AKTİVİST MARKA REKLAMLARININ TÜKETİCİLERİN MARKA TUTUMLARINA İLİŞKİN ÖNEMİ
Date
2022-01-19
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Abstract
Bu araştırmanın amacı aktivist marka reklamlarının tüketicilerin marka
tutumlarına ilişkin önemini değerlendirmektir. Araştırma kapsamında Ankara ilinde
yaşayan farklı demografik özelliklere sahip 12 katılımcı ile derinlemesine görüşmeler
yapılmıştır. Katılımcılara kartopu yöntemi ile ulaşılmıştır. Araştırmada veri toplama
aracı olarak yarı yapılandırılmış görüşme formu ve demografik bilgi formu
kullanılmıştır. Katılımcılar ile yapılan görüşmeler ses kayıt cihazıyla kayıt altına
alınmış ve daha sonra bu ses kayıtları deşifre edilmiştir. Verilerin analizi için nitel veri
analizi yöntemlerinden fenomenolojik analiz yöntemi kullanılmıştır. Fenomenolojik
analiz sonucunda aktivist marka reklamlarının tüketici görüşleri üzerine etkileri 3 ana
tema ve 7 alt tema altında toplanmıştır. Aktivist Markaları Destekleme ana temasına
dair alt temalar şu şekildedir: (1) Markayı satın almak, (2) Markayı kullanmaya devam
etmek, (3) Tavsiye etmek. Toplumsal fayda ana temasına dair alt temalar şu şekildedir:
(1) Farkındalık yaratmak ve toplumsal bilinci geliştirmek, (2) Sorunların çözümüne
katkı sunmak. Güvenilirlik ana temasına dair alt temalar şu şekildedir: (1) Marka
tutarlılığı, (2) Markaya ilişkin kişisel deneyim. Araştırma sonuçları aktivist marka
reklamlarının tüketicilerin markalara ilişkin tutumlarını olumlu yönde etkilediğini
göstermiştir. Katılımcıların çoğu aktivist marka reklamlarının kendilerinde o markayı
satın alma motivasyonlarını yükselttiğini ifade etmişlerdir; ayrıca katılımcıların
tamamı aktivist markaları çevrelerindeki diğer insanlara tavsiye edebileceklerini dile
getirmişlerdir. Aktivist marka reklamlarının tüketicileri satın alarak, kullanmaya
devam ederek veya tavsiye ederek markayı desteklemeye yönlendirdiği
görülmektedir. Katılımcılar aktivist markaların ve bu markaların reklamlarının
topluma fayda sağlayabileceğini düşündüklerini ifade etmişlerdir. Öte yandan, aktivist
markaların tüketicilerin güvenini kazanabilmek için aktivist amaçlarıyla uyumlu
şekilde hareket ederek tutarlı davranmaları gerektiği ve tüketicilere kaliteli ürünler
sunmaları gerektiği sonucuna ulaşılmıştır.
Description
The Importance of Activist Brand Advertising Regarding
Consumers' Brand Attitudes
ABSTRACT: The aim of this study is to evaluate the importance of activist brand advertisements regarding brand attitudes of consumers. In-depth interviews were conducted with 12 participants with different demographic characteristics living in Ankara. The participants were reached by snowball method. In the research, semi structured interview form and demographic information form were used as data collection tool. The interviews with the participants were recorded with a voice recorder and then these voice recordings were decoded. Phenomenological analysis method, one of the qualitative data analysis methods, was used for data analysis. As a result of the phenomenological analysis, the effects of activist brand advertisements on consumer opinions were gathered under 3 main themes and 7 sub-themes. The sub themes of the main theme of Supporting Activist Brands are: (1) To purchase the brand, (2) To continue using the brand, (3) To recommend it. The sub-themes of the main theme of Social Benefit are: (1) To raise awareness and improve social awareness, (2) To contribute to the solution of problems. Sub-themes on the main theme of Reliability are: (1) Brand consistency, (2) Personal experience with the brand. The results of the research showed that activist brand advertising positively affected the attitudes of consumers towards brands. Most of the participants stated that activist brand advertisements increased their motivation to buy that brand; In addition, all of the participants stated that they can recommend activist brands to other people around them. Activist brand advertising seems to drive consumers to support the brand by buying, continuing to use, or recommending it. The participants expressed that they think that activist brands and their advertisements can benefit the society. On the other hand, in order to gain the trust of consumers, it is concluded that activist brands must act consistently in line with their activist goals and provide quality products to consumers.
ABSTRACT: The aim of this study is to evaluate the importance of activist brand advertisements regarding brand attitudes of consumers. In-depth interviews were conducted with 12 participants with different demographic characteristics living in Ankara. The participants were reached by snowball method. In the research, semi structured interview form and demographic information form were used as data collection tool. The interviews with the participants were recorded with a voice recorder and then these voice recordings were decoded. Phenomenological analysis method, one of the qualitative data analysis methods, was used for data analysis. As a result of the phenomenological analysis, the effects of activist brand advertisements on consumer opinions were gathered under 3 main themes and 7 sub-themes. The sub themes of the main theme of Supporting Activist Brands are: (1) To purchase the brand, (2) To continue using the brand, (3) To recommend it. The sub-themes of the main theme of Social Benefit are: (1) To raise awareness and improve social awareness, (2) To contribute to the solution of problems. Sub-themes on the main theme of Reliability are: (1) Brand consistency, (2) Personal experience with the brand. The results of the research showed that activist brand advertising positively affected the attitudes of consumers towards brands. Most of the participants stated that activist brand advertisements increased their motivation to buy that brand; In addition, all of the participants stated that they can recommend activist brands to other people around them. Activist brand advertising seems to drive consumers to support the brand by buying, continuing to use, or recommending it. The participants expressed that they think that activist brands and their advertisements can benefit the society. On the other hand, in order to gain the trust of consumers, it is concluded that activist brands must act consistently in line with their activist goals and provide quality products to consumers.
Keywords
public relations and advertising