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ENFORMASYON KAYNAGININ iNANILIRLIGI AQISINDAN DUYURUM VE REKLAMIN KARSILASTIRILMASINA YONELiK BiR ARA§TIRMA

A Comparison of Publicity and Advertising in Terms of Information Source Credibility

Journal Name:

  • İstanbul Üniversitesi İletişim Fakültesi Dergisi

Publication Year:

  • 2010

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Claims regarding the superiority of publicity over advertising are an important topic of discussion amongst public relations practitioners and some authors. Third party endorsement is generally put forward as an explanation of the effectiveness of publicity and information satisfaction in the consumer decision making process. Consequently a survey of 478 university students explores the credibility of publicity as opposed to advertising. Today's consumers live in a rapidly changing media environment in which they are able obtain product information from a variety of sources. As a result, participants are asked to evaluate not only advertising and publicity but also other information sources such as word of mouth and personal sale in terms of information satisfaction and source credibility. Participants are also asked to consider four different high-involvement products while evaluating these sources. The results suggest that generalizations should not be made about the superiority of publicity over advertising since gender, income levels, life style and consumption culture may affect the perceived credibility of these sources.
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Abstract (Original Language): 
Bir halkla ili§kiler araci olarak duyurumun kaynak inanirligi aqisindan reklama ustun oldugu konusu, halkla ili§kiler uygulayicilarinin ve bazi yazarlarin one surdugu bir gdru§tur. Ancak literaturde bu gdru§e destek verecek yeterli sayida ara§tirmanin olmadigi gorulmektedir. Ara§tirmanin amaci, bu nedenle, duyurum ve reklami enformasyon tatmini ve dolayisiyla kaynak inanilirligi aqisindan kar§i-la§tirmaktadir. Cali§ma, 478 universite ogrencisi uzerinde anket teknigi kullanilarak gerqekle§tirilmi§ tanimlayici bir ara§tirmadir. Anket formunda, gunumuz tuketicisinin karar verirken yalnizca reklam ve duyurumdan degil diger enformasyon kaynaklarindan da yararlanabilecegi goz onune alinarak, katilimcilardan degerlendirmelerini 12 farkli kaynagin bulundugu bir set uzerinden yapmalari isten-mi§tir. Katilimcilar bunun yaninda, yuksek ilgilenim grubuna ait dort farkli urun/hizmetin her biri iqin degerlendirmelerini tekrarlami§lardir. Veriler betimsel duzeyde incelenmi§, kar§ila§tirmali analiz-ler iqin Friedman test kullanilmi§tir. Genel olarak bakildiginda, iki kaynak arasinda onemli bir ustun-luk saptanmamakla birlikte, bazi degi§kenler aqisindan yapilan sorgulamalarda anlamli farklara ula-§ilmi§tir. Sonuqlar, duyurumun reklama olan ustunlugu konusunda genellemelere gitmek yerine, urun kategorisi, gelir, cinsiyet, ya§am stili ve tuketim kulturu gibi etkenlerin inanilirlik ve enformas-yon tatmini algisini etkileyebilecegini gosterir niteliktedir.
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  • 1
91-120
  • Turkish

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