Abartılı Reklamların ve Reklama Yönelik Şüphenin Marka Tutumuna, Satın Alma Niyetine ve Marka Güvenine Etkisi
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DOI:
https://doi.org/10.5281/zenodo.8127497Anahtar Kelimeler:
Abartılı Reklamlar, Reklama Yönelik Şüphe, Marka Güveni, Müşteri Tutumu, Satın Alma NiyetiÖzet
Günümüzdeki tüketicilerin önemli bölümü sosyal medya araçlarından en az birini kullanmaktadır. Var olan ve muhtemel tüketicilerin yoğun olarak yer aldığı bu platformda firmaların olmaması düşünülemez. Sosyal medya platformlarındaki reklamlar pozitif birçok durumun yanında negatif sonuçlarında meydana gelmesine neden olabilir. Özellikle ürünü öne çıkarma çabasıyla yapılan iyi düşünülmemiş reklamlarda bu durumların yaşanma ihtimali daha yüksektir. Hatalı reklamlar sonucunda tüketicilerde oluşan şüphe algılamaları firmaların önündeki en büyük handikaptır. Buradan hareketle bu araştırmanın amacı sosyal medya reklamlarına yönelik şüphenin öncüllerinin ve sonuçlarının belirlenmesidir. Araştırmanın örneklemini sosyal medya kullanıcıları oluşturmaktadır. Sosyal medya araçları üzerinden anketler çevrimiçi olarak Türkiye’deki sosyal medya kullanıcılarına gönderilmiştir. Elde edilen 407 veri IBM SPSS 21.0 ve AMOS 24 istatistik programları ile analiz edilmiştir. Araştırma amacı ve modeli doğrultusunda DFA (doğrulayıcı faktör analizi, korelasyon analizi ve YEM (yapısal eşitlik modeli) analizi yapılmıştır. Sonuç olarak abartı reklamların reklama yönelik şüpheyi pozitif, reklama yönelik şüphenin ise marka tutumunu, marka güvenini ve satın alma niyetini negatif olarak etkilediği belirlenmiştir. Ayrıca araştırma sonuçları ile literatür karşılaştırılıp, pazarlama yöneticileri ve pazarlama araştırmacılarına önerilerde bulunulmuştur.
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