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PARA-SOSYAL İLİŞKİ TEORİSİ PERSPEKTİFİNDEN ÜRÜN YERLEŞTİRME ETKİLİLİĞİ

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

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.

Kaynakça

  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. Balasubramanian, S.K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising. 23 (4),s. 29-46. Baumeister, R. F., Bratslavsky, E., Finkenauer, C., ve Vohs, K. D. (2001). Bad is stronger than good. Rev. Gen. Psychol., 5(4), 323–370. Blanz, M., Mummendey, A., ve Otten, S. (1997). Normative evaluations and frequency expectations regarding positive versus Cacioppo, J. T., Berntson, G. G., Norris, C. J., ve Gollan, J. K. (2012). The evaluative space model. In P. V. Lange, A. Kruglanski, & E. T. Higgins (Eds.), Handbook of theories of social psychology. Vol. 1. (pp. 50–73). London: SAGE Press. Çakır, V. (2006), Reklamların Beğenilmesinin Tüketicilerin Marka Tutumlarına Etkisi. Selçuk Üniversitesi Sosyal Bilimler Dergisi, Sayı 15, s. 663-680. d’Astous, A. ve Seguin, Nathalie (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing. 33 (9-10), s. 896- 910. d'Astous, A. ve Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2), 31-40. Derrick, J. L., Gabriel, S., ve Tippin, B. (2008). Parasocial Relationships and Self‐Discrepancies: Faux Relationships Have Benefits for Low Self‐Esteem Individuals. Personal Relationships, 15(2), 261-280. Dias, J. A., Dias, J. G., ve Lages, C. (2017). Can negative characters in soap operas be positive for product placement?. Journal of Business Research, 71, 125-132. Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: A general analytical framework using moderated path analysis. Psychol. Methods, 12(1), 1–22. Eyal, K. ve Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. J. Broadcast. Electron. Media, 47(1), 77–98. Eyal, K., ve Cohen, J. (2006). When good friends say goodbye: A parasocial breakup study. Journal of Broadcasting & Electronic Media, 50(3), 502-523. Gabler N. (1998). Life: The Movie, How Entertainment Conquered Reality. New York: Vintage Books Giles, D. C. (2002). Parasocial Interaction: A Review of the Literature and A Model for Future research. Media psychology, 4(3), 279-305. Gupta, P. B. ve Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59. Gupta, P. B., ve Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1), 37-50. Gupta, P., S. Balasubramanian., Klassen.(2000).Viewers Evaluations of Product Placement in Movies: Public Policy Issues and Manegaral Implications Journal of Current Issues and Research in Advertising, S.22. Gülsoy, T. (1999). Reklam terimleri sözlüğü. Adam Yayınları, İstanbul. Güngör, N. (2011). İletişim: Kuramlar ve Yaklaşımlar. Siyasal Kitabevi. Gürel, E., Alem, J.(2014), Ürün Yerleştirme. Nobel Yayınları, Ankara. Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. Hsee, C. K., Yang, Y., ve Ruan, B. (2015). The mere-reaction effect: Even nonpositive and noninformative reactions can reinforce actions. J. Consum. Res., 42(3), 420–434. Hu, L. -t., ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Struct. Equ. Model. Multidiscip. J., 6(1), 1–55. Laken, A. R. (2009). Parasocial Relationships with Celebrities: An Illusion of Intimacy with Mediated Friends. Lehu, J-M. (2007). Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business, Kogan Page, 2007, s. 18-19 Levy, M. R. (1979). Watching TV News As Para‐Social Interaction. Journal of Broadcasting & Electronic Media, 23(1), s. 69-80. McDonald, D. ve Hu, M. (2005). Loneliness, Perceived Reality and Parasocial Interaction. Paper presented at the meeting of the International Communication Association. Noguti, V. ve Russell, C. A. (2015). The Moderating Role of Social Norms on the Effects of Product Placement in Television Fiction: A Field Study in Brazil. Journal of Current Issues & Research in Advertising, 36(1), 20-34. Özdilek, A. O. (2011). Türk hukukunda ürün yerleştirme ve RTÜK yasa tasarısındaki düzenleme. Pazarlama ve İletişim Kültürü Dergisi, 10(35), 69-72. Perse, E. M. ve Rubin, A. M. (1990). Chronic loneliness and television use. Perse, E. M., ve Rubin, R. B. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16(1), 59-77. Pickett, R. (2012). Conflict management on the TV show house. Physician Exec., 38(3), 12–15. Schemer, C., Matthes, J., Wirth, W. ve Textor, S. (2008). Does “passing the courvoisier” always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos. Psychol. Mark., 25(10), 923–943. Schiappa, E., Allen, M. ve Gregg, P. B. (2007). Parasocial relationships and television: A meta-analysis of the effects. In R. Preiss, B. Gayle, N. Burrell, M. Allen, & J. Bryant (Eds.), Mass media effects research: Advances through meta-analysis (pp. 301–314). Mahwah, NJ: Erlbaum. Shiv, B., Edell, J. A. ve Payne, J. W. (1997). Factors affecting the impact of negatively and positively framed ad messages. Journal of Consumer Research, 24(3), 285-294. Till, B. D. Ve Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. J. Advert., 27(1), 67–82. Tsao, J. (1996). Compensatory media use: An exploration of two paradigms. Communication Studies, 47(1-2), 89-109. Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Commun. Q., 41(4), 443–453. Zeren, D., Paylar Ö.Z. (2014) Ürün Yerleştirme: Milenyum İtibariyle Türk Sinemasındaki Durum, Karahan Yayınevi, Adana. Zhou, L., ve Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020.
Yıl 2017, Cilt: 2 Sayı: 2, 210 - 228, 30.11.2017

