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Journals / Journal of Yasar University / 2016 / Cilt: 11 - Sayı: 44

ATTITUDES OF TURKISH UNIVERSITY STUDENTS TOWARDS QR CODE ADVERTISING

TÜRK ÜNİVERSİTE ÖĞRENCİLERİNİN KARE KOD REKLAMCILIĞA KARŞI TUTUMLARI

ELA SİBEL BAYRAK MEYDANOĞLU
Pages
291–301
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In addition, it was found out that the perceived value of QR code advertising has a positive effect on the attitude of youths in Turkey towards QR code advertising.

📌 3 Key Takeaways

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Objective & Hypothesis:QR (Quick Response) code is a novel technology that is popularly used within the framework of mobile advertising in recent years.
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Key Findings & Data:The developed model was tested through a face-to-face survey conducted among a group of 366 students who study in two different universities in Istanbul and the results were tested by Structural Equation Modeling (SEM).
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Conclusion & Impact:In addition, it was found out that the perceived value of QR code advertising has a positive effect on the attitude of youths in Turkey towards QR code advertising.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

QR (Quick Response) code is a novel technology that is popularly used within the framework of mobile advertising in recent years. For the success of QR code advertising campaigns consumers' attitudes toward QR codes are important elements. One of the major factors that determine the consumer attitude toward advertising is the perceived value of the advertising. The aim of this study is to analyze the mentioned relationship while studying the factors that affect the perceived value of an ad among youth in Turkey. In this context, the factors that affect the perceived value (entertainment, information, irritation,credibility) were modelled. The developed model was tested through a face-to-face survey conducted among a group of 366 students who study in two different universities in Istanbul and the results were tested by Structural Equation Modeling (SEM). It turned out entertainment, irritation and information are factors that have positive effects on the perceived value of a QR code ad among college students in Turkey. In addition, it was found out that the perceived value of QR code advertising has a positive effect on the attitude of youths in Turkey towards QR code advertising. It was found out that credibility influences the perceived advertising value negatively.

Özet

Kare kodlar, mobil reklamcılık çerçevesinde kullanımı son yıllarda popüler olan yeni bir teknolojidir. Kare kod reklam kampanyalarının başarılı olabilmesi için tüketicilerin kare kod reklamlara karşı tutumu önemli bir unsurdur. Reklama karşı tüketicinin tutumunu belirleyen önemli bir faktör ise reklamın algılanan değeridir. Mevcut çalışmanın amacı, Türkiye'de yaşayan gençler açısından söz konusu bu ilişkiyi ve reklamın algılanan değerini etkileyen faktörleri incelemektir. Bu bağlamda, çalışmada reklamın algılanan değerini etkileyen faktörler (eğlendirme, bilgilendirme, huzursuzluk, güvenilirlik) modellenmiş, geliştirilen model İstanbul'da iki farklı üniversitede öğrenim gören 366 öğrenciye yüz yüze anket tekniği ile uygulanmış ve anket sonuçları yapısal eşitlik modeli ile test edilmiştir. Eğlendirme, huzursuzluk ve bilgilendirme faktörlerinin, kare kod reklamcılığının değeri ile ilgili Türkiye'de öğrenim gören gençlerinin algılarını pozitif yönde etkilediği ortaya çıkmıştır. Ayrıca kare kod reklamcılığının algılanan değerinin Türkiye'deki gençlerinin kare kod reklamcılığa karşı tutumlarını da pozitif yönde etkilediği tespit edilmiştir. Güvenilirlik kare kod reklamların değerini negatif yönde etkilemektedir.

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Cite This Article

MEYDANOĞLU, E. S. B. (2016). ATTITUDES OF TURKISH UNIVERSITY STUDENTS TOWARDS QR CODE ADVERTISING. Journal of Yasar University, Cilt: 11 - Sayı: 44, 291–301. https://ajindex.com/articles/205141

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