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MEDYADA YER ALAN SOSYAL PAZARLAMA KAMPANYALARINA YÖNELİK TÜKETİCİ DEĞERLENDİRMELERİ: KONYA İLİNDE BİR UYGULAMA

Year 2012, Issue: 39, 1 - 18, 16.05.2015

Şükrü Akdoğan Suzan Çoban , Resul Öztürk

Abstract

Bu çalışmanın amacı, çeşitli medya ortamlarında yapılan sosyal pazarlama kampanyalarının tüketicileri etkileme gücünü belirlemek, bu kampanyalara yönelik olarak tüketicilerin tutum ve düşüncelerini saptamak ve demografik özellikler itibariyle düşünce farklılıklarını belirlemektir. Bu amaçlarla Konya ilinde bir bankanın 391 müşterisine anket uygulanmıştır. Araştırmadan elde
edilen başlıca bulgulara göre tüketiciler; özellikle firmaların televizyon kampanyalarında yaptıklarıyardımların ve sağlık, spor, kültür, çevre, enerji gibi konularla ilgili faaliyetlerin ve sponsorlukların etkileme gücü olduğunu düşünmektedirler. Firmaların televizyonda yapılan yardım kampanyalarına katılmalarıhakkındaki düşünceler tüketicilerin gelir düzeylerine göre anlamlıbir
farklılık göstermektedir. Tüketicilerin cinsiyet, eğitim ve gelir düzeylerine göre sosyal pazarlama kampanyalarına yönelik tutum ve düşünceleri, anlamlıfarklılıklar taşımaktadır

Keywords

Sosyal Pazarlama Medya Pazarlama Kampanyaları Sponsorluk.

References

  • ANDREASEN, Alan R.; (1997), “Challenges for The Science and Practice of Social Marketing”, in Goldberg, Marvin E., Martin Fishbein and Susan E. Middlestadt (Ed.), Social Marketing: Theoretical and Practical Perspective, New Jersey: Lawrence Erlbaum Associa- tes, pp.3-19.
  • ARĞAN, Mehpare Togay; (2007), “Organ Bağışını Artırmada Sosyal Pazarla- ma Yaklaşımı: Organ Bağışına Yönelik Bir Tutum Araştırması”, Yayınlanmamış Doktora Tezi, Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • BALIKÇIOĞLU, Buket ve Korhan Karacaoğlu; (2007), “Sosyal Bir Ürün Ola- rak Topluma Pazarlanan Hayırseverlik: Stratejik Hayırseverlik”, Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9 (2), ss.121-147.
  • BAYRAKTAROĞLU, Gül ve Burcu İlter; (2007), “Sosyal Pazarlama: Engeller ve Öneriler”, Ege Akademik Bakış, 7 (1), ss. 117-132.
  • BLOOM, Poul N. and William. D. Novelli; (1981), “Problems and Challenges in Social Marketing”, Journal of Marketing, 45, pp.79-88.
  • BRIGHT, Alan D.; (2000), “The Role of Social Marketing in Leisure and Rec- reation Management”, Journal of Leisure Research, 32 (1), pp. 12- 17.
  • CELSI, Richard L. and Jerry C. Olson; (1988), “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15, pp.210-224.
  • CHENG, Hong; Philip Kotler and Nancy R. Lee; (2011), Social Marketing for Public Health: Global Trends and Success Stories, Canada: Jones and Bartlett Publishers.
