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Journals / Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2021 / Cilt: 5 - Sayı: 2

THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING

Süleyman Can YILDIRIR
Pages
37–52
Publication Date
2021-12-31
DOI
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AI Summary & Key Takeaways

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

With the correct and creative remarketing practices, a positive effect can be created in the attitudes of the consumers and the purchase intent and behaviors can be directed.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The development of technology and social media tools has led to major changes in advertising as well as in many other areas.
📊
Key Findings & Data:Both businesses and advertisers have reshaped their strategies on social networks and kept up with this big change.
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Conclusion & Impact:With the correct and creative remarketing practices, a positive effect can be created in the attitudes of the consumers and the purchase intent and behaviors can be directed.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Sosyal Medya · Reklam · Yeniden Pazarlama

Abstract

The development of technology and social media tools has led to major changes in advertising as well as in many other areas. Both businesses and advertisers have reshaped their strategies on social networks and kept up with this big change. The study aims to examine the attitudes and intentions of social media users towards advertisements on social media sites and to define their relationship with purchasing behavior. Also besides, it was aimed to determine the effect of the demographic characteristics of social media users on remarketing applications. The questionnaire prepared by following per under this aim was applied to 1209 social media users who were selected by convenience sampling method. As a result of the research, it was understood that it would be appropriate to obtain approval from the users to eliminate the inconveniences of the users in the advertising activities carried out on social networks through remarketing applications. With the correct and creative remarketing practices, a positive effect can be created in the attitudes of the consumers and the purchase intent and behaviors can be directed.

Özet

Teknolojinin ve sosyal medya araçlarının gelişimi birçok alanda olduğu gibi reklamcılıkta da büyük değişimlere yol açmıştır. Hem işletmeler hem de reklamverenler sosyal ağlarda stratejilerini yeniden şekillendirdiler ve bu büyük değişime ayak uydurdular. Çalışma, sosyal medya kullanıcılarının sosyal medya sitelerinde yer alan reklamlara yönelik tutum ve niyetlerini incelemeyi ve satın alma davranışı ile ilişkisini tanımlamayı amaçlamaktadır. Ayrıca sosyal medya kullanıcılarının demografik özelliklerinin yeniden pazarlama uygulamalarına etkisinin belirlenmesi amaçlanmıştır. Bu amaç doğrultusunda hazırlanan anket, kolayda örnekleme yöntemiyle seçilen 1209 sosyal medya kullanıcısına uygulanmıştır. Araştırma sonucunda, yeniden pazarlama uygulamaları ile sosyal ağlar üzerinde gerçekleştirilen reklam faaliyetlerinde kullanıcıların mağduriyetlerinin giderilmesi için kullanıcılardan onay alınmasının uygun olacağı anlaşılmıştır. Doğru ve yaratıcı yeniden pazarlama uygulamaları ile tüketicilerin tutumlarında olumlu etki yaratılarak satın alma niyet ve davranışları yönlendirilebilir.

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Cite This Article

YILDIRIR, S. C. (2021). THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 5 - Sayı: 2, 37–52. https://ajindex.com/articles/795003

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