TELEVİZYON DİZİLERİ VE FİLMLERDE ÜRÜN YERLEŞTİRMEYE YÖNELİK GENÇ TÜKETİCİLERİN TUTUMLARINA İLİŞKİN BİR NİTEL ARAŞTIRMA1

Pazarlama iletişimi araçlarının artması, tüketicilerin pek çok kanalla etkileşim halinde olmasını sağlayarak seçenekleri çoğaltmıştır. Bu durum, potansiyel müşterilerle verimli iletişim kurmanın da zorlaşmasına neden olmaktadır. Dolayısıyla rekabet avantajının korunabilmesi için pazarlama iletişiminde yeni araçları kullanma arayışı devam etmektedir. Bu yeni ve gelişmekte olan yöntemlerden birisi de ürün yerleştirmedir. Bu çalışmada, dizi ve filmlerde ürün yerleştirmeye yönelik genç tüketicilerin tutumları incelenmiş ve kategorilendirilmiştir. Çalışmada nitel veri kullanılmış ve veriler içerik analiziyle betimsel analiz yöntemleriyle analiz edilmiştir Elde edilen kategoriler ürün yerleştirmenin hissettirdikleri, ürün yerleştirme etkisi, etik ve satın almaya dair görüşlerdir. Tüketici tutumlarının olumlu ve olumsuz yönlerinin birlikte ele alındığı çalışmada, her bir tema için alt kategoriler de belirlenmiştir

A QUALITATIVE RESEARCH ON THE YOUNG CONSUMERS’ ATTITUDES TOWARDS PRODUCT PLACEMENT IN TELEVISION SERIES AND FILMS

The increasing number of marketing communication tools made customers’ interaction with many channels possible and multiplied the alternatives. The current situation makes it hard to communicate effectively with potential customers. Therefore, the search to find tools in marketing communication still continues. Product placement is one of the new and developing methods. In this study, young consumers’ attitude towards product placement in films and television series was analyzed and classified. In the study, qualitative data was used and the data was analyzed through content analysis and descriptive analysis. The categories are feelings towards product placement, effect of product placement, ethics, and opinions related with purchasing. This research discussed consumer’ attitude with negative and positive dimensions and sub-categories were also been determined

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Kaynak Göster