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The Influence of the Attitudes of Generations Y and Z on the Purchase Intention of Activist Advertising

Year 2024, Issue: 12, 295 - 325, 27.06.2024

Hülya Ugur , Nurhan Zeynep Tosun

https://doi.org/10.56676/kiad.1348096

Abstract

The revitalization of brands that put social issues into the agenda in line with consumer expectations and demands, and advertising messages that include fundamental and existential issues such as equity and justice are paving the way for the emergence of a new advertising paradigm. This approach, known as activist advertising, involves brands conveying messages about social issues to their target audiences in their advertising campaigns. Especially for Generations Y and Z, who are more sensitive to social issues and demand changes from brands, it has become crucial for brands to adopt an activist stance. Accordingly, this study aims to assess the influence of attitudes towards activist advertising, which sheds light on a new advertising trend, on purchase intention. In this context, the study also addresses the influence of variables which have a substantial impact on the formation of attitudes towards advertising including (a) advertising value, (b) reliability, (c) informativeness, (d) deception, (e) entertainment, and (f) intrusiveness regarding activist advertising on purchase intention. Hence, the study used the questionnaire technique, a quantitative research method, to evaluate 834 people, 417 of whom belong to Generation Y and 417 of whom belong to Generation Z. When examining the influence of attitudes towards activist advertising on purchase intention within the context of Generation Y and Z participants, the results of the regression analysis showed that the dependent variable (purchase intention) was significantly explained by the independent variable (attitude towards activist advertising). Additionally, when assessing the influence of attitude-related variables, which play a significant role in the formation of attitudes towards advertising, on attitudes towards activist advertising and purchase intention, the results of the regression analysis showed that the dependent variables (attitude, purchase intention) explained the independent variables (advertising value, informativeness, deceptiveness, entertainment and intrusiveness, reliability) to a significant extent.

Keywords

activist advertising brand activism generations Y and Z attitude towards advertising purchase intention

References

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Aktivist Reklamlara Yönelik Y ve Z Kuşağının Tutumunun Satın Alma Niyetine Etkisi

Year 2024, Issue: 12, 295 - 325, 27.06.2024

Hülya Ugur , Nurhan Zeynep Tosun

https://doi.org/10.56676/kiad.1348096

Abstract

Tüketicilerin beklenti ve istekleri doğrultusunda markaların toplumsal konuları gündeme getirerek yeniden canlanması ve eşitlik, adalet gibi temel ve varoluşsal konuları içeren reklam mesajları, yeni bir reklam paradigmasının ortaya çıkmasına zemin hazırlamıştır. Aktivist reklamcılık olarak ifade edilen bu yaklaşım markaların reklam kampanyalarında hedef kitlelerine toplumsal ve sosyal konulara yönelik mesajlar iletmelerini içermektedir. Özellikle toplumsal ve sosyal konularda daha duyarlı olan ve markalardan farklılıklar bekleyen Y ve Z kuşakları için markaların aktivist bir duruş sergilemeleri büyük önem taşımaya başlamıştır. Bu doğrultuda bu çalışma, yeni bir reklamcılık akımına ışık tutan aktivist reklamlara yönelik tutumların satın alma niyeti üzerindeki etkisini değerlendirmeyi amaçlamaktadır. Bu kapsamda çalışmada reklama yönelik tutum oluşumu üzerinde önemli bir etkiye sahip olan (a) reklam değeri, (b) güvenilirlik (c) bilgilendiricilik, (d) aldatıcılık, (e) eğlendiricilik ve (f) rahatsız edicilik tutum değişkenlerinin aktivist reklama yönelik tutum ve satın alma niyeti üzerindeki etkisi de irdelenmiştir. Bu bağlamda çalışmada nicel araştırma yöntemlerinden biri olan anket tekniği kullanılarak 417'si Y kuşağı ve 417'si Z kuşağı olmak üzere 834 birey anket çalışmasıyla değerlendirilmiştir. Y ve Z kuşağı katılımcıları bağlamında aktivist reklamlara yönelik tutumların satın alma niyeti üzerindeki etkisi değerlendirildiğinde, regresyon analizinin bağımlı değişken (satın alma niyeti) ile bağımsız değişken (reklama yönelik tutum) arasındaki etkileşimi anlamlı bir şekilde ortaya konmuştur. Ayrıca reklama yönelik tutum oluşumunda önemli rol oynayan tutum değişkenleri boyutlarının aktivist reklama yönelik tutum ve satın alma niyeti üzerindeki etkisi değerlendirildiğinde, bağımlı değişkenler (tutum, satın alma niyeti) ile bağımsız değişkenler (reklam değeri, bilgilendiricilik, aldatıcılık, eğlendirici ve rahatsız edici, güvenilirlik) arasındaki etkileşimi açıklayan regresyon analizinin de anlamlı sonuçlar verdiği görülmektedir.

