Covid-19 Pandemi Döneminde Korku Öğesi Barındıran ve Virüsten Korunma Temalı Reklamların Satın Alma Niyeti ve Reklama Yönelik Tutum Üzerindeki Etkileri

Year 2021, Volume: 9 Issue: 4, 869 - 883, 31.08.2021

İbrahim Aydın

https://doi.org/10.18506/anemon.819277

Abstract

Bu çalışmanın başlıca amacı Covid-19 pandemi döneminde korku öğesi barındıran ve televizyonda çıkan virüsten korunma temalı reklamların satın alma niyeti ve reklama yönelik tutum üzerinde meydana getirdiği etkileri araştırmaktır. Araştırmanın hedef kitlesini bu tür reklamlar ile karşılaşmış kişiler oluşturmaktadır. Çevrimiçi olarak gerçekleştirilen anket çalışmasına katılan 756 kişiden elde edilen verilerle araştırma gerçekleştirilmiştir. Bu çalıma için, Van Yüzüncü Yıl Üniversitesi Sosyal ve Beşeri Bilimleri Bilimsel Araştırmalar Yayın Etik Kurulu’nun 22.10.2020 tarih ve 2020/12-02 nolu kararı ile çalışmanın etik kurallara uygun olduğuna dair gerekli izin alınmıştır. Çalışmanın bağımsız değişkenleri demografik özellikler iken bağımlı değişkenleri ise satın alma niyetine etki ve reklama yönelik tutumdur. Çalışmada bu tür reklamların reklama yönelik tutumda ve satın alma niyetinde bir farklılığa neden olup olmadığı, ayrıca demografik özelliklerin reklama yönelik tutumda ve satın alma niyetinde bir farklılığa neden olup olmadığı araştırılmıştır. Elde edilen sonuçlara göre bu tür reklamların reklama yönelik tutumda ve satın alma niyetinde olumlu yönde etkisinin olduğu; cinsiyet, yaş ve medeni durum değişkenlerine göre anlamlı bir farklılığa rastlanmadığı, ilköğretim mezunlarının lisans ve lisansüstü eğitim alan kişilere göre reklama yönelik tutumda daha olumlu etkilendikleri anlaşılmıştır. Elde edilen verilerin çözümlenmesinde tek yönlü MANOVA, tek faktörlü ANOVA ve tek örneklem t testi kullanılmıştır.

Keywords

Covid-19, Korku Öğesi, Satın Alma Niyeti, Reklama Yönelik Tutum

The Effects of Fear Appeal and Protecting to Virüs Themed Ads on Purchase Intention and Attitude Towards Advertising During the Covid-19 Pandemic Period

Abstract

The main purpose of this study is to investigate the effects of the fear appeal and protecting to virüs themed advertisements on the purchase intention and attitude towards advertising during the Covid-19 pandemic period. The target audience of the research consists of people who have encountered such advertisements. The research was carried out with the data obtained from 756 people who participated in the online survey. For this study, the necessary permission was obtained with the decision of the Social and Human Sciences Scientific Research Publication Ethics Committee of Van Yüzüncü Yıl University, dated 22.10.2020 and numbered 2020/12-02. While the independent variables of the study are demographic characteristics, the dependent variables are the effect on purchase intention and attitude towards advertising. In the study, it was investigated whether such advertisements cause a difference in attitude towards advertising and purchase intention, and also whether demographic characteristics cause a difference in attitude towards advertising and purchase intention. According to the results, such advertisements have a positive effect on the attitude towards advertising and purchase intention; it was understood that there was no significant difference in terms of gender, age and marital status variables, but primary school graduates were more positively affected by the attitude towards advertising than those who received undergraduate and postgraduate education. One-way MANOVA, one-factor ANOVA and one-sample t test were used to analyze the data obtained.

