REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ

Yıl 2022, Cilt: 6 Sayı: 2, 316 - 343, 30.12.2022

Duran Kuru , Leyla Leblebici Koçer

Öz

Küreselleşmenin etkisiyle dünya çapında artan rekabet koşullarıyla karşı karşıya gelen firmalar, pazarda ayakta durabilmek ve rakipleriyle mücadele edebilmek için çeşitli stratejiler kullanmaktadır. Bu stratejilerden biri de, firmaların rakiplerinden farklılaşmak için kullandıkları reklam filmlerinde ünlü kişilere yer verilmesidir. Bu bağlamda çalışmada, reklam filminde oynayan ünlülere duyulan güvenin kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği üzerinde etkisi olup olmadığını ortaya çıkarmak amaçlanmıştır. Ayrıca çalışmada kurulan model üzerinde yaşın ve cinsiyetin düzenleyici değişken olarak etkisi de incelenmektedir. Araştırmanın ana kütlesi, Türkiye’de farklı bölgelerde bulunan televizyonda yayınlanan ünlülerin oynadığı reklamları izleyen 18 yaş ve üstü bireylerden oluşmaktadır. Ana kütleyi oluşturan bireyler arasından kolayda örnekleme yöntemiyle 421 kişiye ulaşılmış, 3 kişi araştırmaya katılma kriterlerini karşılamadığından araştırma dışı bırakılmış ve 418 kişi araştırmaya dâhil edilmiştir. Araştırmada online anket ile ulaşılan verilere SPSS ve SmartPLS paket programlarıyla analizler yapılmıştır. Analizler sonucunda reklam filminde oynayan ünlülere duyulan güvenin kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği üzerinde pozitif yönlü anlamlı bir etkisi olduğu bulunmuştur. Bir tüketicinin reklam filminde oynayan ünlülere duyulan güven düzeyi arttıkça kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği düzeylerinin artacağı söylenebilmektedir. Ayrıca araştırmada yaşın ve cinsiyetin tüm hipotezler üzerindeki ilişkisinde düzenleyici bir etkisinin bulunmadığı tespit edilmiştir.

Anahtar Kelimeler

Ünlülere Güven, Reklam Güvenilirliği, Marka Güvenilirliği, Kurumsal Güvenilirlik

MODERATOR EFFECT OF AGE AND GENDER ON THE EFFECTS OF TRUST IN FAMOUS PLAYERS ON CORPORATE RELIABILITY, BRAND RELIABILITY AND ADVERTISING RELIABILITY

Öz

Faced with the increasing competition conditions around the world with the effect of globalization, companies use various strategies in order to survive in the market and compete with their competitors. One of these strategies is to include famous people in commercials that companies use to differentiate themselves from their competitors. In this context, this study, it is aimed to reveal whether the trust in the celebrities who play in the commercial has an effect on the corporate credibility, brand credibility, and advertising credibility. In addition, the effect of age and gender as moderator variables on the model established in the study is also examined. The population of the research consists of individuals aged 18 and over who watch the advertisements played by celebrities broadcast on television in different regions of Turkey. Among the individuals constituting the main mass, 421 people were reached by convenience sampling method, 3 people were excluded from the research because they did not meet the criteria for participation in the research, and 418 people were included in the research. In the research, the data obtained through the online questionnaire were analyzed with SPSS and SmartPLS package programs. As a result of the analysis, it has been found that trust in the celebrities who play in the commercial has a positive and significant effect on the corporate credibility, brand credibility, and advertising credibility. It can be said that as the level of trust of a consumer in the celebrities playing in the commercials increases, the level of corporate credibility, brand credibility, and advertising credibility will increase. In addition, it was determined in the study that age and gender did not have a moderator effect on the relationship of all hypotheses.

Anahtar Kelimeler

Trust in Celebrities, Advertising Reliability, Brand Reliability, Corporate Reliability

Kaynakça

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