Tüketi̇ci̇leri̇n Instagram Reklamlarina Karşi Tutumlarinin Satin Alma Davranişlari Üzeri̇ndeki̇ Etki̇si̇: Y Ve Z Kuşaği Üzeri̇ne Bi̇r Araştirma

İnce, Mehmet; Bozyiğit, Sezen

doi:10.14514/byk.m.26515393.2018.6/2.39-56

Cited by 13 publications

(13 citation statements)

References 3 publications

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“…There are different social media platforms used today. One of the social media platforms is Instagram (İnce and Bozyiğit, 2018). Instagram is a social media tool where photos and videos are shared.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

“…Özcan and Akıncı (2017) stated that consumers mostly research the product they want to buy on social media before purchasing and they considered the recommendations about the relevant product. İnce and Bozyiğit (2018) stated that before purchasing a product, consumers do research on social media and carefully examine the user comments and features of that product.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

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Investigation of Factors Affecting Consumer Behaviors Before Purchase: A Research on Instagram Shoppers

Çelik¹,

Taş²

2021

isarder

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The rapid development of technology and the widespread use of digital platforms have led to an increase in online shopping. This study aims to investigate the factors affecting the pre-purchase consumer behavior of individuals who shop on Instagram.Design/methodology/approach -A questionnaire was distributed to individuals who shopped on Instagram to test the determined hypotheses. The questionnaire was created through Google Forms and the survey link was delivered to the participants via different electronic communication channels. The purpose of the study and by whom it was carried out was stated in the questionnaire. The questionnaire started with demographic questions. And it included scales of pleasure, suitability for lifestyle, informativeness, safety, and pre-purchase consumer behavior. The R program was used to reveal the demographic information and conduct confirmatory factor analysis and structural equation model analysis. SPSS 22 program was used to create the correlation matrix of the scales and to perform the reliability analysis. Findings -The structural equation model analysis revealed the standard error, z-value, p-value, Standardized β values. As a result of the analysis, all hypotheses were supported. In addition, the β coefficients and R 2 values among the variables were also examined and it was concluded that prepurchase consumer behavior was explained by pleasure, suitability for lifestyle, informativeness, and safety by 85.5% (R 2 = 0.855), and by other variables by 14.5%. Discussion -It was observed that most of the data obtained as a result of the analyzes supported the relevant literature. However, some findings specific to this study were also obtained. In line with the results of the analysis made in the research, various suggestions have been developed.

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Section: Conclusion and Discussionmentioning

confidence: 99%

Section: Conclusion and Discussionmentioning

confidence: 99%

Investigation of Factors Affecting Consumer Behaviors Before Purchase: A Research on Instagram Shoppers

Çelik¹,

Taş²

2021

isarder

View full text Add to dashboard Cite

show abstract

“…Instead, they prefer passive activism. İnce and Bozyiğit (2018) They were born in a world surrounded by smartphones, internet and social media. Therefore, they can use technology with competence.…”

Section: Consideringmentioning

confidence: 99%

Sustainable tourism: Gen Z?

Çalışkan

2021

Journal of Multidisciplinary Academic Tourism

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Tourism is a system that has social, environmental and economic impacts on a global scale. These impacts, which seem as a chronic problem especially in the balance of environment and economy, need to be evaluated from different perspectives. The concept "sustainable tourism" is an approach for overcoming problems associated with undesirable impacts. Economic gain, resource conservation and inter-and intra-generational equality are the core factors of this approach. Therefore, it is important to reinterpret it in terms of way to today's generation. This generation called Generation Z (Gen Z), have quite different characteristics from previous generations. As natives of the digital world Gen Z'ers, born and growing in a period of economic crises, wars and environmental problems. This innovative generation has a strong communication network, uses technology extensively and easily accesses information. Therefore, it is a significant subject of investigation for the applicability of the concept of sustainable tourism. In this study, the diverging and adaptive aspects of sustainable tourism and Gen Z are examined and various inferences have been made in the context of today's world.

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“…Sosyal medya reklamlarına ilişkin tüketici tutumlarının, satın alma davranışı üzerindeki etkisine yönelik yapılan çalışmaların (Aydın, 2016;Can & Kaya, 2016;Çağlıyan, Işıklar, & Hassan, 2016;Dehghani & Tumer, 2015;Hacıefendioğlu, 2011;İnce & Bozyiğit, 2018;Koçer & Koçkaya, 2016;Lee & Hong, 2016;Lin & Kim, 2016) daha çok sosyal medya reklamları, Facebook ve Instagram reklamları üzerinde yoğunlaştığı görülmektedir. Öte yandan YouTube reklamları üzerine yapılan araştırmalar ise (Aziza & Astuti, 2019;Dehghani, Niaki, Ramezani, & Sali, 2016;Karadeniz & Kocamaz, 2019;Nabila & Achyar, 2019;Yang, Huang, Yang, & Yang, 2017) son yıllarda artmıştır.…”

Section: Introductionunclassified

Tüketicilerin YouTube Reklamlarına Yönelik Tutumlarının Satın Alma Davranışı Üzerindeki Etkisi

Diker

2021

Selçuk İletişim

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The purpose of this study is to find out the effect of factors influencing consumers' attitudes towards the advertisements aired on Youtube on purchasing behavior. In the study, after explaining the importance of social media and YouTube advertising, and the consumers' attitudes towards advertisements conceptually, similar studies in the literature are scrutinized. Consumers aged 18 and above using YouTube in Turkey constitute the universe of research. To find out the effect of consumers' attitudes towards YouTube advertisements on purchasing behavior survey technique is used. In this sense, using convenience sampling method through social platforms such as Facebook, Twitter, LinkedIn, and WhatsApp throughout Turkey, an online survey is applied to gather the data of YouTube users. According to the findings of the study, it is seen that the factors (entertainment, informativeness, credibility, and irritation) affecting the attitudes towards YouTube advertisements influence the purchasing behavior directly and meaningfully. The most effective factor in the consumers' purchasing behavior is entertainment. There is a negative correlation between irritation factor and purchasing behavior. As long as the irritation in the advertisements decreases, a positive attitude towards purchasing behavior will increase.

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Tüketi̇ci̇leri̇n Instagram Reklamlarina Karşi Tutumlarinin Satin Alma Davranişlari Üzeri̇ndeki̇ Etki̇si̇: Y Ve Z Kuşaği Üzeri̇ne Bi̇r Araştirma

Cited by 13 publications

References 3 publications

Investigation of Factors Affecting Consumer Behaviors Before Purchase: A Research on Instagram Shoppers

Investigation of Factors Affecting Consumer Behaviors Before Purchase: A Research on Instagram Shoppers

Sustainable tourism: Gen Z?

Tüketicilerin YouTube Reklamlarına Yönelik Tutumlarının Satın Alma Davranışı Üzerindeki Etkisi

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