KADIN HEDEF KİTLE ÜZERİNDE REKLAMA YÖNELİK İNANCIN REKLAMA YÖNELİK GENEL TUTUMA ETKİSİNDE EĞİTİMİN ROLÜ

Öz

Reklam etkisi itibari ile tüketicinin markaya karşı tutum ve davranışlarında önemli bir yere sahiptir. Tüketici kadın/erkek ve bilinçli (eğitimli) olduğunda bireysel tüketimlerinde seçici davranabilmektedir. Dolayısıyla reklam faaliyetinin tüketicilerde cinsiyet, eğitim düzeyi ve inancın genel tutuma etkisinin derinlemesine incelenmesi önem arz etmektedir. Amaç: Bu çalışma kadın hedef kitleye yönelik reklam kampanyalarında eğitimin reklama olan inanç ve genel tutum üzerindeki düzenleyici rolünü incelemekte ve bu bağlamda pazarlamacılara yön gösterici bir kaynak sunmayı amaçlamaktır. Yöntem: Araştırmada kolayda örneklem yöntemi ile kapalı uçlu anket yöntemi kullanılmıştır. Anket 610 kadın katılımcı ile tamamlanmış ve veriler IBM® SPSS 24 ve IBM® AMOS 18 programları ile analiz edilmiştir. Öncelikle tamamlayıcı istatistikler yapılmış, sonrasında sırasıyla keşfedici ve doğrulayıcı faktör analizleri, geçerlik ve güvenilirlik analizleri, dağılım, korelasyon analizi ve son olarak hipotez testleri yapılmıştır. Analizlerin tamamında %95 güven aralığı tercih edilmiştir. Katılımcıların reklama inanç ve reklama yönelik tutum ölçeklerinden aldıkları puanın eğitime göre farklılaşıp farklılaşmadığına yönelik ANOVA testi yapılmıştır. Farklılığın tespit edilmesinden sonra varyansların homojenliği kontrol edilmiştir. Varyansların homojen olduğunun tespitinden sonra Tukey testi yapılmıştır. Bulgular: Eğitim durumlarına göre reklama yönelik inanç ve reklama yönelik tutum ölçeklerinden alınan puanlar arasında anlamlı bir farklılık tespit edilmiş ve eğitim seviyesi yükseldikçe reklama yönelik inancın ve reklama yönelik tutum puanlarının düştüğü tespit edilmiştir. Bu sonucun kadın hedef kitle seçilerek yapılacak reklam kampanyaları strateji ve yaratıcı süreçlerinde ve de bu alanda yapılacak araştırmalara önemli katkılar sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Tutum
• Reklam İnancı
• Eğitim Faktörü
• tüketici davranışı

The Role of Education in The Effect of Belief in Advertising On Women’s General Attitude towards Advertising

Öz

Advertising significantly influences consumers' attitudes and behaviors towards brands. When consumers are either male/female and educated (conscious), they can be selective in their individual consumptions. Therefore, it is important to thoroughly investigate the impact of advertising activities on consumers' gender, education level, and belief in general attitudes. Objective: This study examines the moderating role of education on belief in advertising and general attitude in advertising campaigns targeting female audiences, aiming to provide a guiding resource for marketers. Method: The study utilized a convenience sampling method with a closed-ended questionnaire. The questionnaire was completed by 610 female participants, and the data were analyzed using IBM® SPSS 24 and IBM® AMOS 18 software. Initially, descriptive statistics were conducted, followed by exploratory and confirmatory factor analyses, validity and reliability analyses, distribution, correlation analysis, and finally hypothesis testing. A 95% confidence interval was preferred for all analyses. An ANOVA test was conducted to determine if there was a significant difference in scores on the belief in advertising and attitude towards advertising scales according to education. After detecting a difference, the homogeneity of variances was checked. Once homogeneity was confirmed, a Tukey test was performed. Findings: Significant differences were found in scores on the belief in advertising and attitude towards advertising scales according to education level, with higher education levels associated with lower scores on both scales. It is believed that these findings will contribute significantly to the strategies and creative processes of advertising campaigns targeting female audiences and to research in this area.

Anahtar Kelimeler

• Attitude
• Advertising Belief
• Education Factor
• consumer behavior

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