The impact of advertisements onconsumer purchase intention during thecovid-19 pandemic: An examination of the Turkish telecommunication industry
Başlık çevirisi mevcut değil.
- Tez No: 717061
- Danışmanlar: DR. ARİNZE NWOBA
- Tez Türü: Yüksek Lisans
- Konular: Reklamcılık, Advertising
- Anahtar Kelimeler: Advertising, Covid-19 Marketing, Purchase Intention, Telecommunication Industry, Planned Behaviour Theory, PBT
- Yıl: 2020
- Dil: İngilizce
- Üniversite: Unıversıty Of Greenwıch
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
The aim of this study is to investigate the effect of advertising on purchase intention in telecommunication industry during COVID-19 pandemic. Advertisements are tools used by companies to promote the brand and product and are intended to reach the consumer. Advertising can be made using many different channels and content. This study examines the affects of advertisements of telecomunication companies during the covid-19 pandemic on purchase intention at Turkey with planned behaviour theory. As a result of the research, it was determined that the majority of consumers focused on 3 brands, these brands are, Turkcell, Vodafone and Turk Telekom. In addition, it was proven that the advertisements of these brands during the pandemic had a direct positive effect on the purchasing intentions of their consumers. It found traces of the theory of planned behavior in ads made by telecommunications companies in Turkey and has been proven that these ads have a direct impact on consumers' purchase intentions into.
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