The Socıo-Economıc Effects Of Tv Advertısement On Attıtudes And Motıvatıon Of Consumers: An Applıcatıon On Unıversıty Students
Journal Title: The Journal of International Scientific Researches - Year 2016, Vol 1, Issue 1
Abstract
The attitude of the purpose of TV ads work, advertising socio-economic (economic benefits, unwanted value, deceptive / falsehood) and consumers (price, materialism) the effects of university student motivation (incentive) is effective on the investigate whether it is available. From this point of Gumushane University study, 215 students were administered questionnaires. The survey of 207 questionnaires were filled out evaluation fort the 8 are missing. According to the results of the structural equation modeling analysis applied to variable undesirable values (ID) of TV commercials, deceptive / falsity (YAN) and materialism (MAT) the audience motivation (MOT) it was found between positive and meaningful relationships. In addition, the study result in price (FYT) and found to be negative and significant relationship between motivation audience. Earlier studies generally advertising and reflections on the socio-economic impact on the attitudes of consumers have been investigated separately. Unlike earlier studies, all of these variables were examined in the study as a whole and the audience (college students) have tried to the literature on contribute to the evaluation and reflection on motivation.
Authors and Affiliations
İbrahim Durmuş
Keywords
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- EP ID EP248154
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