Araştırma Makalesi
BibTex RIS Kaynak Göster

Skepticism Towards Videos Shared On Social Media

Yıl 2018, Sayı: 29. Özel Sayısı, 257 - 269, 01.11.2018
https://doi.org/10.31123/akil.454295

Öz



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.




Kaynakça

  • 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.
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  • 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.
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Toplam 18 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları
Bölüm Makaleler
Yazarlar

Mehmet Özer Demir

Yayımlanma Tarihi 1 Kasım 2018
Gönderilme Tarihi 14 Ağustos 2018
Yayımlandığı Sayı Yıl 2018 Sayı: 29. Özel Sayısı

Kaynak Göster

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