Reklamdaki İletişim Unsurlarının Tüketicilerin Ürün İlgilenimine Göre Tutum ve Davranış Üzerindeki Etkileri

Year 2024, Volume: 42 Issue: 4, 661 - 689, 25.12.2024

Sena Tekeli , Mehmet Yağcı

https://doi.org/10.17065/huniibf.1441430

Abstract

Bir iletişim biçimi olan reklamın amacı bir marka hakkında bilgi vererek tüketiciyi ikna etmek ve dolayısıyla tutumlarını değiştirmektir. Reklamlarda kaynak kullanma tüketicilerin reklamı fark etmesini sağlayabilir. Dolayısıyla, tüketici reklamı yapılan markayı veya ürünü satın almaya eğilim gösterebilir. Bu süreçte tüketiciler ilgilenim düzeylerine bağlı olarak reklamdaki kaynağın özelliklerinden veya mesajın niteliğinden etkilenebilir. Bu çalışmanın amacı ilgilenim düzeyine göre reklamlarda kaynak kullanımının ve mesajın tüketicilerin tutum ve davranışları üzerindeki etkisini deneysel bir uygulamayla belirlemektir. Bu çalışma Mersin ilinde 718 kişiden oluşan örneklemde uygulanmıştır. Araştırma verileri çalışma için oluşturulan basılı reklamı ve çalışma değişkenlerine ilişkin soruları içeren bir anket ile çevrimiçi (online) ve yüz yüze olarak toplanmıştır. Hipotezler YEM yol analizi ile değerlendirilmiştir. Çalışma tüketici tutum ve davranışları bakımından teorik ve yönetimsel katkılar sunmaktadır.

Keywords

İlgilenim, Mesaj, Kaynak, Tutum, Satın alma niyeti

Effects of Communication Elements in Advertising on Consumers’ Attitude and Behavior According to Their Product Involvement

Abstract

The purpose of advertising, which is a form of communication, is to persuade the consumer by informing them about a brand and thus, change their attitudes. Using testimonials in advertisements make consumers notice the advertisement. Therefore, they may be inclined to buy the advertised brand or product. In this process, consumers may be affected by the source characteristics in the advertisement or the message quality, depending on their involvement level. The main purpose of this study is to determine the effects of the source and advertising message in advertisements on consumers' attitudes and behaviors with experimental implementation. This study was applied in a sample consisted of 718 participants in Mersin. Research data were collected online and face-to-face with a questionnaire containing the print advertisement created for the study and questions about the study variables. Hypotheses were evaluated with SEM path analysis. The study offers theoretical and managerial contributions in terms of consumer attitudes and behaviors.

