Yalova Meslek Yüksekokulu

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Browsing Yalova Meslek Yüksekokulu by Author "Talih Akkaya, Duygu"

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    Çocuklara Yönelik Televizyon Reklamcılığında Ebeveyn Algılarının Tutum ve Arabuluculukları Üzerine Etkisi: Kocaeli (Gölcük)’de Bir Araştırma
    (Erciyes İletişim Dergisi, 2021-07-30) Talih Akkaya, Duygu; Özhan, Şeniz
    Television continues to be an indispensable mass communication tool for children, who have a key role in consumer societies, despite rapidly developing communication technologies. Children are exposed to advertisements, which constitute a significant part of television content, and are particularly affected by advertisements directed to them. Parents’ perceptions of these effects are determinative on their attitudes and behaviors about television commercials for children. The aim of this study is to examine the effects of parents’ perceptions of television commercials towards children on their attitudes and mediation. For this purpose, a literature review was conducted on the effects of television advertisements for children, parents’ perceptions and attitudes towards these advertisements and parental mediation. In the application part, the questionnaire prepared to examine the effect of parents’ perceptions of television advertisements towards children on their attitudes and mediation was answered by the parents, and the data obtained as a result of the answers of 247 parents were analyzed with the structural equation model and interpreted. According to the results, parents who have a negative perception of the effects of television advertisements for children have negative attitudes towards these advertisements and exercise control over the content and duration of their children watching television, and perceptions that the advertisements are informative have a positive effect on parents’ conversations with their children about the ad content. was found to be. In addition, it was concluded that the attitudes of the parents towards television commercials towards children had a negative effect on their conversations with their children about the advertisement content.
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    COVID-19 PANDEMİ SÜRECİNDE SOSYAL MEDYA REKLAM KAMPANYALARININ TÜRKİYE VE DÜNYADAKİ YANSIMALARI
    (İKSAD Publishing House, 2021-09) Talih Akkaya, Duygu
    The Covid-19 virus, which first appeared in Wuhan, China in December 2019 and was defined as a pandemic by the World Health Organization (WHO), affected the whole world and caused the death of many people. In this process, the effect of which is still ongoing and the risk of transmission is very high, mandatory restrictions were made all over the world, most of the businesses were closed for a long time, and curfews were applied in some periods. Therefore, people stayed at home and avoided crowded environments as much as possible, and tried to meet almost all their needs, especially their basic needs, by shopping online. The already widespread internet usage and online shopping rate have increased even more with the effect of staying at home, which has led to the start of the digital struggles of businesses in the global sense. Many internet users are influenced by social media advertisements when making an online purchase decision. Therefore, the Covid-19 pandemic process has led to an increase in social media advertising investments in parallel with the increasing online spendings, and most of the businesses have started to produce effective and creative digital campaigns that are suitable for the process while focusing on advertising investments. Within the context of the study, first of all, a literature review on the Covid-19 pandemic process and social media advertising was made, then examples of successful social media advertising campaigns carried out in this process were examined and the effects of these campaigns in Turkey and in the world were evaluated.
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    The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey
    (Uluslararası Toplum Araştırmaları Dergisi (OPUS), 2021-04-30) Açan, Bora; Özhan, Şeniz; Talih Akkaya, Duygu
    The purpose of this research is to determine the effects of materialism and hedonic shopping value on impulse buying behavior and the effect of materialism on hedonic shopping value. The study sample was comprised of students selected via convenience sampling method at one state university in the Marmara Region of Turkey. The analysis of the data acquired by face-to-face questionnaire method from a total of 464 university students was performed by factor analysis. Structural equation modeling was used to assess the effects of materialism and hedonic shopping value on impulse buying behavior and the effect of materialism on hedonic shopping value. The findings showed that the success dimension of material-ism has a positive effect on all dimensions of hedonic shopping value and that the success and centrality dimensions of materialism have a positive effect on impulse buying behavior. Also, it was observed that the happiness dimension of materialism has a negative effect on impulse buying behavior and all dimen-sions of hedonic shopping value. Furthermore, it was seen that the social interaction and praise from others dimensions of hedonic shopping value have a negative effect on impulse buying behavior. These findings can help theorist and marketers better understand young people’s impulse buying behaviors.