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Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2014 / Cilt: 32 - Sayı: 1

ADOLOSCENTS' ATTITUDE TOWARD THE PRODUCT PLACEMENT AND THEIR BEHAVİOUR TOWARD THE PLACED PRODUCTS IN THE CONTEXT OF SOCIALİZATION AGENTS

ERGENLERİN ÜRÜN YERLEŞTİRMEYE YÖNELİK TUTUM VE YERLEŞTİRİLEN ÜRÜNLERE YÖNELİK DAVRANIŞLARININ SOSYALLEŞME ARAÇLARI İLE AÇIKLANMASI

Beyza GÜLTEKİN
Özge EROL
Pages
113–141
Publication Date
2014-06-30
DOI
—
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AI Summary & Key Takeaways

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

Besides adolescents attitudes toward product placement and their behaviors in response to products placed are also investigated

📌 3 Key Takeaways

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Objective & Hypothesis:Adoloscents' Attitude toward the Product Placement and Their Behaviour toward the Placed Products in the Context of Socialization Agents The purpose of this study is to investigate whether components of socialization agents such as parents influence, peer influence, frequency of watching television series and entertainment programmes affect attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed.
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Key Findings & Data:Adoloscents' Attitude toward the Product Placement and Their Behaviour toward the Placed Products in the Context of Socialization Agents The purpose of this study is to investigate whether components of socialization agents such as parents influence, peer influence, frequency of watching television series and entertainment programmes affect attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed.
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Conclusion & Impact:Besides adolescents attitudes toward product placement and their behaviors in response to products placed are also investigated
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Tüketici davranışı · ürün yerleştirme · tutum

Abstract

Adoloscents' Attitude toward the Product Placement and Their Behaviour toward the Placed Products in the Context of Socialization Agents The purpose of this study is to investigate whether components of socialization agents such as parents influence, peer influence, frequency of watching television series and entertainment programmes affect attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed. Besides adolescents attitudes toward product placement and their behaviors in response to products placed are also investigated

Özet

Bu çalısmanın amacı, sosyallesme araçlarından ebeveyn ve akranlarla iletisim sıklıgı ile televizyondaki dizi ve eglence programlarını seyretme sıklıgının ergenlerin ürün yerlestirmeye yönelik tutumuna ve yerlestirilen ürünlere yönelik davranıslarına etkisini arastırmaktır. Ayrıca, bu çalısma kapsamında, ergenlerin ürün yerlestirmeye yönelik tutumunun yerlestirilen ürünlere yönelik davranıslara etkisi de incelenmektedir. Bu kapsamda önerilen model Ankara’da ögrenim gören 15-19 yas aralıgındaki lise ögrencilerinde test edilmektedir. Uygulanan dogrusal regresyon analizleri sonucunda ergenlerin ebeveynleri ve akranları ile satın alma konularındaki iletisim sıklıgı ürün yerlestirmeye yönelik tutumu etkilemektedir. Ancak, televizyondaki dizi ve eglence programlarını seyretme sıklıgının ürün yerlestirmeye yönelik tutuma etkisi bulunmamaktadır. Ayrıca, yapılan lojistik regresyon analizine göre, sosyallesme araçlarından ebeveynler ve akranlar ile satın alma konularındaki iletisim sıklıgı, televizyondaki dizi ve eglence programlarını seyretme sıklıgı ve ürün yerlestirmeye yönelik tutum ergenlerin yerlestirilen ürünlere yönelik

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Cite This Article

GÜLTEKİN, B., EROL, Ö. (2014). ADOLOSCENTS' ATTITUDE TOWARD THE PRODUCT PLACEMENT AND THEIR BEHAVİOUR TOWARD THE PLACED PRODUCTS IN THE CONTEXT OF SOCIALİZATION AGENTS. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 32 - Sayı: 1, 113–141. https://ajindex.com/articles/670228

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