Buradasınız

Anasayfa » Content

TÜKETİCİLERİN SOSYAL AĞ SİTELERİNDEKİ REKLAMLARA YÖNELİK TUTUMLARININ SATINALMA DAVRANIŞLARI ÜZERİNE ETKİSİ: FACEBOOK ÖRNEGİ

THE EFFECT OF CONSUMERS'ATTITUDES TOWARDS SOCIAL NETWORK ADVERTISEMENTS ON PURCHASING BEHAVIOR: THE FACEBOOK EXAMPLE

Journal Name:

  • Uluslararası İktisadi ve İdari İncelemeler Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The social networks in internet are used as medium of communication and advertising by the firms for segmenting the market to be targeted and transferring the messages. These platforms help the firms to reach the potential customers and provide interactive, real time relationships with the current customers. Besides, by increasing the awareness among target market, they make contributions to the corporate reputation. The purpose of the research is to analyze the attitudes of active Facebook users towards the Facebook advertisements and the effects of these attitudes' on purchasing behavior. Via convenience sampling method and through internet, 409 usable questionnaire forms were collected from Facebook users. Findings indicated that the formation of consumer attitude is affected by the time spent in Facebook and consumer attention towards Facebook advertisements instead of Facebook visit frequency. The most important finding of the study is that negative attitudes towards Facebook advertisements are affecting the purchasing behavior negatively. In that respect, it is obvious that the usage of Facebook ad¬vertisements in the firms' promotion mix should be questioned.
Bookmark/Search this post with
Abstract (Original Language): 
İnternette yer alan sosyal ağ siteleri, birer iletişim ve reklam aracı olarak, hedef alınacak tüketicilerin gruplandırılmasında ve mesajların iletilmesinde firmalar tarafından kullanılmaya başlanmıştır. Bu siteler, firmaların mevcut müşterilerle gerçek zamanlı karşılıklı iletişim kurmalarını sağlayarak, potansiyel müşterilere ulaşmaya yardımcı olmaktadır. Ayrıca hedef kitle arasında bilinirliği artırarak, kurumsal itibara olumlu yönde katkı sağlamaktadır. Araştırmanın amacı, Facebook'u aktif olarak kullanan bireylerin Facebook'ta yayınlanan reklamlara yönelik tutumlarını ve bu tutumların satın alma davranışı üzerindeki etkisini incelemektir. Araştırmada kolayda örnekleme yöntemi ile internet ortamında Facebook kullanıcı¬larından 409 kullanılabilir anket elde edilmiştir. Araştırma sonunda elde edilen bulgular doğrultusunda, tüketici tutumunun oluşmasında Facebook'a girme sıklığının değil, Facebook'ta geçirilen zamanın ve Facebook reklamlarına yönelik tüketici dikkatinin etkili olduğunu ortaya koymuştur. Araştırmanın en dikkat çekici bulgusu, Facebook reklamlarına yönelik olumsuz tutumun satın alma davranışını olumsuz yönde etkilediğidir. Bu açıdan firmaların tutundurma karmalarına Facebook reklamlarını dahil etmeleri sorgulanması gereken bir kavram olarak karşımıza çıkmaktadır.
FULL TEXT (PDF): 
PDF icon arastrmx_194000_4_pp_159-182.pdf
  • 8
159-182
  • Turkish

JEL Codes:

REFERENCES

References: 

