Skepticism Towards Videos Shared On Social Media

Year 2018, , 257 - 269, 01.11.2018

Mehmet Özer Demir

https://doi.org/10.31123/akil.454295

Abstract

Internet usage resulted in alternative communication
channels, and it did not take too much for the advertisers to use social media
as an advertisement medium. It is a well-known fact that consumers do not
believe in advertisements shown on TV, advertising claims are found to be
exaggerated if not considered as misleading, untruthful or lie. However, we
need advertisement in order to increase marketing efficiency. Although the study
researches the scepticism levels of consumers towards the videos shared on
social media in general, it is important to determine whether consumers believe
in videos shared on social media or they are sceptical about them if social
media is planned to be used as an advertisement medium. If which consumers are sceptical
towards videos shared on social media can be understood, advertisers and
marketers may develop alternative strategies to increase marketing
communication efficiency. The study operationalized and adopted version of scepticism
towards advertisements on TV scale, data is collected with online
questionnaire. The study tests a consumer scepticism towards videos on social
media scale for reliability and validity. The results suggest that Turkish
consumers are sceptical towards videos shared on social media. The results of
the study can be used for marketers, advertiser as well as political issues.

Keywords

Scepticism, Social Media, Videos

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