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Journals / Business and Management Studies: An International Journal / 2018 / Cilt: 6 - Sayı: 3

THE EFFECTS OF FACEBOOK, YOUTUBE AND INSTAGRAM ADVERTISEMENTS ON CUSTOMERS’ BRAND ATTITUDES

FACEBOOK, YOUTUBE VE INSTAGRAM REKLAMLARININ TÜKETİCİLERİN MARKAYA YÖNELİK TUTUMLARINA ETKİSİ

MUSTAFA KARADENİZ
İLKE KOCAMAZ
Pages
95–107
DOI
—
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AI Summary & Key Takeaways

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

This research aims to make a contribution to online advertising gap.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This research is based on the investigation of the effects of Facebook, Youtube and Instagram advertisements on consumers’ brand attitudes in terms of their trustworthiness, informativeness, hedonic motivation and economic benefit attributes.
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Key Findings & Data:For this purpose, a representative face to face survey has been conducted in the city of Istabul on 296 active users of Facebook, Youtube and Instagram between 2-27 April 2018.
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Conclusion & Impact:This research aims to make a contribution to online advertising gap.
🔬Design:Survey & Empirical Study
📍Scope:2018 Verileri
⚙️Variables:Domain Parameters

Abstract

This research is based on the investigation of the effects of Facebook, Youtube and Instagram advertisements on consumers’ brand attitudes in terms of their trustworthiness, informativeness, hedonic motivation and economic benefit attributes. For this purpose, a representative face to face survey has been conducted in the city of Istabul on 296 active users of Facebook, Youtube and Instagram between 2-27 April 2018. SPSS program has been used for frequency, reliability and correlation analyses. LISREL structural equation modelling has been used in order to test the significancy and reliability of our model. As a result of the analysis, goodness of fit indexes, t-values and standardized solution values have been analysed and it has been detected that the independent variables informativeness, hedonic motivation, trustworthiness and economic benefit have a significant effect on the dependent variable brand attitude. We found that the variable most effective on consumers’ brand attitude is informativeness and hedonic motivation, trustworthiness and economic benefit variables follow informativeness respectively. We conclude that companies should value each one of these variables accordingly, giving a priority to informativeness. This research aims to make a contribution to online advertising gap.

Özet

Facebook, Youtube ve Instagram üzerinden yapılan reklamların güvenilirlik, bilgilendirme, hedonik motivaston ve ekonomik fayda özelliklerinin tüketicilerin markalara yönelik tutumlarına etkisinin araştırılmasına yönelik İstanbul ilinde yaşayan ve Facebook, Youtube ve Instagram’ı aktif olarak kullanan 296 katılımcıya 2-27 Nisan 2018 tarihleri arasında yüz yüze anket uygulanmıştır. SPSS programı ile Frekans Analizi, Faktör Analizi, Güvenilirlik Analizi ve Korelasyon Analizi yapılmıştır. Modelin anlamlılık ve güvenilirliğini test etmek için ise LISREL yapısal eşitlik modeli kullanılmış, analiz sonucunda uyum iyiliği indeksleri, t değerleri ve standardize edilmiş çözüm değerleri incelenmiş ve Bilgilendirme, Hedonik motivasyon ve Güvenilirlik ve Ekonomik fayda bağımsız değişkenlerinin markaya yönelik tutum bağımlı değişkeni üzerinde anlamlı etkisi olduğu tespit edilmiştir. Markaya yönelik tutum bağımlı değişkenini en çok etkileyen bağımsız değişkenin Bilgilendirme olduğu bunu sırasıyla Hedonik motivasyon, Güvenilirlik ve Ekonomik fayda değişkenlerinin takip ettiği görülmüştür. Bu sonuca göre, işletmeler öncelikle bilgilendirme olmak üzere bu değişkenlerin her birine gereken önemi vermelidir. Bu çalışma çevrimiçi reklamcılık alanındaki boşluğa katkı sağlamayı amaçlamaktadır.

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Cite This Article

KARADENİZ, M., KOCAMAZ, İ. (2018). THE EFFECTS OF FACEBOOK, YOUTUBE AND INSTAGRAM ADVERTISEMENTS ON CUSTOMERS’ BRAND ATTITUDES. Business and Management Studies: An International Journal, Cilt: 6 - Sayı: 3, 95–107. https://ajindex.com/articles/352067

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