Hedonizmin ürün yerleştirmedeki satın alma davranışı üzerindeki etkisi
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Dosyalar
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde insanların süreklireklamlara maruz kalmasıyla beraber reklamda yaratıcı çözümler ve bu çözümler sonucunda yeni reklam yöntemleri ortaya çıkmıştır. Yeni iletişim teknolojilerinin artmasıyla beraber reklam verenler için de daha rekabetçi ortamlar oluşmuştur. Yeni iletişim teknolojileriyle beraber özellikle ürün yerleştirme kavramı önem kazanmıştır. Balasubramanian (1994: 31)’a göre ürün yerleştirme; markalı bir ürünün planlı veya plansız ve göze batmayan bir şekilde geleneksel medya ile yeni medya aracılığıyla kitlelerietkilemeye yönelik bir mesaj olarak ücretli veya ücretsiz olarak yayınlanmasıdır.Reklam verenlerin bu ortama yönelmesinin temel nedeni, tüketicinin, televizyon/çevrimiçi dizilerde veya filmlerde marka ve markayı kullanan kişilerle kendini özdeşleştirmesidir. Bu çalışmada, Arnold ve Reynolds (2003)’un çalışması temel alınmıştır ve çalışmanın temeli de ürün yerleştirme ile hazsal satın alma davranışı motivasyonlarıdır. Hedonizmin, televizyon dizileri, programları ve online ortamlarda yapılan ürün yerleştirmeler sonucun da satın alma davranışı üzerindeki etkisi araştırılmıştır. Çalışma, İstanbul Ticaret Üniversitesi İletişim Fakültesi’de eğitim gören 18-25 yaş arası 254 öğrenci üzerinde anket yöntemiyle yapılmıştır. Çalışmanın varsayımı; televizyon dizileri, programları ve online ortamlarda yapılan ürün yerleştirmelerin öğrenciler üzerindeki hedonik satın alma davranışı üzerinde etkisinin olup olmadığıdır. Bu varsayımlar doğrultusunda hipotezler oluşturulmuştur. Bu doğrultuda yapılan anket çalışmasının sonucunda görülen, televizyon dizileri, programları ve online ortamlarda yapılan ürün yerleştirmelerin öğrenciler üzerindeki hedonik satın alma davranışı üzerinde etkisinin bulunmasıdır.
Nowadays people are constantly exposed to adverts and so new advertising solutions have been put forward. As a result of these, new ways of advertising have also been invented.The rise of new new methods of communication has led to a serious competition amongst advertisers.The rise of new technology has especially highlighted the importance of the consept of product placement. According to Balasubramanian (1994: 31) product placement is; the unplanned of planned method of using traditional media to help a product reach the target audiences. It is done in a way that doesn’t make the viewers feel like they are being advertised to. This may or may not be paid for. Advertisers usually prefer this method of advertising because viewers of Television shows usually feel close to the people who are using the placed brands. They relate with them and so are organically pursued to buy the product. In this research, Arnold and Reynolds’ work (2003) was taken into consideration and the motivation of buying and buying behavior on the basis of product placement were assesed. The effect of Product placements based on Hedonism, television shows, programs and online platforms were also researched. A questionaire targeting İstanbul Ticaret University Bachelor of Communication students between the ages of 18-25 was distributed. 254 students responded to the questionnaire. The assumption of the research was that product placements done on TV Shows, programs and online platforms have a hedonic impact on the buying behavior of students. These assumptions led to several hypotheses. It was observed at the end of the research (the results of the questionnaire) that product placements done on Television shows,programs and online platforms do indeed have an impact on the hedonic buying habits of students.
Nowadays people are constantly exposed to adverts and so new advertising solutions have been put forward. As a result of these, new ways of advertising have also been invented.The rise of new new methods of communication has led to a serious competition amongst advertisers.The rise of new technology has especially highlighted the importance of the consept of product placement. According to Balasubramanian (1994: 31) product placement is; the unplanned of planned method of using traditional media to help a product reach the target audiences. It is done in a way that doesn’t make the viewers feel like they are being advertised to. This may or may not be paid for. Advertisers usually prefer this method of advertising because viewers of Television shows usually feel close to the people who are using the placed brands. They relate with them and so are organically pursued to buy the product. In this research, Arnold and Reynolds’ work (2003) was taken into consideration and the motivation of buying and buying behavior on the basis of product placement were assesed. The effect of Product placements based on Hedonism, television shows, programs and online platforms were also researched. A questionaire targeting İstanbul Ticaret University Bachelor of Communication students between the ages of 18-25 was distributed. 254 students responded to the questionnaire. The assumption of the research was that product placements done on TV Shows, programs and online platforms have a hedonic impact on the buying behavior of students. These assumptions led to several hypotheses. It was observed at the end of the research (the results of the questionnaire) that product placements done on Television shows,programs and online platforms do indeed have an impact on the hedonic buying habits of students.
Açıklama
2. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme
Anahtar Kelimeler
Ürün Yerleştirme, Hedonizm, Satın Alma Davranışı, Product Placement, Hedonism, Shopping
Kaynak
2. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
2
