SavedAdd your journal

Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2008 / Cilt: 26 - Sayı: 2

The Effects of Promotion Activities of Multinational Firms and Mass Media on Global Consumer Culture

Çok Uluslu İşletmelerin Tutundurma Faaliyetleri ve Kitle İletişim Araçlarının Küresel Tüketici Kültürü Üzerine Etkisi

Tülin URAL
Pages
257–274
Publication Date
2022-10-18
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

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

In the light of findings, suggestions are presented for marketing managers and researchers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to explain the effect of promotion activities of multinational firms and mass media on global consumer culture.
📊
Key Findings & Data:Globalization has changed the consumer buying behaviors and characteristics of consumer markets.
💡
Conclusion & Impact:In the light of findings, suggestions are presented for marketing managers and researchers.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

This study aims to explain the effect of promotion activities of multinational firms and mass media on global consumer culture. Globalization has changed the consumer buying behaviors and characteristics of consumer markets. Global consumer culture is defined as cultural entity not associated with a single country, but rather a larger group recognized as international. According to the findings of this empirical study conducted on university students is found that global consumer culture is shaped by the promotion activities of multinational firms and global mass media. In the light of findings, suggestions are presented for marketing managers and researchers.

Özet

Bu çalışma, çok uluslu işletmelerin tutundurma faaliyetleri ve kitle iletişim araçlarının küresel tüketici kültürü üzerindeki etkisini açıklamayı hedeflemektedir. Küreselleşme, tüketici pazarlarının özelliklerini ve tüketicilerin satın alma davranışını değiştirmektedir. Küresel tüketici kültürü, tek bir ülkenin değil, uluslararası olarak tanımlanan daha büyük grupların kültürel kimliği olarak tanımlanmaktadır. Öğrenciler üzerinde yapılan ampirik araştırmada, küresel tüketici kültürünün, çok uluslu işletmelerin tutundurma faaliyetleri ve kitle iletişim araçlarının etkisiyle şekillenmekte olduğu saptanmıştır. Bulgular ışığında, pazarlama yöneticileri ve araştırmacılara öneriler sunulmaktadır.

🔖

Cite This Article

URAL, T. (2022). The Effects of Promotion Activities of Multinational Firms and Mass Media on Global Consumer Culture. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 26 - Sayı: 2, 257–274. https://ajindex.com/articles/533194

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (15)

  1. Alden, D. L., J. E. M.Steenkamp and R. Batra (1999) “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture”, Journal of Marketing, January, 75–87.
  2. Appadurai, A. (1990) “ Disjuncture and Difference in the Global Economy”, Theory, Culture and Society, 7(2–3), 295–310.
  3. Arnett, J. J. (2002) “The Psychology of Globalization”, American Psychologist, 57(10), 774–83.
  4. Artun, E. (2007) “Popüler Türk Kültürünün Dünya Kültürlerine Etkisi”, turkoloji.cu.edu.tr. Bali, R. N. (2002), Tarz-I Hayattan Life Style’a Yeni Seçkinler, Yeni Mekânlar, Yeni Yaşamlar,.İstanbul:
  5. İletişim Yayınları.
  6. Batra, R., V. Ramaswamy, D. Alden, J. B. E. M. Steenkamp, and S. Ramachander (2000) “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries,” Journal of Consumer Psychology, 9(2), 83–95.
  7. Cleveland, M. and M. Laroche (2007) “Acculturaton to the Consumer Culture: Scale Development and Research Paradigm”, Journal of Business Research, 60, 249-259.
  8. Çavuşgil, S. T., P. Ghauri and M. Agarwal (2002)
  9. Doing Business in Emerging Markets, Thousand Oaks, CA: Sage. Çavuşgil, S. T., S. Deligönül and A. Yaprak (2005) “International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward”, Journal of International Marketing, 13(4), 1-27.
  10. Douglas, S. P. and S. C. Craig (1983) International Marketing Research. Englewood Cliffs, NJ: Prentice-Hall. Erusta, M. (2007) “İletişim Araçlarının Gençlere Dayatmaya Çalıştığı Bilginin Niteliği ve Küreselleşme-4”, http://muraterusta.blogcu.com/, [ 27.4.2006 ]. Ger, G. (1999) “Localizing in the Global Village: Local Firms Competing in Global Markets”, California Management Review, 41(4), 64-83.
  11. Ger, G, and R.W. Belk (1996) “I'd Like to Buy the World a Coke: Consumptionscapes of the ‘Less Affluent World’”, Journal of Consumer Policy, 19, September, 271-304.
  12. Griffith, D. A., M. Y Hu.and J.K. Ryans Jr. (2000) “Process Standardization across Intra- and Intercultural Relationships”, Journal of International Business Studies, 31(2), 303–324.
  13. Hannerz, U. (1990) “Cosmopolitans and Locals in World Culture”, in M. Featherstone (ed.), Global Culture: Nationalism, Globalization and Modernity, Thousand Oaks CA: Sage, 295–310.
  14. Hirschman, E. C. (1988) “The Ideology of Consumption: A Syntactical Analysis of ‘Dallas’ and ‘Dynasty’”, Journal of Consumer Research, 15(3), 344–59.
  15. Jones, J. P. (2006) Masallar ve Gerçeklerle Reklâmcılık, (Çev. A. Özer), İstanbul: M