TY - JOUR TT - The Effects of Promotion Activities of Multinational Firms and Mass Media on Global Consumer Culture AU - Ural, Tülin PY - 2008 DA - September JF - Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi PB - Hacettepe University WT - DergiPark SN - 1301-8752 SP - 257 EP - 274 VL - 26 IS - 2 KW - Küresel tüketici kültürü KW - tutundurma KW - kitle iletişim araçları N2 -  Thisstudy aims to explain the effect of promotion activities of multinational firmsand mass media on global consumer culture. Globalization has changed theconsumer buying behaviors and characteristics of consumer markets. Globalconsumer culture is defined as cultural entity not associated with a singlecountry, but rather a larger group recognized as international. According tothe findings of this empirical study conducted on university students is foundthat global consumer culture is shaped by the promotion activities ofmultinational firms and global mass media. 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UR - https://dergipark.org.tr/en/pub/huniibf/issue//315917 L1 - https://dergipark.org.tr/en/download/article-file/306573 ER -