İbrahim Durmuş

Yayımlanma Tarihi 12 Şubat 2016
Gönderilme Tarihi 23 Ocak 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 1 Sayı: 1

Kaynak Göster

APA Durmuş, İ. (2016). TV Reklamlarında Tutumun Reklamın Sosyo-Ekonomik ve Tüketicilere Etkilerinin Motivasyonla İlişkisi: Üniversite Öğrencileri Üzerine Bir Uygulama. The Journal of International Scientific Researches, 1(1), 28-40. https://doi.org/10.23834/isrjournal.251513