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ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI

Year 2014, Volume: 32 Issue: 1, 113 - 141, 30.06.2014
https://doi.org/10.17065/huiibf.02839

Abstract

Bu çalısmanın amacı, sosyallesme araçlarından ebeveyn ve akranlarla iletisim sıklıgı ile televizyondaki dizi ve eglence programlarını seyretme sıklıgının ergenlerin ürün yerlestirmeye yönelik tutumuna ve yerlestirilen ürünlere yönelik davranıslarına etkisini arastırmaktır. Ayrıca, bu çalısma kapsamında, ergenlerin ürün yerlestirmeye yönelik tutumunun yerlestirilen ürünlere yönelik davranıslara etkisi de incelenmektedir. Bu kapsamda önerilen model Ankara’da ögrenim gören 15-19 yas aralıgındaki lise ögrencilerinde test edilmektedir. Uygulanan dogrusal regresyon analizleri sonucunda ergenlerin ebeveynleri ve akranları ile satın alma konularındaki iletisim sıklıgı ürün yerlestirmeye yönelik tutumu etkilemektedir. Ancak, televizyondaki dizi ve eglence programlarını seyretme sıklıgının ürün yerlestirmeye yönelik tutuma etkisi bulunmamaktadır. Ayrıca, yapılan lojistik regresyon analizine göre, sosyallesme araçlarından ebeveynler ve akranlar ile satın alma konularındaki iletisim sıklıgı, televizyondaki dizi ve eglence programlarını seyretme sıklıgı ve ürün yerlestirmeye yönelik tutum ergenlerin yerlestirilen ürünlere yönelik
davranıslarını etkilememektedir.

References

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ADOLOSCENTS' ATTITUDE TOWARD THE PRODUCT PLACEMENT AND THEIR BEHAVİOUR TOWARD THE PLACED PRODUCTS IN THE CONTEXT OF SOCIALİZATION AGENTS

Year 2014, Volume: 32 Issue: 1, 113 - 141, 30.06.2014
https://doi.org/10.17065/huiibf.02839

Abstract

Adoloscents' Attitude toward the Product Placement and Their Behaviour toward the Placed Products in the Context of Socialization Agents The purpose of this study is to investigate whether components of socialization agents such as parents influence, peer influence, frequency of watching television series and entertainment programmes affect attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed. Besides adolescents attitudes toward product placement and their behaviors in response to products placed are also investigated