Keywords

Involvement, Message, Source, Attide, Purchase intention

References

• Anderson, J. C., & Gerbing, D. W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49 (2), 155–173. https://doi.org/10.1007/BF02294170
• Arens, W. F., Weigold, M., & Arens, C. (2007). Contemporary Advertising (11th ed.). McGraw-Hill/Irwin.
• Armağan, E., & Gürsoy, Ö. (2017). Reklamlarda ünlü kullanımının tüketicilerin satın alma etkisi üzerine bir araştırma. Global Business Research Congress (GBRC), Mayıs 24-25, 2017, İstanbul, Türkiye. PressAcademia Procedia (PAP), 3, 1043-1057.
• Arora, A. P., & Kishor, N. (2019). Factors determining purchase intention and behaviour of consumers towards luxury fashion brands in India: An empirical evidence. British Journal of Marketing Studies (BJMS), 7 (4), 34-58.
• Arora, N., Prashar, S., Parsad, C., & Tata, S. V. (2019). Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression. Indian Institure of Management Calcutta, 46(3), 179-195. https://doi.org/10.1007/s40622-019-00208-7
• Avcı, İ., & Yıldız, E. (2019). Fenomenlerin güvenilirlik, çekicilik ve uzmanlık özelliklerinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama üzerindeki etkileri: Instagram Örneği. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 38, 85-107. https://doi.org/10.35343/kosbed.569351
• Avcılar, M. Y., Demirgüneş, B. K., & Açar, M. F. (2018). Instagram reklamlarında ürün destekçisi olarak sosyal medya fenomeni kullanımının reklama yönelik tutum ve E-WOM niyetine etkilerinin incelenmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 21, 1-27.
• Balta Peltekoğlu, F. (2019). Kavram ve kuramlarıyla reklam (2. Baskı). Beta Yayıncılık.
• Belch, G. E., & Belch, M. A. (2003). Introduction to advertising and promotion: An integrated marketing communications perspective (6. Baskı). McGraw-Hill.
• Benoit, W. L., Stephenson, M. T., & Tschida, D. A.. (2009). Testing the mediating role of cognitive responses in the elaboration likelihood model. Communication Studies, 52(4), 324. http://dx.doi.org/10.1080/10510970109388567
• Brown, S. P., & Stayman D. M. (1992). Antecedents and consequences of attitude toward the Ad: A meta analysis. Journal of Consumer Research, 19(1), 34-51. https://psycnet.apa.org/doi/10.1086/209284
• Bruwer, J., & Buller, C. (2013). Product involvement, brand loyalty, and country-of-origin brand preferences of Japanese wine consumers. Journal of Wine Research, 24(1), 38-58. http://dx.doi.org/10.1080/09571264.2012.717221
• Butterfield, S. B., & Welbourne, J. (2002). The elaboration likelihood model: Its impact on persuasion theory and research. James Price Dillard ve Michael Pfau (ed.), The Persuasion Handbook. Developments in Theory and Practice. Sage Publications, 155-173.
• Chen, S., Duckworth, K., & Chaikan, S. (1999). Motivated heuristic and systematic processing. Psychological Inquiry, 10(1), 44-49. https://psycnet.apa.org/doi/10.1207/s15327965pli1001_6
• Chiosa, A. R. (2013). Celebrity endorsement in fashion print advertising. EuroEconomica, 1(32), 18-31.
• Churchill, G. A. (2002). Fundamentals of experimental design for cDNA microarrays. Nature Genetics Supplement, 32, 490-495. https://doi.org/10.1038/ng1031
• Clow, K., & Baack, D. (2016). Integrated advertising, promotion, and marketing communications. Pearson Education Inc.
• Crano, W. D., Brewer, M. B., & Lac, A. (2015). Principles and methods of social research. Routledge.
• Çetinkaya, N. Ç. (2020). Yenilik yayım teorisi kapsamında ünlülerin yer aldığı reklamların satın alma niyetine etkisi: Kadın tüketiciler üzerine bir değerlendirme. Uluslararası Göbeklitepe Sosyal ve Beşeri Bilimler Kongresi Kongre Tam Metin Kitabı, 5-7 Haziran 2020, 399-417.
• Denençli, C. (2015). Reklamlarda ünlü kullanımında cinsiyetin marka imajı üzerindeki etkisi. Marmara Üniversitesi Öneri Dergisi, 11(44), 337-350. https://doi.org/10.14783/od.v11i44.5000080018
• Doğan, S., & Erdoğan, B. Z. (2020). Özdeşleşmenin reklama karşı tutum ve satın alma niyeti üzerindeki etkisinde ünlü-ürün uyumunun ılımlaştırıcı rolü. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 15(2), 603-624. https://doi.org/10.17153/oguiibf.584555
