Publication: İnternet dizilerinde ürün yerleştirmenin satın alma niyeti üzerindeki rolü
Abstract
Günümüzde tüketiciler birçok reklam mesajına maruz kaldıklarından dolayı, bu mesajları görmezden gelme eğilimindedirler. Bu nedenle markalar, reklam mesajlarını tüketicilere etkili bir şekilde iletebilecek ve tüketicilerin satın alma niyetleri üzerinde etki yaratabilecek yaratıcı bir reklam stratejisi olan ürün yerleştirme uygulamalarını kullanmaya başlamışlardır. Ürün yerleştirme stratejisi ile markaların ürün veya hizmetleri, çeşitli mecralara yerleştirilmektedir. Yakın bir zamanda ortaya çıkmış olmasına rağmen izlenme sayılarının oldukça fazla olduğu internet dizileri ise, geleneksel reklam mesajlarından kaçan tüketiciyi yakalamak için, markalar tarafından yeni bir ürün yerleştirme mecrası olarak kullanılmaya başlanmıştır. Bu bilgiler ışığında hazırlanan çalışmada, tüketicilerin internet dizilerindeki ürün yerleştirmelere yönelik tutumları ile internet dizilerine yerleştirilen ürünlere yönelik satın alma niyetleri incelenmiştir. Çalışmanın araştırma bölümünde, 350 kişi ile yapılan çevrimiçi anket çalışması sonucunda elde edilen veriler SPSS 20.0 ve Lisrel 8.51 programları kullanılarak analiz edilmiştir. Araştırma sonucunda, internet dizilerindeki ürün yerleştirmelere yönelik tutumları olumlu olan tüketicilerin, bir internet dizisinde gördükleri ürün yerleştirme yoluyla tanıtımı yapılan ürün, hizmet veya markaya yönelik satın alma niyetlerinin daha fazla olduğu tespit edilmiştir.
Consumers of today are exposed a large number of advertising messages and are thus inclined to disregard them. Therefore, brands have started to use product placements as a creative advertising strategy that effectively conveys advertising messages to the consumers and may have an influence on their purchase intention. Product placement strategy involves placing the products and services of brands into various channels. Web series, which have quite high ratings in contrary to their relatively short history, have been used by the brands as a new product placement channel through which consumers who prefer running away from conventional advertising messages can be captured. In this paper, written in the light of this information, consumers have been analyzed with regard to their attitude towards product placement in web series and their purchase intention to the products placed in web series. In the research part of the study, the data obtained from 350 people who have been surveyed online has been analyzed using SPSS 20.0 and Lisrel 8.51 software. The research has led to the conclusion that consumers who have positive attitudes towards product placement in web series are inclined to have stronger purchase intention to the product or service of brands that has been promoted by way of product placement they have seen in web series.
Consumers of today are exposed a large number of advertising messages and are thus inclined to disregard them. Therefore, brands have started to use product placements as a creative advertising strategy that effectively conveys advertising messages to the consumers and may have an influence on their purchase intention. Product placement strategy involves placing the products and services of brands into various channels. Web series, which have quite high ratings in contrary to their relatively short history, have been used by the brands as a new product placement channel through which consumers who prefer running away from conventional advertising messages can be captured. In this paper, written in the light of this information, consumers have been analyzed with regard to their attitude towards product placement in web series and their purchase intention to the products placed in web series. In the research part of the study, the data obtained from 350 people who have been surveyed online has been analyzed using SPSS 20.0 and Lisrel 8.51 software. The research has led to the conclusion that consumers who have positive attitudes towards product placement in web series are inclined to have stronger purchase intention to the product or service of brands that has been promoted by way of product placement they have seen in web series.