SOSYAL MEDYADA GÖRSEL PAYLAŞIMINDAN REKLAMCILIĞA: INSTAGRAM REKLAMLARININ GENÇ KULLANICILAR ÜZERİNE ETKİSİNE DAİR BİR ARAŞTIRMA
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Date
2016
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Open Access Color
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Abstract
Günümüz rekabet ortamında markalar ayakta kalabilmek ve tüketicilere ulaşabilmek adına yeni yöntemler aramaktadırlar. Sosyal ağlar ve özellikle Instagram markaların ürün ve hizmetlerini tanıtabilmeleri adına yenilikçi bir mecra olagelmektedir. Bu çalışma genç kullanıcıların Instagram reklamlarına tutumlarını ortaya koyabilmeyi amaçlamaktadır. Genç Instagram kullanıcılarının Instagram reklamları yönelik tutumlarını belirleyebilmek amacı ile 22 ifadeden oluşan bir anket uygulanmıştır. Araştırma sonuçlarına göre, Instagram reklamlarına yönelik tüketici tutumları üzerinde sırasıyla bilgilendiricilik ve eğlendiriciliğin olumlu bir etkisinin olduğu rahatsız ediciliğin ise olumsuz bir etkisinin olduğu görülmüştür
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İletişim-İşletme, İşletme, İletişim
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Gümüşhane Üniversitesi Sosyal Bilimler Dergisi
Volume
7
Issue
15
Start Page
107
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131
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