• Donmuş, S. (2018). Banka reklamlarındaki ünlülere tüketici tepkilerinin EEG ile ölçülmesi. [Yayımlanmamış Yüksek Lisans Tezi]. Fırat Üniversitesi
• Elden, M. (2004). Reklam yazarlığı (2. Baskı). İletişim Yayınları. Erdoğan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15, 291- 314. http://dx.doi.org/10.1362/026725799784870379
• Eyice Başev, S. (2019). Fuse tea reklamlarının nöropazarlama göz izleme yöntemi ile ünlü kullanımın etkisi analizi. 2nd International Congress on New Horizons in Education and Social Sciences (ICES-2019) Proceedings, June 18-19, 2019, Istanbul-TURKEY.
• Field, A. (2009). Discovering statistics using SPSS (3rd Edition). Sage Publications Ltd.
• Fitrianto, E., Daud, I., & Nailis, D. W. (2017). Types of endorsers and its effect on consumer behavior of convenience goods (Case study: Student in Palembang, Indonesia). Jurnal Manajemen dan Bisnis Sriwijaya, 15(4), 197-207. http://dx.doi.org/10.29259/jmbs.v15i4.5718
• Friedman, H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19, 63-71. http://dx.doi.org/10.1177/0973258615597412
• Friedman, H., Termini, S., & Washington, R. (1976). The effectiveness of advertisements utilizing four types of endorsers. Journal of Advertising, 5(3), 22-24. http://dx.doi.org/10.1080/00913367.1976.10672647
• Gardner, R. C. (1985). Social psychology and second language learning: The role of attitudes and motivation. Edward Arnold.
• Gawronski, B., & Creighton, L. A. (2013). Chapter 14: Dual process theories. In D. E. Carlston (ed.), The Oxford handbook of social cognition. Oxford University Press.
• George, D., & Mallery, P. (2010). SPSS for windows step by step: A simple guide and reference fourth edition (11.0 update). Pearson Education.
• Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer response to websites & their influence on advertising effectiveness. Internet research. Journal of Electronic Networking Application and Policy, 12(4), 318- 328. http://dx.doi.org/10.1108/10662240210438407
• Göral, S. (2019). Bütünleşik pazarlama iletişimi faaliyetlerinde geleneksel ünlü ve sosyal medya fenomeni kullanımının tüketici davranışına etkisi. [Yayımlanmamış Yüksek Lisans Tezi]. Manisa Celal Bayar Üniversitesi. Gözegir, Ö. (2017). YouTube marketing: Examining sponsorship effect of YouTubers and consumers’ willingness to buy. [Yayımlanmamış Yüksek Lisans Tezi]. İzmir Ekonomi Üniversitesi
• Gülmez, E. (2011). Reklamda tanık kullanımı: Kullanıcı tanıklığı ve uzman tanıklığı reklamlarına yönelik tutumların karşılaştırılması. [Yayımlanmamış Yüksek Lisans Tezi]. Anadolu Üniversitesi.
• Gürbüz, S., & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri (5.Baskı). Seçkin Yayıncılık.
• Hadriana, T., & Wisandiko, W., R. (2017). Consumer attitudes toward advertisement and brand, based on the number of endorsers and product involvement: An experimental study. Gadjah Mada International Journal of Business, 19(3), 289-306. http://dx.doi.org/10.22146/gamaijb.18338
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. W. (2014). Multivariate data analysis, Pearson New International Edition (7.Baskı). Pearson Education.
• Haiti, F. S. (2019). Analysis of factors affecting attitudes toward brands and attitudes toward Instagram ads, and their effects on behavioral intention on social media Instragram. International Journal of Scientific & Engineering Research, 10(1), 917-924.
• Handriana, T., & Wisandiko, W. R. (2017). Consumer attitudes toward advertisement and brand, based on the number of of endorsers and product involvement: An experimental study. Gadjah Mada International Journal of Business, 19(3), 289-306. http://dx.doi.org/10.22146/gamaijb.18338
• Hofsoos, E. (1994). Reklam ve yönetimi (Haykır, A. Çev. Ed.). Öteki.
• Hollebeek, L. D., Jaeger, S. R., Brodie, R. J., & Balemi, A. (2007). The influence of involvement on purchase intention for new world wine. Food Quality and Preference, 18(2007), 1033-1049. http://dx.doi.org/10.1016/j.foodqual.2007.04.007
• Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communications and persuasion: Psychological studies of opinion change. Yale University Press.
• İnce, M., Bozyiğit, S., & Tor Kadıoğlu, C. (2019). Reklamlarda ünlü kullanımının y kuşağı tüketicilerin materyalist eğilimleri üzerindeki etkisi. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(4), 496-513. https://doi.org/10.25287/ohuiibf.589289
• Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. Journal of Applied Science & Technology, 7(4), 396-403. http://dx.doi.org/10.9734/BJAST/2015/14975
• Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux. ISBN: 9780141033570
• Kamran, Q., & Siddiqui, D. A. (2019). The impact of emotional advertising on consumer buying behaviour for home appliance products in Pakistan. Business and Managament Horizons, 7(1), 23-48. http://dx.doi.org/10.5296/bmh.v7i1.14410
• Kang, Y., & Herr, P. M. (2006). Beuty and the beholder: Toward an integrative model of communication source effects, Journal of Consumer Research, 33(June), 123-130. http://dx.doi.org/10.1086/504143
• Karasiewicz, G., & Kowalczuk, M. (2014). Effect of celebrity endorsement in advertising activities by product type. International Journal of Management and Economics, 44(2014), 74-91. http://dx.doi.org/10.1515/ijme-2015-0010 Khan, M. M., Memon, Z., & Kumar, S. (2019). Celebrity endorsement and purchase intentions: The role of perceived qıality and brand loyalty. Market Forces, College of Management Sciences, 14 (2), 99- 120.
• Kim, H. S. (2005). Consumer profiles of apparel product involvement and values. Journal of Fashion Marketing and Management, 9(2), 220-267. http://dx.doi.org/10.1108/13612020510599358
• Klaus, N., & Bailey, A. A. (2008). Celebrity endorsements: An examination of gender and consumers’ attitudes. American Journal of Business, 23(2), 53-61. http://dx.doi.org/10.1108/19355181200800010
• Kotler, P., & Keller, K. L. (2018). Pazarlama yönetimi. (Kırcova, İ., Çev. Ed.). Beta Yayıncılık.
• Kruglanski, A. W., & Thompson, E. P. (1999). Persuasion by a single route: A view from the unimodel. Psychological Inqury, 10(2), 83-109. https://psycnet.apa.org/doi/10.1207/S15327965PL100201
• Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349–356. https://psycnet.apa.org/doi/10.1086/267335
• Lee, D. N., & Stevens, E. M. (2022). Message source credibility and e-cigarette harm perceptions among young adults. International journal of environmental research and public health, 19(15), 9123. https://doi.org/10.3390/ijerph19159123
• Liu, M. T., & Brock, J. L. (2008). Selecting a female athlete endorser in China, The effect of attractiveness, match-up, and consumer gender difference. European Journal of Marketing, 45(7/8), 1214-1235. http://dx.doi.org/10.1108/03090561111137688
• Lord, K. R., & Putrevu, S. (2009). Informational and transformational responses to celebrity endorsements. Journal of Current Issues & Research in Advertising, 31(1), 1-13. http://dx.doi.org/10.1080/10641734.2009.10505253 Lord, K. R., Sauer, P., & Lee, M. (1995). The combined influence hypoethesis: central and peripheral attitude toward the Ad. Journal of Advertising, 24(1), 73-85. http://dx.doi.org/10.1080/00913367.1995.10673469
• Losq, N. (2017). Do real people in advertising equate to a real connection with consumers?. Business 2 Community, Sales & Marketing.
• Magnini, V. P., Garcia, C., & Honeycutt JR., E. D. (2010). Identifying the attributes of an effective restaurant chain endorser. Cornell Hospitality Quaterly, 51(2), 238-250. https://doi.org/10.1177/1938965510363669
• Michaelidou, L., & Dibb, S. (2008). Consumer involvement: A new perspective. Marketing Review, 8(1), 83-99.
• Mitchell, A. A. & Olson, J. C. (1981). Are product beliefs the only mediator of advertising effect on brand attitude? Journal of Marketing Research, 18 (August), 318-332.
• Moriarty, S., Mitchell, N., & Wells, W. (2009). Advertising principles & practice (8. Baskı). Pearson Prentice Hall.
