A research on the attitudes and purchase intentions of the  Z and X generations towards individualist and collectivist advertising messages

Erol Ustaahmetoğlu; İsmail Tamer Toklu

Makale detayları

A research on the attitudes and purchase intentions of the Z and X generations towards individualist and collectivist advertising messages

Yazarlar:

Erol Ustaahmetoğlu | İsmail Tamer Toklu

Yayıncı:

Hitit University

Ana Başlıklar:

Reklam | Satış Yönetimi | Tüketici Odaklı Ürün veya Hizmet Geliştirme

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.171-189

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295319

pISSN:

2757-7449

Anahtar kelimeler:

Özet:

 The purpose of this research is to determine the effect of individualist and collectivist messages used in advertisements on consumers attitudes and purchase intentions. The study reports the results of an experiment designed to explore the links between the attitudes and purchase intentions of consumers with individualistic and collectivist cultural values towards advertisements with individualistic and collectivist messages. It is aimed to measure the responses of the X generation and Z generation to individualist and collectivist advertising messages. The data of the model created for the research were collected by using the convenience sampling method from the subjects in the X and Z generations by web-based survey method. In general, although Turkey is considered as a society with collectivist cultural values, it has been observed that individualistic cultural influences are more dominant on the Z generation. This may lead to the development of different responses to advertisements between the Z generation and the X generation. Findings can help and guide interested parties in organizing and improving their advertising strategies. The obtained results enrich the understanding of individualist and collectivist cultural variables in creating effective advertising for the X and Z generation. The research is also one of the first studies to evaluate the tendencies of the Z and X generation members regarding the individualismcollectivism dimension in Turkey.

 The purpose of this research is to determine the effect of individualist and collectivist messages used in advertisements on consumers attitudes and purchase intentions. The study reports the results of an experiment designed to explore the links between the attitudes and purchase intentions of consumers with individualistic and collectivist cultural values towards advertisements with individualistic and collectivist messages. It is aimed to measure the responses of the X generation and Z generation to individualist and collectivist advertising messages. The data of the model created for the research were collected by using the convenience sampling method from the subjects in the X and Z generations by web-based survey method. In general, although Turkey is considered as a society with collectivist cultural values, it has been observed that individualistic cultural influences are more dominant on the Z generation. This may lead to the development of different responses to advertisements between the Z generation and the X generation. Findings can help and guide interested parties in organizing and improving their advertising strategies. The obtained results enrich the understanding of individualist and collectivist cultural variables in creating effective advertising for the X and Z generation. The research is also one of the first studies to evaluate the tendencies of the Z and X generation members regarding the individualismcollectivism dimension in Turkey.

 The purpose of this research is to determine the effect of individualist and collectivist messages used in advertisements on consumers attitudes and purchase intentions. The study reports the results of an experiment designed to explore the links between the attitudes and purchase intentions of consumers with individualistic and collectivist cultural values towards advertisements with individualistic and collectivist messages. It is aimed to measure the responses of the X generation and Z generation to individualist and collectivist advertising messages. The data of the model created for the research were collected by using the convenience sampling method from the subjects in the X and Z generations by web-based survey method. In general, although Turkey is considered as a society with collectivist cultural values, it has been observed that individualistic cultural influences are more dominant on the Z generation. This may lead to the development of different responses to advertisements between the Z generation and the X generation. Findings can help and guide interested parties in organizing and improving their advertising strategies. The obtained results enrich the understanding of individualist and collectivist cultural variables in creating effective advertising for the X and Z generation. The research is also one of the first studies to evaluate the tendencies of the Z and X generation members regarding the individualismcollectivism dimension in Turkey.

 Bu araştırmanın amacı, reklamlarda kullanılan bireyci ve kolektivist mesajların tüketicilerin tutum ve satın alma niyetleri üzerindeki etkisini belirlemektir. X ve Z kuşağında yer alan deneklerin yer aldığı bu çalışma, bireyci ve kolektivist kültürel değerlere sahip tüketicilerin, bireyci ve kolektivist mesaj içeren reklamlara karşı tutum, satın alma niyeti etkinliği arasındaki bağlantıları keşfetmek için tasarlanmış deneyin sonuçlarını raporlamaktadır. X kuşağı ve Z kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tepkilerinin ölçülmesi hedeflenmektedir. Hipotezleri test etmek için kolayda örnekleme yöntemi ile toplanmış verilerden yararlanılmış ve bağımsız örneklem t testi ve eşleştirilmiş örneklem t testi ile analizler yapılmıştır. Genel olarak Türkiye hala daha kolektivist kültürel değerlere sahip olmakla birlikte Z kuşağı üzerinde bireyci kültürel etkilerin daha baskın gözlemlenmiştir. Bu durum da Z kuşağı ile X kuşağı arasında reklamlara yönelik farklı tepkilerin geliştirmesine yol açmaktadır. Bulgular, reklam stratejilerini düzenlemede ve geliştirmede ilgili taraflara yardımcı olabilir veya rehberlik edebilir. Ulaşılan sonuçlar, X ve Z kuşağı için daha iyi reklam etkinliği yaratmada bireyci ve kolektivist kültür değişkenlerinin anlaşılmasını zenginleştirir. Türkiyede Z ve X kuşağına mensup katılımcıların bireycilikkolektivizm boyutuna dair eğilimlerini değerlendiren ilk çalışmalardan biridir.

Makale detayları

A research on the attitudes and purchase intentions of the Z and X generations towards individualist and collectivist advertising messages

Yazarlar:

Erol Ustaahmetoğlu | İsmail Tamer Toklu

Yayıncı:

Hitit University

Ana Başlıklar:

Reklam | Satış Yönetimi | Tüketici Odaklı Ürün veya Hizmet Geliştirme

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.171-189

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295319

pISSN:

2757-7449

Marketing Communication

Advertising Effectiveness

Advertising Message

Cultural Value

Z GenerationPazarlama İletişimi

Reklam Etkinliği

Reklam Mesajı

Kültürel Değerler

Z Kuşağı

Sayı

Makale detayları

Yazarlar: Erol Ustaahmetoğlu | İsmail Tamer Toklu

Yayıncı: Hitit University

Ana Başlıklar: Reklam | Satış Yönetimi | Tüketici Odaklı Ürün veya Hizmet Geliştirme

Dergi: Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.171-189

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001295319

pISSN: 2757-7449

Sayı

Yazarlar:

Erol Ustaahmetoğlu | İsmail Tamer Toklu

Yayıncı:

Hitit University

Ana Başlıklar:

Reklam | Satış Yönetimi | Tüketici Odaklı Ürün veya Hizmet Geliştirme

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.171-189

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295319

pISSN:

2757-7449