"Facebook
Advertisin
g Resources: The 6 Types of Ads on the New Home Page", İnternet adresi: http://www.insidefacebook.com/2008/10/30/facebook-advertising-resources-..., Erişim Tarihi: 12.07.2010.
AAKER,
David
S. ve Bruzzone E.
DONALD
(1985),
"Causes
o
f Irritation in Advertising", Journal of Marketing, 49 (2), 47-57.
AAKER, David S. ve N. DONALD (1982), "Characteristics of TV Commericals Perceived as Informative", Journal of Advertising Research, 22 (1),
61-70.
ACAR,
Ada
m S.ve Maxim POLONSKY (2007), "Online Social Networks and Insights into Marketing Communications", Journal of Internet Commerce, 6(4),
55-72.
BERGER, Ida E. ve Andrew A. MITCHELL (1989), "The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship", Journal of Consumer Research, 16(3), 269-279.
BOLOTAEVA,Victoria ve Cata TEUTA (2009), "Marketing Opportunities With Social Networks", Journal of Internet Social Networking and Virtual Communities, İnternet adresi: www.ibimapublishing.com/journals/JISNVC/2009/ 109111.pdf, Erişim Tarihi, 11.07.2010.
BRACKETT Lana K. ve Benjamin N. CARR, Jr. (2001), "Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes", Journal of Advertising Research, 23-32
Year:4 Number 8, Winter 2012 ISSN 1307-9832
Uluslararası İktisadi ve İdari İncelemeler Dergisi
179
BROWN, Steven P. ve M. Stayman DOUGLAS (1992), "Antecedents And Consequences of Attitude Toward The Ad: A Meta-Analysis", Journal of Consumer Research, 19(1), 34-51.
CAMPBELL Damon E. ve Ryan T. WRIGHT (2008), "Shut-Up I Don't Care: Understanding The Role Of Relevance And Interactivity On Customer Attitudes Toward Repetitive Online Advertising", Journal Of Electronic Commerce Research, 9(1), 62-76.
CHO, C. H. ve H. J. CHEON (2004), "Why Do People Avoid Advertising on the Internet?", Journal of Advertising, 33(4), 89-99.
CLEMONS Eric K., Steve BARNETT ve Arjun APPADURI (2007), "The Future of Advertising and the Value of Social Network Websites: Some Preliminary Examinations", İnternet adresi: opim.wharton.upenn.edu/~clemons/ blogs/socialnetsblog.pdf, Erişim Tarihi : 11.06.2010.
Çalışma ve Sosyal Güvenlik Bakanlığı, Asgari Ücretin Net Hesabı ve İşverene Maliyeti, İnternet adresi: http://www.csgb.gov.tr/csgbPortal/ShowProperty/WLP %20Repository/cgm/asgariucret/dokuman5, Erişim Tarihi, 10 Temmuz 2010.
DECOCK, Ben ve
Patric
k DE PELSMACKER (2001), "Emotions Matter: Reinventing Advertising", Excellence in International Research, İnternet adresi: http://www.esomar.nl/ Publications/excellence 2001, Erişim Tarihi: 21.01.2011
DUCOFFE, R.H. (1996),
"Advertisin
g Value and Advertising on the Web", Journal of Advertising Research, 36(5), 21-35.
EDWARDS, S.M., L. HAIRONG ve J. H. LEE, (2002), "Forced Exposure
and Psychological Reactance; Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads", Journal of Advertising, 31(3), 83-95.
FRANZEN Giep, Cindy GOESSENS ve Mary HOOGERBRUGGE (2005),
Reklam Tepki Matrisi, Fevzi Yalım (Çeviren), Giep Franzen (Derleyen), Reklamın Marka Değerine Etkisi, İstanbul: MediaCat.
GRIMES, Anthony (2008), "Towards an Integrated Model of Low Attention Advertising Effects: A Perceptual-Conceptual Framework", European Journal of Marketing, 42 (!/), 69-86.
HA, L. (2008), "Online Advertising Research in Advertising Journals: A Review", Journal of Current Issues and Research in Advertising, 30 (1),
HALEY, Russel I. ve Allan L. BALDINGER (1991), "The ARF Copy Research Validity Project", Journal of Advertising Research, 31 (April/May), 11-32.
HINI, Dean, Philip GENDALL ve Zane KEARNS (1995), "The Link between Environmental Attitudes and Behaviour", Marketing Bulletin, 6 (3), 22-31.
Yıl:4 Sayı:8, Kış 2012 ISSN 1307-9832
180
international Journal of Economic and Administrative Studies
HOMER, Pamela M. (1990), "The Mediating Role of Attitude Toward the
Ad: Some Additional Evidence", Journal of Marketing Research, 27(1), 78-86.
İSLAMOĞLU, Ahmet Hamdi (2009), Temel Pazarlama Bilgisi, Beta Basım Yayım Dağıtım A.Ş., İstanbul.
JENSEN, Morten Bach ve Anna Lund JEPSEN (2007), "Low Attention
Advertising
Processin
g in B2B Markets", Journal of Business & Industrial Marke¬ting, 22(5), 342-348.
KARSON Eric J., Samuel D. MCCLOY ve P. Greg BONNER (2006), "An
Examination of Consumers' Attitudes and Beliefs Towards Web Site Advertising", Journal of Current Issues and Research in Advertising, 28(2), 77-91
MACKENZIE, Scott, B. ve Richard J. LUTZ (1989), "An Empirical Examination of The Structural Antecedents Of Attitude Toward The Ad In An Advertising Pretesting Context", Journal of Marketing, 53(2), 48-65.
MACLEAN Diana ve Haoqi ZHANG (2007), "Advertising in Personalized Electronic Spaces", İnternet adresi: www.eecs.harvard.edu/cs199r/fp/DianaHaoqi. pdf, Erişim Tarihi: 12.06.2010.