• Muehling, D. D., & Laczniak, R. N. (1988). Advertising’s immediate and delayed influence on brand attitudes: Considerations across message involvement levels. Journal of Advertising, 17(4), 23-34. https://doi.org/10.1080/00913367.1988.10673126
• Nam, C., Dong, H., & Lee, Y. (2017). Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles, 4(2), 1-17. http://dx.doi.org/10.1186/s40691-017-0091-3
• Nistoreanu, P., Pelau, C., & Lazar, L. (2019). Product versus celebrity- An eye-tracking experiment for the determination of the attention-catcher in advertising. Proceedings of the 13th International Conference on Business Excellence, 1079-1086.
• Nizai, G. S.K., Siddiqui, J., Shah, B. A., & Hunjra, A. I. (2012). Effective advertising and its influence on consumer buying behaviour. Information Management and Business Review, 4(3), 114-119. https://mpra.ub.uni-muenchen.de/40689/
• O’Keefe, D. (2016). Persuasion theory and research (3rd ed.). SAGE Publications.
• O’Mahony, S., & Meenaghan, T. (1997). The impact of celebrity endorsements on consumers. Irish Marketing Review, 10 (2), 15-22.
• Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
• Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46–54.
• Özer, A. (2011). Markaya yönelik tutumun sponsorluk sonrası marka imajı ve satın alma eğilimi üzerindeki etkisi. H. Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), 145-174.
• Öztürk, M. C., & Topuz Savaş, A. (2014). Sosyal amaca yönelik pazarlama reklamlarının markaya yönelik tutum ve satın alma niyetine etkisi: Anadolu Üniversitesi öğretim elemanlarına yönelik bir uygulama. Journal of Yasar University, 9(35), 6109-6128. https://doi.org/10.19168/jyu.81960
• Petty, R. E., & Cacioppo, J. T. (1981). Issue involvement as a moderator of the effects on attitude of advertising content and context. Advances In Consumer Research, 8, 20-24.
• Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855. https://psycnet.apa.org/doi/10.1037/0022-3514.41.5.847
• Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10 (2), 135-146. http://dx.doi.org/10.1086/208954
• Polat, S. T., Ayar, B., & Erdil, T. S. (2020). İzleyici algısı bileşenlerinin reklama yönelik tutum ve satın alma niyeti üzerindeki etkisi. International Journal of Economic and Administrative Studies, 27, 105-122. http://dx.doi.org/10.18092/ulikidince.573790
• Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity-brand-user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473. https://doi.org/10.1080/13527266.2014.914561
• Rollins, B., Huh, J., Bhutada, N., & Perri, M. (2021). Effects of endorser type and testimonials in direct-to-consumer prescription drug advertising (DTCA). International Journal of Pharmaceutical and Healthcare Marketing, 15(1), 1750-6123. http://dx.doi.org/10.1108/IJPHM-06-2019-0042
• Rumble, J. N., Lamm, A. J., Martin, E. T., & Warner, L. A. (2017). Examining through processes to understand the impact of water conservation messages on attitude. Journal of Agriculture Education, 58(3), 168-184. https://doi.org/10.5032/jae.2017.03168
• Sadek, H. H., Redding, P. M., & Tantawi, P. (2015). Investigating the major marketing communication tools and their impact on building bank brand equity in the Egyptian context A customer perspective. Journal of Business and Retail Management Research, October 2015, 40-59.
• Sari, W. P., & Sihombing, S. O. (2016). Comparing the use of famous endorser and lay endorser in predicting consumer intention to buy: Indonesian context. Implementasi dan Kontribusi Ilmu Akuntansi, Manajemen, & Bisnis dalam Pembangunan Ketahanan Ekonomi Nasional, Jakarta, 25-26 Februari, 2016.
• Scudder, J. N. (2013). Social scientific approaches to persuasion. In Charles U. Larson (Ed.), Persuasion, Reception and Responsibility. Wadsworth, 94-118.
• Sekaran, U., & Bougie, R. (2016). Research method for business. A skill-building approach. Wiley.
• Şimşek, G. (2014). Celebrity endorsement: How it works when a celebrity fits the brand and advertisement. World Academy of Science, Engineering and Technology, International Journal of Social, Human Science and Engineering, 8(4), 146-154.