Öz

Kaynakça

  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. Balasubramanian, S.K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising. 23 (4),s. 29-46. Baumeister, R. F., Bratslavsky, E., Finkenauer, C., ve Vohs, K. D. (2001). Bad is stronger than good. Rev. Gen. Psychol., 5(4), 323–370. Blanz, M., Mummendey, A., ve Otten, S. (1997). Normative evaluations and frequency expectations regarding positive versus Cacioppo, J. T., Berntson, G. G., Norris, C. J., ve Gollan, J. K. (2012). The evaluative space model. In P. V. Lange, A. Kruglanski, & E. T. Higgins (Eds.), Handbook of theories of social psychology. Vol. 1. (pp. 50–73). London: SAGE Press. Çakır, V. (2006), Reklamların Beğenilmesinin Tüketicilerin Marka Tutumlarına Etkisi. Selçuk Üniversitesi Sosyal Bilimler Dergisi, Sayı 15, s. 663-680. d’Astous, A. ve Seguin, Nathalie (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing. 33 (9-10), s. 896- 910. d'Astous, A. ve Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2), 31-40. Derrick, J. L., Gabriel, S., ve Tippin, B. (2008). Parasocial Relationships and Self‐Discrepancies: Faux Relationships Have Benefits for Low Self‐Esteem Individuals. Personal Relationships, 15(2), 261-280. Dias, J. A., Dias, J. G., ve Lages, C. (2017). Can negative characters in soap operas be positive for product placement?. Journal of Business Research, 71, 125-132. Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: A general analytical framework using moderated path analysis. Psychol. Methods, 12(1), 1–22. Eyal, K. ve Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. J. Broadcast. Electron. Media, 47(1), 77–98. Eyal, K., ve Cohen, J. (2006). When good friends say goodbye: A parasocial breakup study. Journal of Broadcasting & Electronic Media, 50(3), 502-523. Gabler N. (1998). Life: The Movie, How Entertainment Conquered Reality. New York: Vintage Books Giles, D. C. (2002). Parasocial Interaction: A Review of the Literature and A Model for Future research. Media psychology, 4(3), 279-305. Gupta, P. B. ve Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59. Gupta, P. B., ve Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1), 37-50. Gupta, P., S. Balasubramanian., Klassen.(2000).Viewers Evaluations of Product Placement in Movies: Public Policy Issues and Manegaral Implications Journal of Current Issues and Research in Advertising, S.22. Gülsoy, T. (1999). Reklam terimleri sözlüğü. Adam Yayınları, İstanbul. Güngör, N. (2011). İletişim: Kuramlar ve Yaklaşımlar. Siyasal Kitabevi. Gürel, E., Alem, J.(2014), Ürün Yerleştirme. Nobel Yayınları, Ankara. Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. Hsee, C. K., Yang, Y., ve Ruan, B. (2015). The mere-reaction effect: Even nonpositive and noninformative reactions can reinforce actions. J. Consum. Res., 42(3), 420–434. Hu, L. -t., ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Struct. Equ. Model. Multidiscip. J., 6(1), 1–55. Laken, A. R. (2009). Parasocial Relationships with Celebrities: An Illusion of Intimacy with Mediated Friends. Lehu, J-M. (2007). Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business, Kogan Page, 2007, s. 18-19 Levy, M. R. (1979). Watching TV News As Para‐Social Interaction. Journal of Broadcasting & Electronic Media, 23(1), s. 69-80. McDonald, D. ve Hu, M. (2005). Loneliness, Perceived Reality and Parasocial Interaction. Paper presented at the meeting of the International Communication Association. Noguti, V. ve Russell, C. A. (2015). The Moderating Role of Social Norms on the Effects of Product Placement in Television Fiction: A Field Study in Brazil. Journal of Current Issues & Research in Advertising, 36(1), 20-34. Özdilek, A. O. (2011). Türk hukukunda ürün yerleştirme ve RTÜK yasa tasarısındaki düzenleme. Pazarlama ve İletişim Kültürü Dergisi, 10(35), 69-72. Perse, E. M. ve Rubin, A. M. (1990). Chronic loneliness and television use. Perse, E. M., ve Rubin, R. B. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16(1), 59-77. Pickett, R. (2012). Conflict management on the TV show house. Physician Exec., 38(3), 12–15. Schemer, C., Matthes, J., Wirth, W. ve Textor, S. (2008). Does “passing the courvoisier” always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos. Psychol. Mark., 25(10), 923–943. Schiappa, E., Allen, M. ve Gregg, P. B. (2007). Parasocial relationships and television: A meta-analysis of the effects. In R. Preiss, B. Gayle, N. Burrell, M. Allen, & J. Bryant (Eds.), Mass media effects research: Advances through meta-analysis (pp. 301–314). Mahwah, NJ: Erlbaum. Shiv, B., Edell, J. A. ve Payne, J. W. (1997). Factors affecting the impact of negatively and positively framed ad messages. Journal of Consumer Research, 24(3), 285-294. Till, B. D. Ve Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. J. Advert., 27(1), 67–82. Tsao, J. (1996). Compensatory media use: An exploration of two paradigms. Communication Studies, 47(1-2), 89-109. Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Commun. Q., 41(4), 443–453. Zeren, D., Paylar Ö.Z. (2014) Ürün Yerleştirme: Milenyum İtibariyle Türk Sinemasındaki Durum, Karahan Yayınevi, Adana. Zhou, L., ve Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020.
Toplam 1 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Vesile Çakır

Semra Akıncı

Yayımlanma Tarihi 30 Kasım 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 2 Sayı: 2

Kaynak Göster

APA Çakır, V., & Akıncı, S. (2017). PARA-SOSYAL İLİŞKİ TEORİSİ PERSPEKTİFİNDEN ÜRÜN YERLEŞTİRME ETKİLİLİĞİ. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 2(2), 210-228.