  • COFFMAN, Julia; (2002), “Public Communication Campaign Evaluation: An Environmental Scan of Challenges, Criticisms, Practice, and Op- portunities”, Harvard Family Research Project, pp.1-35.
  • GÜZ, Nurettin; (1995), “Siyasal Tercihleri Belirlemede Kitle İletişim Araçları- nın Rolü”, Amme İdaresi Dergisi, 28 (1), ss. 113-131.
  • HAIR, Joseph F.; William C. Black; Barry J. Babin; Rolph E. Anderson and Robert L. Tatham; (2006), Multivariate Data Analysis, Sixth Edi- tion, New Jersey: Pearson Printice Hall.
  • HAYNES, Karen S. and James S. Mickelson; (2000), Affecting Change: Social Workers in Political Arena, Fourth Edition, Boston: Allyn&Bacon.
  • KAYA, Harun; (2008), “Demografik Özelliklerin Kurumsal Sosyal Sorumluluk Algılaması Üzerindeki Rolü: Bandırma Yerelinde Bir Araştırma”, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11 (20), ss.96-110.
  • KOTLER, Philip and Nancy R. Lee; (2008), Social Marketing: Influencing Behaviors for Good, Third Edition, California: Sage Publications.
  • KOTLER, Philip ve Alan R. Andreasen; (1996), Strategic Marketing for Non- Profit Organizations, Fifth Edition, New Jersey: Prentice-Hall.
  • PRINGLE, Hamish ve Marjorie Thompson; (2000), Marka Ruhu Sosyal Sorum- luluk Kampanyaları ile Marka Yaratmak, Çev.: Zeynep Yelçe ve Canan Feyyat, İstanbul: Scala Yayıncılık.
  • SEKERAN, Uma; (1992), Research Methods for Business: A Skill Building Approach, USA: John Wiley&Sons Inc.
  • ŞAHAN, Hasan ve Vedat Çınar; (2004), “Kitle İletişim Araçlarının Spor Ka- muoyu Üzerine Etkisi”, Selçuk Üniversitesi Sosyal Bilimler Ensti- tüsü Dergisi, 12, ss. 313-322.
  • TOKER, Burak; (2007), “İşletmelerde Sosyal Pazarlama Faaliyetlerinin Per- formansa ve Marka Bilinirliğine Etkisi Üzerine Bir Araştırma”, Yayınlanmamış Yüksek Lisans Tezi, Konya: Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü.
  • UĞUR, Dilek; (2007), “Pazarlamada Sosyal Amaçlı Projelerin Tüketici Gözüy- le Değerlendirilmesi Üzerine Bir Saha İncelenmesi”, Yayınlan- mamış Yüksek Lisans Tezi, Sakarya: Sakarya Üniversitesi Sosyal Bilimler Enstitüsü.
  • TÜİK; (2011), “Türkiye İstatistik Kurumu Adrese Dayalı Nüfus Kayıt Sistemi”, internet Adresi: http://www.tuik.gov.tr/ıcerikgetir.do?istab_id=139, Erişim Tarihi: 15.03.2012.
  • ÜNAL, Hakan; (2009), “Spor Bilincinin Yaygınlaştırılmasında Sosyal Pazarla- manın Toplum Tutumuna Etkisi”, Yayınlanmamış Doktora Tezi, İstanbul: Marmara Üniversitesi Sağlık Bilimleri Enstitüsü.
  • WEINREICH, Nedra Kline; (2007), What is Social Marketing?, USA: Weinre- ich Communications.
  • WEINREICH, Nedra Kline; (1999), Hand on Social Marketing: A Step by Step Guide, USA: Sage Publications.