MEHTA A ve S.
C.
PURVI
S (1995), "When Attitudes Towards Advertising in General Influence Advertising Success", Conference of American Academy of Advertising Norfolk, İnternet adresi: http://www.gallup-robinson.com/reprints/when attitudestowardsadvertising.pdf, Erişim Tarihi: 10.08.2008.
MEHTA Abhilasha (2000), "Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research, 67-72
NIELSEN (2009), Nielsen Global Online Consumer Survey, İnternet adresi : http://blog.nielsen.com/nielsenwire/wpcontent/uploads/2009/07/pr_globals...
09.pdf, 25.07.2010
ONAT Ferah ve Özlem Aşman ALİKILIÇ (2009), "Sosyal Ağ Sitelerinin Reklam ve Halkla İlişkiler Ortamları Olarak Değerlendirilmesi", Journal of Yasar
University, 3 (9), 1111-1143.
Research and Markets (2009), Social Network Ad Spending: 2010 Outlook, İnternet adresi : http://www.researchandmarkets.com/reports/1193940, Erişim Tari¬hi: 20.07.2010
SCHLOSSER, Ann E., Sharon SHAVITT ve Alaina KANFER (1999),
"Survey of Internet Users' Attitude Toward Internet Advertising", Journal of Interactive Marketing, 13(3).
SCOTT, David Meerman (2010), Pazarlama ve İletişimin Yeni Kuralları, Çev., Nadir Özata, MediaCat Kitapları, İstanbul.
Year:4 Number 8, Winter 2012 ISSN 1307-9832
Uluslararası İktisadi ve İdari İncelemeler Dergisi
181
SMITH, Robert E. ve William R. SWINYARD (1983), "Attitude-Behavior
Consistency: The Impact of Product Trial Versus Advertising", Journal of Marke¬ting Research, (20)3, 257-267.
SocialBakers, Turkey Facebook Statistics, İnternet adresi: www.socialbakers.com/facebook-statistics/turkey, Erişim tarihi:11.05.2010
Sosyal Medya Araştırması, İnternet adresi: http://www.socialmediatr.com/ blog/wpcontent/uploads/2010/04/SOSYAL_MEDYA_ARASTIRMASI_SONU%C3 %87LARI.pdf, Erişim tarihi:11.12.2010.
STEVENSON, J.S., G.C. BRUNER ve A. KUMAR (2000), "Webpage
Background And Viewer Attitudes", Journal of Advertising Research, 20, 29-34.
STONE, B.
(2010)
, "Arkadaşlarınızı Satın", Bloomberg Businessweek Tür¬kiye, 3-9 Ekim Sayısı
TELLIS, Gerard J. (1988), "Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice", Journal of Marketing Research, 25 (2),
134-144.
TENG, Lefa, Michel LAROCHE ve Huihuang ZHU (2007), "The Effects of
Multiple-Ads and Multiple-Brands on Consumer Attitude and Purchase Behavior", Journal of Consumer Marketing, 24(1), 27-35.
TODI, Mrinal (2008), "Advertising on Social Networking Websites", Wharton Research Scholars Journal, University of Pennsylvania, İnternet adresi: http://repository.upenn.edu/cgi/viewcontent.cgi?article=1054&context=wha...
earch_scholars, 12.06.2010.
TRUSOV, Michael, Anand V. BODAPATI ve Randolph E. BUCKLIN (2006), "Your Members Are Also Your Customers: Marketing for Internet Social Networks", Working Paper.
TSANG Melody M., Shu-Chun HO ve Ting-Peng LIANG, (2004),
"Consumer Attitudes Toward Mobile Advertising: An Empirical Study", International Journal of Electronic Commerce, 8(3), 65-78.
VURAL, Zerrin Beril
Akınc
ı ve Mikail BAT (2010), "Yeni Bir İletişim Or¬tamı Olarak Sosyal Medya: Ege Üniversitesi İletişim Fakültesine Yönelik Bir Araştırma", Journal of Yasar University, 20(5), 3348-3382.
WEINBERG, Tamar (2009), The New Community Rules: Marketing On The Social Web, Published by O'Reilly Media Inc.
WILLIAMSON, Debra A. (2009), Social Network Ad Spending: 2010 Outlook, E-Marketer Report, İnternet adresi: http://www.emarketer.com/Report.aspx? code=emarketer_2000621, Erişim Tarihi : 20.07.2010
Yıl:4 Sayı:8, Kış 2012 ISSN 1307-9832
İS2
international Journal of Economic and Administrative Studies
WOLIN, L. D., Korgaonkar PRADEEP ve Daulatram LUND (2002), "Beliefs, Attitudes and Behavior Towards Web Advertising", International Journal of Advertising, 21(1), 87-113.
YANG, Kenneth C.C. (2004), "A Comparison of Attitudes Towards Internet Advertising Among Lifestyle Segments in Taiwan", Journal of Marketing Communication, 10(3), 195-212.
YILDIRIM, Ali ve Hasan ŞİMŞEK (2008), Sosyal Bilimlerde Nitel Araştırma Yöntemleri, 7. Baskı, Seçkin Yayıncılık, Ankara.
YOO, S.J. ve J.
H.
KIM (2001),
"I
s the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media", Journal of Advertising Research, 41(6), 53-60.
YÜKSELEN, Cemal (2006), Pazar Araştırmaları, 3. Baskı, Detay Yayıncılık.
ZUCKERBERG, Mark (2007),
"Faceboo
k Social Advertising: Facebook Unveils Facebook Ads", İnternet adresi: http://www.facebook.com/press/releases. php?p=9176, Erişim Tarihi: 21.06.2010.
http://sosyalmedya.co/ulkelere-gore-sosyal-aglarda-gecirilen-ortalama-sure/,
Erişim Tarihi: 30.10.2011

Thank you for copying data from http://www.arastirmax.com