İBRAHİM BOZACI, Rabia VİLDAN İŞCAN, İSMAİL GÖKDENİZ

Yeni Medyada Ürün Yerleştirmenin Ebeveynlerin Satın Alma Eğilimine Etkisi: Çocuk Videolarıyla İlgili Kırıkkale İlinde Bir Araştırma

Amaç – Ürün yerleştirme, tüketiciye pazarlama mesajlarının iletilmesinde kullanılan yöntemlerden biridir. Sosyal ağlar başta olmak üzere günümüzde gelişen ve kullanımı yaygınlaşan yeni medya araçları, ürün yerleştirmenin bu alanlarda da kullanılması sonucunu meydana getirmiştir. Bu araştırmanın amacı, sosyal ağlardaki çocuklara yönelik videolarda ürün yerleştirmelerin, ebeveynlerin videolardaki ürünleri satın alma eğilimine etkisini incelemektir. Yöntem – Yeni medyada ürün yerleştirmeyle ilgili çalışmaların genellikle internet tabanlı oyunlarla ilgili olduğu görülmektedir. Çalışmanın amacı kapsamında Kırıkkale ilinde 1-8 yaş arası çocuğu olan 200 ebeveynden birincil veriler kolayda örnekleme yöntemiyle toplanarak analiz edilmiştir. Bulgular – Yapılan analiz sonucunda; videolardaki markalara yönelik tutumlar, videolardaki ürünleri çocuğun satın alma talebi, reklam farkındalığı ve videolardaki ürünleri/markaları hatırlama değişkenlerinin; videolardaki ürünleri satın alma eğilimini pozitif yönde etkilediği tespit edilmiştir. Tartışma – Araştırma bulguları, sosyal medyada çocuklara yönelik ürün yerleştirmenin, ebeveynlerin satın alma eğilimlerini etkilemede önemli bir yöntem olabileceği fikrini desteklemektedir. Bu noktada, çocuk videolarındaki markalara yönelik olumlu tutum oluşturmanın işletmeler için yararlı olacağı söylenebilir.

The Effect of Product Placement in New Media on Parental Purchasing Tendency: A Research on Children's Videos in Kırıkkale Province

Purpose – Product placement is one of the methods used to deliver marketing messages to the consumer. New media tools, especially social networks, which are developing and becoming widespread today, have resulted in product placement in these areas as well. The aim of this study is to investigate the effect of product placement on videos for children in social networks on parents' tendency to purchase products in videos. Design/methodology/approach – Studies on product placement in new media are generally related to internet-based games. Within the scope of the aim of the study, primary data were collected from 200 parents with children aged between 1-8 years in Kırıkkale province by convenience sampling method and analyzed. Findings – As a result of the analysis, it has been found that; the attitudes towards brands in the videos, the request of the child to purchase the products in the videos, the awareness of advertising and the recall of the products / brands in the videos, has a positive effect on the tendency to purchase products in videos. Discussion – The findings of the study support the idea that placing products for children on social media can be an important method for influencing parents' purchasing tendencies. At this point, it can be said that creating a positive attitude towards brands in children's videos will be beneficial for businesses.

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