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Journals / Business and Management Studies: An International Journal / 2016 / Cilt: 4 - Sayı: 1

THE EFFECTS OF MATERIALISM, SELF-CONGRUITY, INDIVIDUALISM ON ATTITUDE TOWARD AND INTENTION TO SHARE PERSONALIZED ADVERTISEMENT ON SOCIAL NETWORK SITES

MATERYALİZM, ÖZ-BENZEŞİM VE BİREYSELCİLİĞİN KİŞİSELLEŞTİRİLMİŞ REKLAMA YÖNELİK TUTUMLAR VE KİŞİSELLEŞTİRİLMİŞ REKLAMLARI SOSYAL AĞLARDA PAYLAŞMA NİYETİ ÜZERİNDEKİ ETKİLERİ

HAKAN CENGİZ
BEHÇET YALIN ÖZKARA
Pages
24–47
DOI
—
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AI Summary & Key Takeaways

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

The results indicate that self-congruity significantly and positively affects attitude toward personalized advertisement and intention to share those advertisements on SNS.

📌 3 Key Takeaways

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Objective & Hypothesis:Dr, Karabük Üniversitesi, İşletme Fakültesi, [email protected] Arş.
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Key Findings & Data:The obtained data from 144 social media users were used to estimate the structural equation model, using partial least squares throughSmartPLS 2.0.
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Conclusion & Impact:The results indicate that self-congruity significantly and positively affects attitude toward personalized advertisement and intention to share those advertisements on SNS.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

1 Yrd. Doç. Dr, Karabük Üniversitesi, İşletme Fakültesi, [email protected] Arş. Gör., Eskişehir Osmangazi Üniversitesi, İİBF Fakültesi, [email protected] main purpose of this study is to investigate the effects of materialism, individualism and self-congruity on the consumers' intention to share personalized advertisements on social network sites (SNS) and attitude toward such advertisements. For this purpose, using a snowball sampling technique, social media users were invited to participate the study and encouraged to forward the invitation to others. The obtained data from 144 social media users were used to estimate the structural equation model, using partial least squares throughSmartPLS 2.0. The results indicate that self-congruity significantly and positively affects attitude toward personalized advertisement and intention to share those advertisements on SNS. In addition, findings show that materialism and attitude toward such advertisements have a positive and significant effects on intention to share

Özet

Bu çalışmanın amacı tüketicilerin materyalizm, bireyselcilik ve öz-benzeşim düzeylerinin tüketici isimleri aracılığıyla kişiselleştirilmiş reklamlara yönelik tutumları ve bu tür reklamları sosyal ağlarda paylaşma niyetleri üzerindeki etkilerini incelemektir. Bu amaçla, verilerin toplanmasında kartopu örnekleme yöntemi benimsenmiş, sosyal medya üzerinden kullanıcılar çalışmaya davet edilmiş ve bu daveti ağlarındaki diğer kişilerle paylaşmaları istenmiştir. Çalışma kapsamında elde edilen 144 veri, Smart PLS paket programı aracılığıyla analiz edilmiştir. Araştırma sonuçları tüketicilerin markaya yönelik öz benzeşim düzeylerinin ilgili markanın kişiselleştirilmiş reklamlarına yönelik tutum ve ilgili reklamları sosyal ağlarda paylaşma niyeti üzerinde olumlu yönde anlamlı etkileri olduğuna işaret etmektedir. Ayrıca elde edilen bulgular, tüketicilerin materyalizm düzeyleri ve kişiselleştirilmiş reklama yönelik tutumlarının ilgili reklamları sosyal ağlarda paylaşma niyeti üzerinde olumlu yönde anlamlı etkileri olduğunu göstermektedir

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Cite This Article

CENGİZ, H., ÖZKARA, B. Y. (2016). THE EFFECTS OF MATERIALISM, SELF-CONGRUITY, INDIVIDUALISM ON ATTITUDE TOWARD AND INTENTION TO SHARE PERSONALIZED ADVERTISEMENT ON SOCIAL NETWORK SITES. Business and Management Studies: An International Journal, Cilt: 4 - Sayı: 1, 24–47. https://ajindex.com/articles/210730

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