The effect of mobile phones placement in movies oncustomer purchase behaviour: A study of Turkish customers
Başlık çevirisi mevcut değil.
- Tez No: 715928
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: Reklamcılık, Advertising
- Anahtar Kelimeler: Product placement, brand placement, purchase behaviour, mobile phone sector, Turkey
- Yıl: 2018
- Dil: İngilizce
- Üniversite: The University of Glasgow
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 126
Özet
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Özet (Çeviri)
Marketers have always looked for creative ways to convey their messages to target audiences. However, their old tactic, traditional advertising, has begun to lose effectiveness over the last decade, as consumers began resisting communication by zapping the channel. Dealing with that obstacle combined with the search for creativity led to an even stronger tactic, product placement, which means embedding the advertisement into the video/movie. The mobile phone sector, on the other hand, is growing rapidly. The number of people buying new mobile phones and subscribing to mobile services increases daily. Sector managers constantly seek opportunities to not just sustain but increase growth in the marketplace. Hence, they aim their efforts at emerging markets, like Turkey, which ranks high in global indices, standing out among other emerging markets. Several studies in the literature have been conducted regarding product placement, yet the American viewpoint still dominates both the phenomenon and the literature. Since marketing communication became globally available worldwide, a question arose: What do people from different cultures think of product placement and what are its effects on them? To help respond to a part of this question, this dissertation aims at examining the effects of mobile phones` placement in movies on consumer purchase behaviour, with a particular view of Turkish society. The mobile phone industry is chosen due to its significance. A quantitative research method and descriptive single cross-sectional design is employed. The data is collected via an online questionnaire using a non-probability sample. It was revealed that Turks have a high positive attitude with regards to product placement. However, it has a weak relationship with brand awareness. Brand awareness has a strong correlation with both purchase intention and purchase behaviour, which are also strongly connected to each other. Moreover, Turks tend to prefer product placement over traditional TV ads, and product placement aids in creating brand awareness among Turks. Difficulty arises when attempting to transfer that brand awareness into purchase intention and hits the top in product adoption phase. Findings such as these may be an advantage to mobile phone brand managers, specifically for Apple and Samsung, which are found to dominate the Turkish mobile phone sector.
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