Examining of the Relationship between Consumer Attitudes and Purchasing Behavior towards Product Placements Included in Social Media Videos

Year 2023, Volume: 7 Issue: 3, 1345 - 1356, 29.09.2023

Muhammed Talha Narcı

https://doi.org/10.29023/alanyaakademik.1274472

Abstract

Bu çalışma, Türkiye'de sosyal medya videolarında yer alan ürün yerleştirmelerin satın alma davranışı üzerindeki etkisini belirlemeyi amaçlamaktadır. Karma araştırma yönteminin izlendiği araştırmada veri toplama tekniği olarak anket seçilmiş ve bu ankette demografik ifadelerin yanı sıra ürün yerleştirme ölçeği ve satın alma davranışı ölçeği ile ilgili sorular yer almaktadır. Çalışmanın konusuna göre uyarlanan anket, Türkiye'de 18 yaş üstü sosyal medya kullanıcılarına uygulanmış ve 432 yanıt alınmıştır. Elde edilen veriler, araştırma modeline göre oluşturulan hipotezlere göre SPSS ve Yapısal Eşitlik Modeli (YEM) programları kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre ürün yerleştirmenin sadece farkındalık boyutunun satın alma davranışı üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğu anlaşılmaktadır. Ayrıca ürün yerleştirme ölçeğinin etik, tutum ve kontrol alt boyutlarının bir diğer alt boyut olan farkındalık üzerindeki etkisi de incelenmiş ve sadece kontrol alt boyutunun farkındalık alt boyutu üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğu anlaşılmıştır.

Keywords

Ürün Yerleştirme, Tüketici Davranışı, Farkındalık, Tutum

Examining of the Relationship between Consumer Attitudes and Purchasing Behavior towards Product Placements Included in Social Media Videos

Abstract

This study aims to determine the effect of product placements in social media videos on purchasing behavior in Turkey. In the research, in which a mixed research method was followed, a questionnaire was chosen as the data collection technique, and in this questionnaire, there are questions about the product placement scale and the purchasing behavior scale as well as demographic expressions. The questionnaire, adapted according to the subject of the study, was applied to social media users over the age of 18 in Turkey, and 432 responses were received. The obtained data were analyzed using SPSS and Structural Equation Modeling (SEM) programs according to the hypotheses created about the research model. According to the results of the research, it is understood that only the awareness dimension of product placement has a statistically significant effect on purchasing behavior. In addition, the effect of the ethics, attitude, and control sub-dimensions of the product placement scale on awareness, which is another sub-dimension, was also examined and it was understood that only the control sub-dimension had a statistically significant effect on the awareness sub-dimension.

Keywords

Product Placement, Consumer Behavior, Awareness, Attitude

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