References

  • Ajzen I., M. Fishbein (1977) “Attitude-Behavior Relations: A Theoretical Relations: A Theoretical Analysis and Review of Empirical Research”, Psychological Bulletin, 84(5), 888-918.
  • Ateşoğlu, İ., M. Türkkahraman (2009) “Çocukların Tüketici Olarak Sosyalleşmesi”, Süleyman Demirel Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(3), 215-228.
  • Atkinson, C. (2003) “Watchdog Group Hits TV Product Placements”. Advertising Age, 15 tvproductplacement/ 96352/
  • http://adage.com/article/news/watchdog-group-hits
  • Balasubramanian, S.K. (1994) “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues”, Journal of Advertising, 4, 29-46.
  • Balasubramanian, S.K., J.A. Karrh,. Patwardhan, H. (2006) “Audience Response to Product Placements”, Journal of Advertising, 35(3), 115-141.
  • Banerjee, S. (2009) “Marketing Communication Through Brand Placement: A Strategic Roadmap”, Journal of Marketing and Communication, 5(2), 4-22.
  • Brennan, S., P.J. Rosenberger, V. Hementera (2004) “Product Placements in Movies: An Australian Consumer Perspective on Their Ethicality and Acceptability”, Marketing Bulletin, 15(1), 1-16.
  • Bush, A.J., R. Smith, C. Martin (1999) “The Influence of Consumer Socialization Variables on Attitude Toward Advertising: A Comparison of African- Americans and Caucasians”, Journal of Advertising, 28(3), 13-23.
  • Caron, A., S. Ward (1975) “Gift Decision by Kids and Parents”, Journal of Advertising Research, 15(4), 15-20.
  • Churchill G.A., G.P. Moschis (1979) “Television and Interpersonel Influences on Adolescent Consumer Learning”, The Journal of Consumer Research, 6, 23- 35.
  • Corsaro, W.A., L. Fingerson (2006) “Development and Socialization in Childhood” in J. Delamater (ed.), Handbook of Social Psychology, Boston: Springer.
  • Cowley, E., C. Barron (2008) “When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence”, Journal of Advertising, 37(1), 89-98.
  • Daniels, M.J., M.D. Loda, W.C. Norman (2005) “Always on My Mind”, Journal of Travel and Tourism Marketing, 18(3), 1-10.
  • D’Astous, A., N. Seguin (1999) “Consumer Reactions to Product Placement Strategies in Television Sponsorship”, European Journal of Marketing, 33(9), 896-910.
  • DeLorme, D.E., L.N. ReidReviewed (1999) “Moviegoers’ Experience and Interpretations of Brands in Films Revisited”, Journal of Advertising, 28(2), 71-95.
  • Demirbaş, M., R. Yağbasan (2005) “Sosyal Öğrenme Teorisine Dayalı Öğretim Etkinliklerinin, Öğrencilerin Bilimsel Tutumlarının Kalıcılığına Olan Etkisinin İncelenmesi”, Uludağ Üniversitesi Eğitim Fakültesi Dergisi, 18(2), 363-382.
  • Derbaix, C., E. Leheut (2008) “Adolescent: Involvement in Product Categories and Attitude Toward Brands”, Recherche et Applications en Marketing, 23, 37- 64.
  • Donalt, F.R., G.F. Ulla, J.R. Victoria, B. Mollyann (1999) “Kids and New Media at the New Millenium”, A Kaiser Family Foundation Report, 10 Aralık 2012, http://www.kff.org/entmedia/loader.cfm?url=/commonspot/security/getfile.cfm &PageID=13263
  • Donaton, S. (2004) Zoraki Dostlar, İstanbul: Media Cat Yayınları, 22-23.
  • Dotson, M.J., E.M. Hyatt (2005) “Major Influence Factors in Children’s Consumer Socialization”, Journal of Consumer Marketing, 22(1), 35-42.
  • Erol, Ö. (2012) Ürün Yerleştirmeye Yönelik Tutum ve Yerlestirilen Ürünlere Yönelik Davranışlarının Sosyalleşme Araçları ile Açıklanması, Yayınlanmamış Yüksek Lisans Tezi, Ankara: Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü.
  • Fan, Y., Y. Li (2010) “Children’s Buying Behaviour in China: A Study of Their Information Sources”, Marketing Intelligence and Planning, 28(2), 170-187.
  • Ghazali, Z. (2011) “The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness”, International Journal of Management and Marketing Research, 4(1), 19-27.
  • Gupta, P.B., S.K. Balasubramanian, M.L. Klassen (2000) “Viewers’ Evaluations of Product Placement in Movies: Public Policy Issues and Managerial Implications”, Journal of Current Issues and Research in Advertising, 22(2), 41-52.
  • Gupta, P.B., S.J. Gould (1997) “Consumers’ Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences”, Journal of Current Issues and Research in Advertising, 19(1), 37-50.
  • Gould, S.J., P.B. Gupta, S. Grabner-Krauter (2000) “Product Placement in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers’ Attitudes Toward This Emerging, International Promotional Medium”, Journal of Advertising, 29(4), 41-58.
  • Gregorio, F., Y. Sung (2010) “Understanding Attitudes Toward and Behaviours in Response to Product Placement”, Journal of Advertising, 39(1), 83-96.
  • Gupta, P.B., S.J. Gould (1997) “Consumers’ Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences”, Journal of Current Issues and Research in Advertising, 19(1), 37-50.
  • Gupta, P.B., S.K. Balasubramanian, M.L. Klassen (2000) “Viewers’ Evaluations of Product Placement in Movies: Public Policy Issues and Managerial Implications”, Journal of Current Issues and Research in Advertising, 22(2), 41-52.
  • Hackley, C., R. Tiwsakul (2006) “Entertainment Marketing and Experiental Consumption”, Journal of Marketing Communications, 12(1), 63-75.
  • Hawkins, D.I., K.A. Coney (1974) “Peer Group Influences on Children’s Product Preferences”, Journal of the Academy of Marketing Science, 2(2), 322-331.
  • Hawkins, D.I., D.L. Mothersbaugh, R.J. Best (2007) Consumer Behavior: Building Marketing Strategy, London: McGraw-Hill/Irwin, 396.
  • Hayta, A.B. (2008) “Socialization of the Child as a Consumer”, Family and Consumer Sciences Research Journal, 37(2), 167-184.
  • Hong, S., Y.J. Wang, G. De Los Santos (2008) “The Effective Product Placement: Finding Appropriate Methods and Contexts for Higher Brand Salience”, Journal of Promotion Management, 14, 103-120.
  • Hota, M., R. McGuiggan (2006) “The Relative of Consumer Socialization Agents on Children and Adolescents: Examining the Past and Modeling the Future”, European Advances in Consumer Research, 7, 119-130.
  • Hudson, S., D. Hudson, J. Peloza (2007) “Meet the Parents: A Parents’ Perspective on Product Placement in Children’s Films”, Journal of Business Ethics, 80, 289- 304.
  • İkinci, Ö. (2011) “Reklamların Büyüyen Pazarı Çocuk Tüketiciler”, Tübitak Bilim ve Teknik Dergisi, 522, 66-69.
  • Jin, C., J. Villegas (2007) “The Effect of the Placement of the Product in Film: Consumers’ Emotional Responses to Humorous Stimuli and Prior Brand Evaluation”, Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 244-255.
  • John, D.R. (1999) “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research”, Journal of Consumer Research, 26(December), 183-213.
  • Kamaruddin, A.R., S. Mokhlis (2003) “Consumer Socialization, Social Structural Factors And Decison-Making Styles: A Case Study of Adolescent in Malaysia”, International Journal of Consumer Studies, 27(2), 145-156.
  • Karrh, J.A., K.T. Frith, C. Callison (2001) “Audience Attitudes Towards Brand (Product) Placement: Singapore and The United States”, International Journal of Advertising, 20, 3-24.
  • Kavak, B. (2008) Pazarlama Araştırmaları: Tasarım ve Analiz, Ankara: Hacettepe Üniversitesi Yayınları, 157-158.
  • Lachance, M.J., P. Beaudoin, J. Robitaille (2003) “Adolescents’ Brand Sensitivity in Apparel: Influence of Three Socialization Agents”, International Journal of Consumer Studies, 27(1), 47-57.
  • Law, S., K.T. Braun (2000) “I’ll Have What She’s Having: Gauging the Impact of Product Placements on Viewers”, Journal of Psychology&Marketing, 17(12), 1059-1075.
  • Lee, M., R.J. Faber (2007) “Effects of Product Placement in On-line Games on Brand Memory”, Journal of Advertising, 36(4), 75-90.
  • Lord, K.R., P.B. Gupta (2010) “Response of Buying-center Participants to B2B Product Placements”, Journal of Business and Industrial Marketing, 25(3), 188-195.
  • Matthes, J., C. Schemer, W. Wirth (2007) “More than Meets the Eye: Investigating the Hidden Impact of Brand Placements in Television Magazines”, International Journal of Advertising, 26(4), 477-503.
  • McLeod, M.J., Jr. G. O’Keefe (1972) “The Socialization Perspective and Communication Behavior” in F. G. Kline (ed.), Current perspective in mass communication research, Beverly Hills: Sage Publications. 132-133.
  • McKechnie, S.A., J. Zhou (2003) “Product Placement in Movies: A Comparison of Chinese and American Consumers’ Attitude”, International Journal of Advertising, 22, 349-374.
  • McNeal, J.U., M.J. Ji (1999) “Chinese Children as Consumers: An Analysis of Their New Product Information Sources”, Journal of Consumer Marketing, 16(4), 345-364.
  • Michener, H.A., J.D. DeLamater (1999) Social Psychology, (4th ed.), Orlando: Harcourt Brace College.
  • Milli Eğitim Bakanlığı (2012) Milli Eğitim İstatistikleri Örgün Eğitim 2010-2011, 15 Şubat 2013, http://sgb.meb.gov.tr/istatistik/meb_istatistikleri_orgun_egitim_2010_ 2011.pdf
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There are 78 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Beyza Gültekin

