Z ve X kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tutum ve satın alma niyeti üzerine bir araştırma

Yıl 2023, , 171 - 189, 30.06.2023

Erol Ustaahmetoğlu , İsmail Tamer Toklu

https://doi.org/10.17218/hititsbd.1261049

Öz

Bu araştırmanın amacı, reklamlarda kullanılan bireyci ve kolektivist mesajların tüketicilerin tutum ve satın alma niyetleri üzerindeki etkisini belirlemektir. X ve Z kuşağında yer alan deneklerin yer aldığı bu çalışma, bireyci ve kolektivist kültürel değerlere sahip tüketicilerin, bireyci ve kolektivist mesaj içeren reklamlara karşı tutum, satın alma niyeti etkinliği arasındaki bağlantıları keşfetmek için tasarlanmış deneyin sonuçlarını raporlamaktadır. X kuşağı ve Z kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tepkilerinin ölçülmesi hedeflenmektedir. Hipotezleri test etmek için kolayda örnekleme yöntemi ile toplanmış verilerden yararlanılmış ve bağımsız örneklem t testi ve eşleştirilmiş örneklem t testi ile analizler yapılmıştır. Genel olarak Türkiye hala daha kolektivist kültürel değerlere sahip olmakla birlikte Z kuşağı üzerinde bireyci kültürel etkilerin daha baskın gözlemlenmiştir. Bu durum da Z kuşağı ile X kuşağı arasında reklamlara yönelik farklı tepkilerin geliştirmesine yol açmaktadır. Bulgular, reklam stratejilerini düzenlemede ve geliştirmede ilgili taraflara yardımcı olabilir veya rehberlik edebilir. Ulaşılan sonuçlar, X ve Z kuşağı için daha iyi reklam etkinliği yaratmada bireyci ve kolektivist kültür değişkenlerinin anlaşılmasını zenginleştirir. Türkiye’de Z ve X kuşağına mensup katılımcıların bireycilik/kolektivizm boyutuna dair eğilimlerini değerlendiren ilk çalışmalardan biridir.

Anahtar Kelimeler

Pazarlama İletişimi, Reklam Etkinliği, Reklam Mesajı, Kültürel Değerler, Z Kuşağı

Destekleyen Kurum

Yok

Proje Numarası

Yok

Teşekkür

Yok

A research on the attitudes and purchase intentions of the Z and X generations towards individualist and collectivist advertising messages

Öz

The purpose of this research is to determine the effect of individualist and collectivist messages used in advertisements on consumers' attitudes and purchase intentions. The study reports the results of an experiment designed to explore the links between the attitudes and purchase intentions of consumers with individualistic and collectivist cultural values towards advertisements with individualistic and collectivist messages. It is aimed to measure the responses of the X generation and Z generation to individualist and collectivist advertising messages. The data of the model created for the research were collected by using the convenience sampling method from the subjects in the X and Z generations by web-based survey method. In general, although Turkey is considered as a society with collectivist cultural values, it has been observed that individualistic cultural influences are more dominant on the Z generation. This may lead to the development of different responses to advertisements between the Z generation and the X generation. Findings can help and guide interested parties in organizing and improving their advertising strategies. The obtained results enrich the understanding of individualist and collectivist cultural variables in creating effective advertising for the X and Z generation. The research is also one of the first studies to evaluate the tendencies of the Z and X generation members regarding the individualism/collectivism dimension in Turkey.

Anahtar Kelimeler

Marketing Communication, Advertising Effectiveness, Advertising Message, Cultural Value, Z Generation

Proje Numarası

Yok

Kaynakça

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