• Sophia, O. (2021). What is testimonial advertising? How it can help your business. The Wealth Circle.
• Stephenson, M. T., Benoit, W. L., & Tschida, D. A. (2001). Testing the mediating role of cognitive responses in the elaboration likelihood model. Communication Studies, 52(4), 324-337. http://dx.doi.org/10.1080/10510970109388567
• Suh, J. C., & Youjae, Y. (2006). When brand attitudes affect the customer satisfaction-loyalty relation: the moderating role of product involvement. Journal of Consumer Psychology, 16 (2), 145-155. http://dx.doi.org/10.1207/s15327663jcp1602_5
• Suher, H. K. (2017). 1. Çift süreç teorileri. Ali Atıf Bir ve H. Kemal Suher (Ed.), Reklam teorileri (1. Baskı). the Kitap.
• Tellis, G. J. (2004). Effective advertising, understanding when, how, why advertising works. SAGE Publications.
• Till, B. D., & Busler, M. (2000). The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
• Todorov, A., Chaiken, S., & Henderson, M. D. (2002). The heuristic-systematic model of social information processing. In James Price Dillard ve Michael Pfau (Eds.), The Persuasion Handbook. Developments in Theory and Practice. SAGE Publications, 195-211.
• Tokmak, G., & Aksoy, R. (2020). Reklamda çekici model kullanımının vampir etkisi kapsamında göz takip tekniğiyle değerlendirilmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 3 (2020), 461-501. http://dx.doi.org/10.15659/ppad.13.2.245
• Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Karşu Cesur, D., Varol, E., & Kiçir, İ. (2018). Reklam Yönetimi (1.Baskı). Beta Yayıncılık.
• Ulusu, Y. (2016). İlgilenim. Marmara Üniversitesi Öneri Dergisi, 16(45), 569-586. https://doi.org/10.14783/od.v12i45.1000020027
• Ustaahmetoğlu, E. (2015). Reklamlarda kullanılan kaynağın güvenilirliğinin satın alma niyetine etkisi. Uluslarası İktisadi ve İdari İncelemeler Dergisi, 8(15), 397-409. http://dx.doi.org/10.18092/ijeas.39520
• Ülker, Y. (2021). Ünlüye yönelik tutum ile satın alma niyeti arasındaki ilişkide tüketicilerin markaya yönelik tutumunun aracılık rolünün incelenmesi. Gaziantep University Journal of Social Sciences, 20 (2), 506- 518. https://doi.org/10.21547/jss.853594
• Wheeler, R. T. (2009). Nonprofit advertising: Impact of celebrity connection, involvement and gender on source credibility and intention to volunteer time or donate money. Journal of Nonprofit& Public Sector Marketing, 21(1), 80-107. https://doi.org/10.1080/10495140802111984
• Wigley, S. M. (2015). An examination of contemporary celebrity endorsement in fashion. International Journal of Costume and Fashion, 15(2), 1-17. https://doi.org/10.7233/IJCF.2015.15.2.001
• Yagci, M. İ. (2000). The Effects of Comparative Advertising Format on Consumer Responses: The Moderating Effects of Brand Image and Attribute Relevance. LSU Historical Dissertations and Theses, Louisiana State University and Agricultural & Mechanical College, USA.
• Yaşlıoğlu, M., M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, Özel sayı, 74-85.
• Yolaçan, Z. B., & Yaşa Özeltürkay, E. (2018). Televizyon reklamlarında ünlü kullanımı: Kaynağın çekiciliği, güvenilirliği ve uzmanlığının bireylerin davranışsal niyetleri (olumlu app ve marka bağlılığı) üzerindeki etkisi. Pazarlama Dergisi ve Uygulamaları Dergisi, 4(2), 231-252.
• Yu, S., & Hu, Y. (2020). When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing. Journal of Retailing and Consumer Services, 54 (2020), 1-12. http://dx.doi.org/10.1016/j.jretconser.2019.102010
• Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12 (3), 341-352. http://dx.doi.org/10.1086/208520
• Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70. http://dx.doi.org/10.1080/00913367.1943.10673459
• Zengin, G. (2018). Banka reklamlarında mizah ve ünlü kullanımı: Reklam tutumlarına yönelik bir araştırma. International Journal of Social Science, 65, 417-432. http://dx.doi.org/10.9761/JASSS7442
• Zipporah, M. M., & Mberia, H. (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, 3 (5). http://dx.doi.org/10.6007/IJAREMS/v3-i5/1250