Özge Erol This is me

Publication Date June 30, 2014
Submission Date January 9, 2015
Published in Issue Year 2014 Volume: 32 Issue: 1

Cite

APA Gültekin, B., & Erol, Ö. (2014). ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 32(1), 113-141. https://doi.org/10.17065/huiibf.02839
AMA Gültekin B, Erol Ö. ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. June 2014;32(1):113-141. doi:10.17065/huiibf.02839
Chicago Gültekin, Beyza, and Özge Erol. “ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 32, no. 1 (June 2014): 113-41. https://doi.org/10.17065/huiibf.02839.
EndNote Gültekin B, Erol Ö (June 1, 2014) ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 32 1 113–141.
IEEE B. Gültekin and Ö. Erol, “ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 32, no. 1, pp. 113–141, 2014, doi: 10.17065/huiibf.02839.
ISNAD Gültekin, Beyza - Erol, Özge. “ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 32/1 (June 2014), 113-141. https://doi.org/10.17065/huiibf.02839.
JAMA Gültekin B, Erol Ö. ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2014;32:113–141.
MLA Gültekin, Beyza and Özge Erol. “ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 32, no. 1, 2014, pp. 113-41, doi:10.17065/huiibf.02839.
Vancouver Gültekin B, Erol Ö. ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2014;32(1):113-41.

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