PARA-SOSYAL İLİŞKİ TEORİSİ PERSPEKTİFİNDEN ÜRÜN YERLEŞTİRME ETKİLİLİĞİ

Yıl 2017, Cilt: 2 Sayı: 2, 210 - 228, 30.11.2017

Vesile Çakır , Semra Akıncı

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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