Keywords

aktivist reklam marka aktivizmi Y ve Z kuşağı reklama yönelik tutum satın alma niyeti

References

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  • Bakare, A.S., Owusu, A., & Abdurrahaman, D.J. (2017). The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture. Cogent Business & Management, 4(1), 1-18. doi: 10.1080/23311975.2017.1353231.
  • Barton, R., Morath, J., Quiring, K., & Theofilou, B. (2019). Generation purpose: From fidelity to future value. Accenture Strategh, Erişim adresi: https://www.accenture.com/_acnmedia/pdf-117/accenture-generation-p-urpose-pov.pdf.
  • Battista, I. D., Curmi, F., & Said E. (2021). Influencing factors affecting young people’s attitude towards online advertising: A systematic literature review. International Review of Management and Marketing, 11(3), 58-77. doi: /10.32479/irmm.11398.
  • Benner, R. (2018). Brand activism: Working toward progressive representations of social movements in advertising. Erişim adresi: http://hdl.handle.net/1794/24582
  • Berg, B. L. & Lune, H. (2019). Sosyal bilimlerde nitel araştırma yöntemleri (Asım Arı, Çev). Konya: Eğitim Yayınevi.
  • Blanco, C. F., Blasco, M. G. & Azorín, I. I. (2010). Entertainment and informativeness as precursory factors of successful mobile advertising messages. Communications of the IBIMA, 2010(2010), 1-11. doi: 10.5171/2010.130147.
  • Braun, J. A., Coakley, J. D., & West, E. (2019). Activism, advertising and far-right media: The case of sleeping giants. Media and Communication, 7(4), 68-79. doi: 10.17645/mac.v7i4.2280.
  • Brison,N.T.(2015). Measurıng consumer advertısıng deceptıon: Conceptual development of an interdıscıplınary model. (Yayımlanmamış Yüksek Lisans Tezi). Georgia Üniversitesi Yüksek Lisans Fakültesi, ABD.
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  • Chaouachi, S. G., & Rached K. S. B. (2019). Perceived deceptıon in advertising: Antecedents and consequences. European Journal of Management and Marketing, 3(4), 123-141. doi: 10.5281/zenodo.2965536.
  • Craddock, J., Boichuk, J., Cian, L., & Parmar, B. L. (2018). Brand Activism. Erişim adresi: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3207042.
  • Dağdelen, M. K. (2020). Aktivist marka reklamlarının tüketicilerinin marka tutumlarına ilişkin önemi. (Yayımlanmamış Yüksek Lisans Tezi). Atılım Üniversitesi SBE, İstanbul.
  • Darmawan, D., Mardikaningsih, R., Hariani, M., & Mojokerto, M.S. (2019). The effects of endorser credibility attitude toward to ADS and brand attitude on purchase intention. Jurnal Ekonomi,15(2), 263-276.
  • Descouens, M., & Gerbault, V. (2021). Generation Y’s attitude towards femvertising in cosmetics: Women empowerment or purplewashing?. (Yayımlanmamış Yüksek Lisans Tezi), Umea Üniversitesi İşletme Yönetimi, İsveç.
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  • Disastra, G. M. Hanifa, F.H. Wulandari, A. & Sastika W. (2019). The influence of advertising value on advertising attitude and its impact on purchase intention. Advances in Social Science, Education and Humanities Research, 307(1), 426-432. doi: 10.2991/sores-18.2019.98.
  • Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18.
  • Ducoffe, R. H & Curlo E. (2000). Advertising value and advertising processing. Journal of Marketing Communications, 6(4), 247-262.doi: 10.1080/135272600750036364.
  • Edelman. (2017, 8 Haziran). More than half of consumers now buy on their beliefs. Erişim adresi: https://www.edelman.com/news-awards/consumers-now-buy-on-beliefs-2017-earned-brand
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Details

Primary Language Turkish
Subjects Communication and Media Studies (Other)
Journal Section Dissertation
Authors

Hülya Ugur 0000-0003-4104-4432

Nurhan Zeynep Tosun 0000-0003-0234-9647

Publication Date June 27, 2024
Published in Issue Year 2024 Issue: 12

Cite

APA Ugur, H., & Tosun, N. Z. (2024). Aktivist Reklamlara Yönelik Y ve Z Kuşağının Tutumunun Satın Alma Niyetine Etkisi. Kastamonu İletişim Araştırmaları Dergisi(12), 295-325. https://doi.org/10.56676/kiad.1348096
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