Keywords

Covid-19, Fear Appeal, Purchase Intention, Attitude Towards Advertising

References

• Akbulut, Y. (2010). Sosyal bilimlerde SPSS uygulamaları. İstanbul: İdeal Kültür Yayıncılık.
• Alpar, R. (2011). Uygulamalı çok değişkenli istatistiksel yöntemler. Ankara: Detay Yayıncılık.
• Aydın, İ. (2020). Karşılaştırmalı reklamların tüketicilerde neden olduğu tutum farklılıklarının araştırılması. Ekonomik ve Sosyal Araştırmalar Dergisi, 16(1), 233-255.
• Aydın, İ., & Yıldırım, İ. (2020). The effects of negative-framed antismoking public service announcements pertain to health risks on high school students. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 20(2), 29-44.
• Bagozzi, R. P., & Moore, D. J. (1994). Public service advertisements: emotions and empathy guide prosocial behavior. Journal of marketing, 58(1), 56-70.
• Barone, M. J., & Miniard, P. W. (1999). How and when factual ad claims mislead consumers: examining the deceptive consequences of copy x copy ınteractions for partial comparative advertisements. Journal of Marketing Research, 36(1), 58-74.
• Baydaş, A. & Yaşar, M. E. (2020). Reklam etkinliğinin tüketici perspektifinden değerlendirilmesi. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (19), 179-206.
• Bigsby, E., Cappella, J. N., & Seitz, H. H. (2013). Efficiently and effectively evaluating public service announcements: additional evidence for the utility of perceived effectiveness. Communication Monographs, 80(1), 1-23.
• Bleakley, A., Jordan, A. B., Hennessy, M., Glanz, K., Strasser, A., & Vaala, S. (2015). Do emotional appeals in public service advertisements influence adolescents’ intention to reduce consumption of sugar-sweetened beverages?. Journal of Health Communication, 20(8), 938-948.
• Chang, C. (2007). The relative effectiveness of comparative and noncomparative advertising: evidence for gender differences in information-processing strategies. Journal of Advertising, 36(1), 21-35.
• Dillard, J. P., Plotnick, C. A., Godbold, L. C., Freimuth, V. S., & Edgar, T. (1996). The multiple affective outcomes of AIDS PSAs: fear appeals do more than scare people. Communication research, 23(1), 44-72.
• Feiz, D., Fakharyan, M., Jalilvand, M. R., & Hashemi, M. (2013). Examining the effect of tv advertising appeals on brand attitudes and advertising efforts in Iran. Journal of Islamic Marketing, 4(1), 101-125.
• Glascoff, D. W. (2000). A meta-analysis of fear appeals: implications for effective public health campaigns. Marketing Health Services, 20(4), 35.
• Goldenbeld, C., Twisk, D., & Houwing, S. (2008). Effects of persuasive communication and group discussions on acceptability of anti-speeding policies for male and female drivers. Transportation Research Part F: Traffic Psychology and Behaviour, 11(3), 207-220.
• Hastings, G., Stead, M., & Webb, J. (2004). fear appeals in social marketing: strategic and ethical reasons for concern. Psychology & Marketing, 21(11), 961-986.
• Insko, C.A., Arkoff, A., & Insko, V. M. (1965). Effects of high and low fear-arousing communications upon opinions toward smoking. Journal of Experimental Social Psychology, 1(3), 256-266.
• Jain, V., Trivedi, R., Joshi, V., & Daswani, A. (2012). Does explicit comparative advertising affect ındian consumers’ attitudes towards low and high-ınvolvement product. International Journal of Emerging Markets, 10(1), 122-140.
• Jovanović, P., Vlastelica, T., & Kostić, S. C. (2016). Impact of advertising appeals on purchase intention. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 21(81), 35-45.
• Kim, H., & Lee, C. (2012). Differential effects of fear‐eliciting DTCA on elaboration, perceived endorser credibility, and attitudes. International Journal of Pharmaceutical and Healthcare Marketing, 6(1), 4-22.
• Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.
• Leventhal, H., Jones, S., & Trembly, G. (1966). Sex differences in attitude and behavior change under conditions of fear and specific instructions. Journal of Experimental Social Psychology, 2(4), 387-399.
