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Skepticism Towards Videos Shared On Social Media

Year 2018, Issue: 29. Özel Sayısı, 257 - 269, 01.11.2018
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.




References

  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271.
  • Bir, A. A., Süher, H. K., & Şener, G. (2015). An Assesment of Public Attitudes Toward Advertising-in-General in Turkey. Anadolu University Journal of Social Sciences, 15(1).
  • Borgo, A. J. (2005). What should we do with skepticism? The word skeptic has negative connotations: naysayer, refuter, debunker, spoilsport.... So why do we stubbornly continue to call ourselves skeptics? There are good reasons for avoiding this label, 51.
  • Chen, F.-P., & Leu, J.-D. (2011). Product involvement in the link between skepticism toward advertising and its effects. Social Behavior and Personality: an international journal, 39(2), 153-159.
  • Deneçli, C. (2015). The Relationship Between Scepticism Towards Advertising And The Five-Factor Personality Traits. Marmara University Journal of Economic & Administrative Sciences, 37(2).
  • do Paço, A. M. F., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of advertising, 41(4), 147-155.
  • Ergeç, N. E. (2009). Reklama Şüpheci Yaklaşimin incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2).
  • Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
  • Ford, G. T., Smith, D. B., & Swasy, J. L. (1990). Consumer skepticism of advertising claims: Testing hypotheses from economics of information. Journal of consumer research, 16(4), 433-441.
  • Hardesty, D. M., Carlson, J. P., & Bearden, W. (2002). Brand familiarity and invoice price effects on consumer evaluations: the moderating role of skepticism toward advertising. Journal of advertising, 31(2), 1-15.
  • Khang, H., Ki, E.-J., & Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279-298.
  • Matthes, J., & Wonneberger, A. (2014). The skeptical green consumer revisited: Testing the relationship between green consumerism and skepticism toward advertising. Journal of advertising, 43(2), 115-127.
  • Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
  • Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186.
  • Obermiller, C., & Spangenberg, E. R. (2000). On the origin and distinctness of skepticism toward advertising. Marketing Letters, 11(4), 311-322.
  • Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and future directions. International marketing review, 30(1), 56-71.
  • Shin, W. (2010). Consumer socialization online: Antecedents and consequences of children's skepticism toward online advertising. Paper presented at the American Academy of Advertising. Conference. Proceedings (Online).
  • Şahin, Ş., Yönet, Ö., & Suher, H. K. (2016). Reklama Yönelİk Şüphecİlİk: Anne-Baba Ve Çocuklari Arasindakİ Farklar Üzerİne Bİr İnceleme. Ekurgu, 24(2), 55-73.
Year 2018, Issue: 29. Özel Sayısı, 257 - 269, 01.11.2018
https://doi.org/10.31123/akil.454295

Abstract

References

  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271.
  • Bir, A. A., Süher, H. K., & Şener, G. (2015). An Assesment of Public Attitudes Toward Advertising-in-General in Turkey. Anadolu University Journal of Social Sciences, 15(1).
  • Borgo, A. J. (2005). What should we do with skepticism? The word skeptic has negative connotations: naysayer, refuter, debunker, spoilsport.... So why do we stubbornly continue to call ourselves skeptics? There are good reasons for avoiding this label, 51.
  • Chen, F.-P., & Leu, J.-D. (2011). Product involvement in the link between skepticism toward advertising and its effects. Social Behavior and Personality: an international journal, 39(2), 153-159.
  • Deneçli, C. (2015). The Relationship Between Scepticism Towards Advertising And The Five-Factor Personality Traits. Marmara University Journal of Economic & Administrative Sciences, 37(2).
  • do Paço, A. M. F., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of advertising, 41(4), 147-155.
  • Ergeç, N. E. (2009). Reklama Şüpheci Yaklaşimin incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2).
  • Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
  • Ford, G. T., Smith, D. B., & Swasy, J. L. (1990). Consumer skepticism of advertising claims: Testing hypotheses from economics of information. Journal of consumer research, 16(4), 433-441.
  • Hardesty, D. M., Carlson, J. P., & Bearden, W. (2002). Brand familiarity and invoice price effects on consumer evaluations: the moderating role of skepticism toward advertising. Journal of advertising, 31(2), 1-15.
  • Khang, H., Ki, E.-J., & Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279-298.
  • Matthes, J., & Wonneberger, A. (2014). The skeptical green consumer revisited: Testing the relationship between green consumerism and skepticism toward advertising. Journal of advertising, 43(2), 115-127.
  • Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
  • Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186.
  • Obermiller, C., & Spangenberg, E. R. (2000). On the origin and distinctness of skepticism toward advertising. Marketing Letters, 11(4), 311-322.
  • Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and future directions. International marketing review, 30(1), 56-71.
  • Shin, W. (2010). Consumer socialization online: Antecedents and consequences of children's skepticism toward online advertising. Paper presented at the American Academy of Advertising. Conference. Proceedings (Online).
  • Şahin, Ş., Yönet, Ö., & Suher, H. K. (2016). Reklama Yönelİk Şüphecİlİk: Anne-Baba Ve Çocuklari Arasindakİ Farklar Üzerİne Bİr İnceleme. Ekurgu, 24(2), 55-73.
There are 18 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Articles
Authors

Mehmet Özer Demir

Publication Date November 1, 2018
Submission Date August 14, 2018
Published in Issue Year 2018 Issue: 29. Özel Sayısı

Cite

APA Demir, M. Ö. (2018). Skepticism Towards Videos Shared On Social Media. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(29. Özel Sayısı), 257-269. https://doi.org/10.31123/akil.454295