Year 2012, Issue: 39, 1 - 18, 16.05.2015

Şükrü Akdoğan Suzan Çoban , Resul Öztürk

Abstract

References

  • ANDREASEN, Alan R.; (1997), “Challenges for The Science and Practice of Social Marketing”, in Goldberg, Marvin E., Martin Fishbein and Susan E. Middlestadt (Ed.), Social Marketing: Theoretical and Practical Perspective, New Jersey: Lawrence Erlbaum Associa- tes, pp.3-19.
  • ARĞAN, Mehpare Togay; (2007), “Organ Bağışını Artırmada Sosyal Pazarla- ma Yaklaşımı: Organ Bağışına Yönelik Bir Tutum Araştırması”, Yayınlanmamış Doktora Tezi, Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • BALIKÇIOĞLU, Buket ve Korhan Karacaoğlu; (2007), “Sosyal Bir Ürün Ola- rak Topluma Pazarlanan Hayırseverlik: Stratejik Hayırseverlik”, Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9 (2), ss.121-147.
  • BAYRAKTAROĞLU, Gül ve Burcu İlter; (2007), “Sosyal Pazarlama: Engeller ve Öneriler”, Ege Akademik Bakış, 7 (1), ss. 117-132.
  • BLOOM, Poul N. and William. D. Novelli; (1981), “Problems and Challenges in Social Marketing”, Journal of Marketing, 45, pp.79-88.
  • BRIGHT, Alan D.; (2000), “The Role of Social Marketing in Leisure and Rec- reation Management”, Journal of Leisure Research, 32 (1), pp. 12- 17.
  • CELSI, Richard L. and Jerry C. Olson; (1988), “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15, pp.210-224.
  • CHENG, Hong; Philip Kotler and Nancy R. Lee; (2011), Social Marketing for Public Health: Global Trends and Success Stories, Canada: Jones and Bartlett Publishers.
  • COFFMAN, Julia; (2002), “Public Communication Campaign Evaluation: An Environmental Scan of Challenges, Criticisms, Practice, and Op- portunities”, Harvard Family Research Project, pp.1-35.
  • GÜZ, Nurettin; (1995), “Siyasal Tercihleri Belirlemede Kitle İletişim Araçları- nın Rolü”, Amme İdaresi Dergisi, 28 (1), ss. 113-131.
  • HAIR, Joseph F.; William C. Black; Barry J. Babin; Rolph E. Anderson and Robert L. Tatham; (2006), Multivariate Data Analysis, Sixth Edi- tion, New Jersey: Pearson Printice Hall.
  • HAYNES, Karen S. and James S. Mickelson; (2000), Affecting Change: Social Workers in Political Arena, Fourth Edition, Boston: Allyn&Bacon.
  • KAYA, Harun; (2008), “Demografik Özelliklerin Kurumsal Sosyal Sorumluluk Algılaması Üzerindeki Rolü: Bandırma Yerelinde Bir Araştırma”, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11 (20), ss.96-110.
  • KOTLER, Philip and Nancy R. Lee; (2008), Social Marketing: Influencing Behaviors for Good, Third Edition, California: Sage Publications.
  • KOTLER, Philip ve Alan R. Andreasen; (1996), Strategic Marketing for Non- Profit Organizations, Fifth Edition, New Jersey: Prentice-Hall.
  • PRINGLE, Hamish ve Marjorie Thompson; (2000), Marka Ruhu Sosyal Sorum- luluk Kampanyaları ile Marka Yaratmak, Çev.: Zeynep Yelçe ve Canan Feyyat, İstanbul: Scala Yayıncılık.
  • SEKERAN, Uma; (1992), Research Methods for Business: A Skill Building Approach, USA: John Wiley&Sons Inc.
  • ŞAHAN, Hasan ve Vedat Çınar; (2004), “Kitle İletişim Araçlarının Spor Ka- muoyu Üzerine Etkisi”, Selçuk Üniversitesi Sosyal Bilimler Ensti- tüsü Dergisi, 12, ss. 313-322.
  • TOKER, Burak; (2007), “İşletmelerde Sosyal Pazarlama Faaliyetlerinin Per- formansa ve Marka Bilinirliğine Etkisi Üzerine Bir Araştırma”, Yayınlanmamış Yüksek Lisans Tezi, Konya: Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü.
  • UĞUR, Dilek; (2007), “Pazarlamada Sosyal Amaçlı Projelerin Tüketici Gözüy- le Değerlendirilmesi Üzerine Bir Saha İncelenmesi”, Yayınlan- mamış Yüksek Lisans Tezi, Sakarya: Sakarya Üniversitesi Sosyal Bilimler Enstitüsü.
  • TÜİK; (2011), “Türkiye İstatistik Kurumu Adrese Dayalı Nüfus Kayıt Sistemi”, internet Adresi: http://www.tuik.gov.tr/ıcerikgetir.do?istab_id=139, Erişim Tarihi: 15.03.2012.
  • ÜNAL, Hakan; (2009), “Spor Bilincinin Yaygınlaştırılmasında Sosyal Pazarla- manın Toplum Tutumuna Etkisi”, Yayınlanmamış Doktora Tezi, İstanbul: Marmara Üniversitesi Sağlık Bilimleri Enstitüsü.
  • WEINREICH, Nedra Kline; (2007), What is Social Marketing?, USA: Weinre- ich Communications.
  • WEINREICH, Nedra Kline; (1999), Hand on Social Marketing: A Step by Step Guide, USA: Sage Publications.
There are 24 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Şükrü Akdoğan This is me

Suzan Çoban

Resul Öztürk This is me

Publication Date May 16, 2015
Published in Issue Year 2012 Issue: 39

Cite

APA Akdoğan, Ş., Çoban, S., & Öztürk, R. (2015). MEDYADA YER ALAN SOSYAL PAZARLAMA KAMPANYALARINA YÖNELİK TÜKETİCİ DEĞERLENDİRMELERİ: KONYA İLİNDE BİR UYGULAMA. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(39), 1-18.

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