Türkiye’de sosyal medya reklamcılığının genç tüketicilerin davranışlarına etkisi
Yükleniyor...
Dosyalar
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bilim ve teknolojinin gelişmesi ve internet teknolojisinin sürekli gelişmesi ile birlikte yeni iletişim yöntemleri de ortaya çıkmaktadır. İletişimin cep telefonları kadar popüler olduğu günümüzde, insanlar mobil internet sayesinde kolayca bilgiye ulaşabilmektedir ve sosyal ağlar sayesinde insanlar zaman ve mekan fark etmeksizin anlık iletiler aracılığıyla bilgi edinmeye başlamaktadır. Bu gelişmelere ek olarak insanların tüketim alışkanlıkları da değişmiş, internet ve sosyal medyayı kullanan kişiler de özelliklerine uygun sosyal medya ağlarına yönelmiş, sosyal medyadan beklentileri de değişmiştir.Bu araştırmanın amacı sosyal medya reklamcılığının genç tüketicilerin davranışlarına etkileri üzerinden yürütülen çalışma kapsamında genç tüketicilerinsosyal medya algısının bilinmesi önem arz etmektedir. Çalışmaya ilişkisel tarama modeli ve nicel araştırma modeli kullanılmıştır. Çalışmanın kavramsal bölümü literatürden faydalanarak hazırlanmış, rastgele seçilmiş 300 kişiye anket uygulanmıştır. Anketlerin elde edilen veriler çerçevesinde tanımlayıcı istatistiklerelde edilen bulgular yorumlanmıştır.Anahtar Kelimeler: Reklam, Sosyal medya, Tüketici, Davranış.
With the development of technology, internet technologies have developed, and accordingly, new forms of communication have emerged. Today, communication has become as widespread as mobile phones, people have become able to access information easily thanks to mobile internet, and they have started to obtain information through instant messages, regardless of time and place, thanks to the social networks they use. In addition to these developments, there have been changes in people's consumption habits, people using the internet and social media have also turned to social media networks suitable for their personal characteristics, and expectations from social media have changed.The aim of this research is to know the social media perception of young consumers within the scope of the study carried out on the effects of social media advertising on the behavior of young consumers. Relational survey model and quantitative research model were used in the research. The conceptual part of the study was prepared by making use of the literature, and a questionnaire was applied to 300 randomly selected people. Descriptive statistics were interpreted within the framework of the data obtained from the questionnaires.Keywords: Advertising, Social media, Consumer, Behavior.
With the development of technology, internet technologies have developed, and accordingly, new forms of communication have emerged. Today, communication has become as widespread as mobile phones, people have become able to access information easily thanks to mobile internet, and they have started to obtain information through instant messages, regardless of time and place, thanks to the social networks they use. In addition to these developments, there have been changes in people's consumption habits, people using the internet and social media have also turned to social media networks suitable for their personal characteristics, and expectations from social media have changed.The aim of this research is to know the social media perception of young consumers within the scope of the study carried out on the effects of social media advertising on the behavior of young consumers. Relational survey model and quantitative research model were used in the research. The conceptual part of the study was prepared by making use of the literature, and a questionnaire was applied to 300 randomly selected people. Descriptive statistics were interpreted within the framework of the data obtained from the questionnaires.Keywords: Advertising, Social media, Consumer, Behavior.
Açıklama
Tez (Yüksek Lisans) -- İstanbul Ticaret Üniversitesi -- Kaynakça var.
HF 6146.I58/H37
HF 6146.I58/H37
Anahtar Kelimeler
Internet advertising, İnternet reklamcılığı, Facebook (Electronic resource), Facebook (Elektronik kaynak), Internet marketing, İnternet pazarlama, Tüketici davranışı, Consumer behavior, Sosyal Bilimler
