Publication: Retro reklamların satın alma niyeti üzerindeki rolü
Abstract
Artan rekabet ortamı ile birlikte tüketici ihtiyaçlarını karşılamada yetersiz kalan pazarlama stratejileri yeni kavramların kazanılmasına neden olmuştur. Tüketici ile duygusal bağ kurmak isteyen markalar mesajlarını hedef kitlelerine ulaştırabilmeleri için reklamlarda retro unsurlardan yararlanmaktadır. Son yıllarda artan retro reklamlar işletmelerin ve markaların tüketicilerine ulaşması noktasında popüler bir araç haline gelmiştir. Tüketicilerin ilgisini çekmek üzere oluşturulan retro reklamlarda nostalji unsurundan yararlanılmaktadır. Bu bağlamda rakiplerinden ayrışabilmek ve tüketicilerin satın alma davranışlarını etkileyebilmek için markalar, retro reklam ile nostaljik duyguları harekete geçirmeyi amaçlamaktadır. Bu çalışmanın amacı, retro reklamlarda yer alan retro ürünlerin satın alma niyeti üzerindeki etkisini incelemektir. Çalışmanın uygulama bölümünde, araştırma Covid-19 pandemi sürecinde gerçekleştirildiği için veriler çevrimiçi sosyal medya platformları aracılığıyla toplanmıştır. 431 katılımcı ile yapılan çevrimiçi anket çalışması sonucunda elde edilen veriler SPSS 20.0 kullanılarak analiz edilmiştir. Yapılan araştırma sonucunda, retro reklamlarda yer alan retro ürüne yönelik satın alma niyetinin tüketici üzerinde etkili olduğu ortaya konulmuştur.
Along with the increasing competitive environment marketing strategies that are insufficient to meet consumer needs have led to the acquisition of new consepts. Brand that want to connect emotionally with the consumer use retro elements in ads so that they can deliver their messages to their target audince. In recent years, retro ads have become a popular tool for businesses and brands to reach their consumers. Retro ads created to a attract consumers benefit form the element of nostalgia. In this context, brands aimed to mobilize nostalgic emotions with retro advertising so that conpetitors can differentiate and changing consumer profile can affect their purchasing intentions. The purpose of this study is to examine the effect of retro products in retro advertisements on purchase intention. In the study’s implementation section, the data was collected through online social media platforms as the research was carried out in the Covid-19 pandemic process. The data obtained as a result of an online survey study with 431 participants was analyzed using SPSS 20.0 program. In the study, the role of buying intention with retro ads was examined, as a result of the research, It was found that retro ads affect consumers buying intention.
Along with the increasing competitive environment marketing strategies that are insufficient to meet consumer needs have led to the acquisition of new consepts. Brand that want to connect emotionally with the consumer use retro elements in ads so that they can deliver their messages to their target audince. In recent years, retro ads have become a popular tool for businesses and brands to reach their consumers. Retro ads created to a attract consumers benefit form the element of nostalgia. In this context, brands aimed to mobilize nostalgic emotions with retro advertising so that conpetitors can differentiate and changing consumer profile can affect their purchasing intentions. The purpose of this study is to examine the effect of retro products in retro advertisements on purchase intention. In the study’s implementation section, the data was collected through online social media platforms as the research was carried out in the Covid-19 pandemic process. The data obtained as a result of an online survey study with 431 participants was analyzed using SPSS 20.0 program. In the study, the role of buying intention with retro ads was examined, as a result of the research, It was found that retro ads affect consumers buying intention.