Publication: Yeni medya reklamları kapsamında Y kuşağının satın alma davranışı
Abstract
Günümüzde teknolojik olanakların artmasıyla birlikte yeni medya, insanların günlük yaşam pratikleri haline gelerek toplumsal hayatı her yönüyle çevrelemiştir. Bu mecralar tüketim toplumu için işlevsel bir rol edinen reklam sektörünü de oldukça etkilemiştir. Kurumlar ürün ve hizmetlerini tanıtmak amacıyla geleneksel ortamlara ek olarak yeni ortamlarda da tanıtım faaliyetlerine yönelirlerken Y Kuşağı olarak nitelendirilen bireyler bu mecralarda aktif olarak yer alarak tüketim faaliyetlerini yoğun bir şekilde gerçekleştirmeye başlamışlardır. Bu çalışmada Y kuşağı bireylerinin reklama yönelik genel inanışları ve demografik özellikleri göz önünde tutularak yeni medya reklamları açısından satın alma davranışları incelenmeye çalışılmıştır. Nicel araştırma yöntemi aracılığıyla genel tarama metodu kullanılarak yapılan bu çalışmanın sonuçlarında Y kuşağı bireylerinin satın alma davranışlarının yeni medya reklamlarından etkilendiği ortaya çıkarken, Y kuşağı bireylerinin reklama yönelik genel inanışlarının ve demografik özelliklerinin de satın alma davranışları üzerinde bir etkiye sahip olduğu görülmüştür.
With the increasing technological possibilities today, new media tools have become daily life practices of people and surrounded social life in every aspect. New media tools have also affected the advertising sector, which has a functional role for the consumer society. While institutions are turning to promotional activities in new environments in addition to traditional environments to promote their products and services, individuals who are qualified as Generation Y have actively participated in new media tools and started to perform their consumption activities intensively. In this study, considering the general beliefs and demographic characteristics of generation Y individuals, the purchasing behaviors of new media ads are examined. As a result of this study, which was carried out using the general scanning method through the quantitative research method, it was found that the purchasing behavior of the generation Y individuals was affected by the new media advertisements, while the general beliefs and demographic characteristics of the generation Y individuals are effected the purchasing behavior
With the increasing technological possibilities today, new media tools have become daily life practices of people and surrounded social life in every aspect. New media tools have also affected the advertising sector, which has a functional role for the consumer society. While institutions are turning to promotional activities in new environments in addition to traditional environments to promote their products and services, individuals who are qualified as Generation Y have actively participated in new media tools and started to perform their consumption activities intensively. In this study, considering the general beliefs and demographic characteristics of generation Y individuals, the purchasing behaviors of new media ads are examined. As a result of this study, which was carried out using the general scanning method through the quantitative research method, it was found that the purchasing behavior of the generation Y individuals was affected by the new media advertisements, while the general beliefs and demographic characteristics of the generation Y individuals are effected the purchasing behavior