PARA-SOSYAL İLİŞKİ TEORİSİ PERSPEKTİFİNDEN ÜRÜN YERLEŞTİRME ETKİLİLİĞİ
Öz
PARA-SOSYAL
İLİŞKİ TEORİSİ PERSPEKTİFİNDEN ÜRÜN YERLEŞTİRME ETKİLİLİĞİ
Özet
Reklam, hemen hemen hayatımızın her alanında bazen farkında olup bazen de farkında olmasak da karşımıza çıkan iletişim çalışmalarındandır. Günlük hayatın reklamlar tarafından kuşatıldığı bireyler tarafından belki de en çok televizyon karşısında hissedilmektedir. Merakla beklenen dizinin bir anda reklam tarafından bölünmesi izleyiciyi kimi zaman rahatsız edebilmektedir. Bunun sonucunda ise izleyici bu keyfinin bölünmemesi için reklamlardan kaçmak amacıyla kanal değiştirmekte veya aynı eğlenceyi reklamlar tarafından bölünmemesi için internetten izleme yolunu tercih etmektedir. Reklamcılar tarafından dezavantaj olarak algılanan bu tercih reklamcıları/markaları ürün yerleştirme uygulamalarına yöneltmiştir.
Para-sosyal ilişki ve para-sosyal etkileşim, medya etkisi söz konusu olduğunda önemli konulardan biridir. Para-sosyal ilişki, izleyicinin en sevdiği karakterle tek yönlü bir ilişki kurup, karakteri arkadaşı gibi görme durumudur. İlk kez Horton ve Wohl (1956) tarafından ortaya atılan kavram kendinden sonra gelen çalışmaları etkilemiştir. Literatürde ürün yerleştirme etkililiğinde psikolojik kuramların etkisi ise dikkat çeken konulardan olmuş ve ürün yerleştirme ile psikolojik kuramları ilişkilendiren çalışmalar yapılmıştır. Bu çalışma ise Türkçe literatürde para-sosyal ilişki ve ürün yerleştirmeyi ilişkilendiren ilk çalışmalardan olması itibariyle önem taşımaktadır.
Çalışmada ürün yerleştirme etkililiğinde para-sosyal ilişkinin rolünü ortaya koymak amaçlanmaktadır. Uygulama aşamasında Uşak’ta 406 kişiye anket yapılmış, elde edilen veriler SPSS 23 programına girilmiştir. Analizlerde ise katılımcıların frekans dağılımları alınmış, Tek Yönlü Varyans Analizi (ANOVA) ve Mann Whitney U testleri uygulanmıştır.
Anahtar Kelimeler: Marka Tutumu, Para-Sosyal İlişki, Para-Sosyal Etkileşim, Satın Alma, Satın Alma Davranışı, Ürün Yerleştirme.
PRODUCT PLACEMENT EFFECTIVENESS FROM THE PERSPECTIVE OF PARA-SOCIAL RELATIONSHIP THEORY
ABSTRACT
Advertising is a communication work that exist almost in every part of our life even if sometimes we realize or not. It is perceived that an individual is surrounded by advertisements mostly in daily life while watching television. Highly anticipated division of expected programme by an ad may sometimes annoy the viewer. As a result, the viewer chooses to change the channel to avoid advertisement so that it can not interrupt entertainment, or to watch the same entertainment on the internet not to be interrupted by advertisements. This preference, which is perceived as a disadvantage by advertisers, has led advertisers / brands to product placement placements.
Para-social interaction and para-social interaction are important issues when it comes to media influence. The para-social relationship is a one-way relationship with the viewer's favorite character, and is like a character friend. The concept first introduced by Horton and Wohl (1956) influenced subsequent work. In the literature, the effect of psychological theories on product placement effectiveness has been the subject of attention, and studies related to product placement and psychological theories have been made. This study is important because it is one of the first studies to relate para-social relation and product placement in Turkish literature.
This study aims at revealing the role of para-social relationship in product placement effectiveness. In the methodology section, a questionnaire was made to 406 people in Uşak and the obtained data was entered into SPSS 23 program. In the analyzes, frequency distributions of participants were taken and Anova and Mann Whitney U tests were applied.
Keywords: Brand Attitude, Product Placement, Product Placement Effectiveness, Para-Social Relationship, Para-Social Interaction, Purchasing Intention, Purchasing.Anahtar Kelimeler
Marka Tutumu,Para-Sosyal İlişki,Para-Sosyal Etkileşim,Satın Alma,Satın Alma Davranışı
Kaynakça
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