THE İMPORTANCE OF THE TRUTH EFFECT AND SOURCE CREDILIBLITY FOR NEW FMCGS ADVERTISING

Anahtar Kelimeler:

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THE İMPORTANCE OF THE TRUTH EFFECT AND SOURCE CREDILIBLITY FOR NEW FMCGS ADVERTISING

This study (N=348) examined the correlation for demographics of Turkish consumers, product trial, the type of media, and the credibility of advertising. The data was gathered by a telephone survey using the systematic sampling in Turkey. The results showed that higher household income, product trial, and certain types of media contributed to the credibility of advertising in a positive way. Price, quality, and word-of mouth were found to be important factors that affected Turkish consumers’ shopping decisions. The results were discussed in accordance with the truth effect and source credibility

Keywords:

advertising, price, quality, word-of-mouth, source credibility, the truth effect FMCGs,

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