SOSYAL AMACA YÖNELİK PAZARLAMA REKLAMLARININ MARKAYA YÖNELİK TUTUM VE SATINALMA NİYETİNE ETKİSİ:ANADOLU ÜNİVERSİTESİ ÖĞRETİM ELEMANLARINA YÖNELİK BİR UYGULAMA / THE EFFECTS OF CAUSE RELATED MARKETING ADS ON THE ATTITUDE TOWARDS THE BRAND AND PURCHASE INTENTION: AN APPLICATION ON THE ACADEMIC STAFF OF ANADOLU UNIVERSITY

Öz

Nowadays, as a result of the increase in the needs of society and the impossibility that governments have to meet all of those needs, individuals expect the corporations to be sensitive and show social responsible behaviors towards the social cause. Furthermore, consumers’ prefering the corporate which are sensitive to the social cause while choosing the product causes the social responsibility activities to be necessity in marketing efforts. As a result of these trends, corporations give messages consisting of social responsibilitiy to their target audience by relating their product to a social cause. Cause related marketing is a kind of corporate social responsibility. In cause related marketing campaigns when the consumer purchases a product some amount of money they pay is donated to the cause. Drawing attention to cause related marketing and raising awareness about cause related marketing campaigns carry a lot of weight. It is expected that the concern of the world of business over cause related marketing campaigns will grow when the effect of cause related marketing ads on the customers has been exposed. Furthermore the research is important for drawing attention to the corporate social responsibility efforts. In this research, the attitudes of the individuals towards cause related marketing ads have been analyzed. In addition, the effect of their attitudes towards purchase intentions and brand attitudes in the context of Elaboration Likelihood Model (ELM) and how this effect varies depending on social cause involvement have been investigated. The research has been applied to the academic staff of Anadolu University. Firstly the social cause involvement of the academic staff has been investigated and they have been grouped as the ones whose social cause involvement levels are high and the ones whose social cause involvement levels are low. Two ads “one of which brand cause alignment is low and the other one of which brand cause alignment is high” have been shown to the academic staff. The attitudes of the subjects towards the ad, their brand attitudes and purchase intentions as well as the correlation with their attitudes towards cause related marketing ads have been measured. As a result it has been revealed that cause related marketing ads have a positive effect on brand attitudes and purchase intentions of the subjects.

Anahtar Kelimeler

• Cause Related Marketing, Advertising, Corporate Social Responsibility. Elaboration Likelihood Model, Attitude.

Sosyal Amaca Yönelik Pazarlama Reklamlarının Markaya Yönelik Tutum ve Satınalma Niyetine Etkisi: Anadolu Üniversitesi Öğretim Elemanlarına Yönelik Bir Uygulama

Öz

Son dönemlerde, toplumsal ihtiyaçların giderek artması ve devletin bu ihtiyaçları tam olarak karşılamasının mümkün olmaması nedeniyle, kurumların sosyal sorunlara duyarlı davranarak sosyal sorumluluk sahibi olmalarının önemi artmaktadır. Ayrıca tüketicilerin ürünleri seçerken sosyal sorunlara duyarlı kurumları tercih etmeleri, pazarlama çabalarında da sosyal sorumluluk faaliyetlerinin bir zorunluluk haline gelmesine neden olmaktadır. Bu eğilim nedeniyle, kurumlar, ürünlerle sosyal bir sorunu ilişkilendirerek hedef kitlelerine sosyal sorumluluk mesajları vermektedirler. Sosyal Amaca Yönelik Pazarlama (SAYP) bir kurumsal sosyal sorumluluk faaliyetidir. SAYP kampanyalarında; tüketici kampanyalı bir ürünü satın aldığı zaman ödediği ücretin bir kısmı sosyal bir sorunun çözümüne bağışlanmaktadır. Bu araştırmayla, SAYP kampanyalarına dikkat çekilmesi ve farkındalık yaratılması önem taşımaktadır. SAYP reklamlarının tüketici üzerindeki etkisinin ortaya konularak, iş dünyasının SAYP kampanyalarına olan ilgisinin artacağı öngörülmektedir. Ayrıca, araştırma kurumsal sosyal sorumluluk çabalarına dikkat çekmek açısından da önemlidir. Araştırmada, “Bireylerin Sosyal Amaca Yönelik Pazarlama Reklamlarına yönelik tutumlarını, Detaylandırma Olasılığı Modeli bağlamında markaya yönelik tutum ve satınalma niyetine yönelik etkisinin, sosyal sorun ilginliğine bağlı olarak nasıl değişim gösterdiği” değerlendirilmiştir ve Anadolu Üniversitesi öğretim elemanlarına yönelik uygulama yapılmıştır. Önce öğretim elemanlarının sosyal sorun ilginliği ölçülmüştür ve sosyal sorun ilginliği yüksek olanlar ve düşük olanlar olmak üzere iki gruba ayrılmıştır. Öğretim elemanlarına marka sorun uyumu düşük ve yüksek iki reklam gösterilmiştir. Katılımcıların reklama yönelik tutumları, markaya yönelik tutumları ve satınalma niyetleri; SAYP reklamlarına yönelik tutumlarının arasındaki ilişki ölçülmüştür. Sonuç olarak SAYP reklamlarının, katılımcıların markaya yönelik tutumlarını ve satınalma niyetlerini olumlu etkilediği ortaya konmuştur.

Anahtar Kelimeler

• Sosyal Amaca Yönelik Pazarlama, Reklam, Kurumsal Sosyal Sorumluluk, Detaylandırma Olasılığı Modeli, Tutum

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