• Lewis, I., Watson, B., & Tay, R. (2007). Examining the effectiveness of physical threats in road safety advertising: the role of the third-person effect, gender, and age. Transportation Research Part F: Traffic Psychology and Behaviour, 10(1), 48-60.
• Memiş Doğan, M., & Düzel, B. (2020). Covid-19 özelinde korku-kaygı düzeyleri. Turkish Studies, 15(4), 739-752.
• Neese, W. T., Foxx, W., & Eppler D. B. (2019). The effectiveness of comparative advertising in the US automobile market influenced by consumer ethnocentrism, industry-specific personal characteristics, and foreign versus domestic brand ownership. Journal of Global Scholars of Marketing Science, 29(1), 114-128.
• Noble, G., Pomering, A., & Johnson, L. W. (2014). Gender and message appeal: their influence in a pro-environmental social advertising context. Journal of Social Marketing, 4(1), 4-21.
• O'Donoghue, A. C., Williams, P. A., Sullivan, H. W., Boudewyns, V., Squire C., & Willoughby J. F. (2014). Effects of comparative claims in prescription drug direct-to-consumer advertising on consumer perceptions and recall. Social Science & Medicine, 120, 1-11.
• Pornpitakpan, C., & Yuan, Y. (2015). Effects of perceived product similarity and ad claims on brand responses in comparative advertising. Asia Pacific Journal of Marketing and Logistics. 27(4), 535-558.
• Samu, S., & Bhatnagar, N. (2008). The efficacy of anti‐smoking advertisements: the role of source, message, and individual characteristics. International Journal of Nonprofit and Voluntary Sector Marketing, 13(3), 237-250.
• Sanbonmatsu, D. M., & Kardes, F. R. (1988). The effects of physiological arousal on information processing and persuasion. Journal of Consumer Research, 15(3), 379-385.
• Shimp, T. A. & Andrews, J. C. (2013). Advertising, promotion, and other aspects of integrated marketing communications. Mason: Cengage Learning.
• Siu, W. (2010). Fear appeals and public service advertising: applications to influenza in hong kong. Health Communication, 25(6-7), 580-580.
• Smith, K. H., & Stutts M. A. (2003). Effects of short-term cosmetic versus long-term health fear appeals in anti-smoking advertisements on the smoking behaviour of adolescents. Journal of Consumer Behaviour , 3(2), 157–177.
• Smith, K. H., & Stutts M. A. (2006). The influence of individual factors on the effectiveness of message content in antismoking advertisements aimed at adolescents. The Journal of Consumer Affairs, 40(2), 261-293.
• Snipes, R. L., Latour, M. S., & Bliss, S. J. (1999). A model of the effects of self-efficacy on the perceived ethicality and performance of fear appeals in advertising. Journal of Business Ethics, 19(3), 273-285.
• Stevens, J. P. (2009). Applied multivariate statistics for the social sciences. New York: Routledge, Taylor & Francis Group.
• Tabachnick B. G., & Fidell, L. S. (2015). Çok değişkenli istatistiklerin kullanımı. (M. Baloğlu vd., Çev.) Ankara: Nobel Akademik Yayıncılık Eğitim Danışmanlık Tic. Ltd. Şti.
• Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracín, D. (2015). appealing to fear: a meta-analysis of fear appeal effectiveness and theories. Psychological bulletin, 141(6), 1178.
• Terskikh, M. V. (2017). Humor and fear appeals in public service announcements discourse. Вопросы когнитивной лингвистики, (3), 52.
• Ti, L., Fast, D., Small, W., & Kerr, T. (2017). Perceptions of a drug prevention public service announcement campaign among street-ınvolved youth in Vancouver, Canada: a qualitative study. Harm reduction journal, 14(1), 1-8.
• Treise, D., & Weigold, M. F. (2001). AIDS public service announcements: effects of fear and repetition on predictors of condom use. Health Marketing Quarterly, 18(3-4), 39-61.
• Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: implications for effective public health campaigns. Health education & behavior, 27(5), 591-615.
• Williams, K. C. (2012). Fear appeal theory. Research in Business and Economics Journal, 5(1), 1-21. https://www.lumen-research.com/blog/corona-related-ads-get-9-more-attention (Erişim: 01.10.2020).