Araştırma Makalesi
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REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ

Yıl 2022, Cilt: 6 Sayı: 2, 316 - 343, 30.12.2022

Öz

Küreselleşmenin etkisiyle dünya çapında artan rekabet koşullarıyla karşı karşıya gelen firmalar, pazarda ayakta durabilmek ve rakipleriyle mücadele edebilmek için çeşitli stratejiler kullanmaktadır. Bu stratejilerden biri de, firmaların rakiplerinden farklılaşmak için kullandıkları reklam filmlerinde ünlü kişilere yer verilmesidir. Bu bağlamda çalışmada, reklam filminde oynayan ünlülere duyulan güvenin kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği üzerinde etkisi olup olmadığını ortaya çıkarmak amaçlanmıştır. Ayrıca çalışmada kurulan model üzerinde yaşın ve cinsiyetin düzenleyici değişken olarak etkisi de incelenmektedir. Araştırmanın ana kütlesi, Türkiye’de farklı bölgelerde bulunan televizyonda yayınlanan ünlülerin oynadığı reklamları izleyen 18 yaş ve üstü bireylerden oluşmaktadır. Ana kütleyi oluşturan bireyler arasından kolayda örnekleme yöntemiyle 421 kişiye ulaşılmış, 3 kişi araştırmaya katılma kriterlerini karşılamadığından araştırma dışı bırakılmış ve 418 kişi araştırmaya dâhil edilmiştir. Araştırmada online anket ile ulaşılan verilere SPSS ve SmartPLS paket programlarıyla analizler yapılmıştır. Analizler sonucunda reklam filminde oynayan ünlülere duyulan güvenin kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği üzerinde pozitif yönlü anlamlı bir etkisi olduğu bulunmuştur. Bir tüketicinin reklam filminde oynayan ünlülere duyulan güven düzeyi arttıkça kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği düzeylerinin artacağı söylenebilmektedir. Ayrıca araştırmada yaşın ve cinsiyetin tüm hipotezler üzerindeki ilişkisinde düzenleyici bir etkisinin bulunmadığı tespit edilmiştir.

Kaynakça

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MODERATOR EFFECT OF AGE AND GENDER ON THE EFFECTS OF TRUST IN FAMOUS PLAYERS ON CORPORATE RELIABILITY, BRAND RELIABILITY AND ADVERTISING RELIABILITY

Yıl 2022, Cilt: 6 Sayı: 2, 316 - 343, 30.12.2022

Öz

Faced with the increasing competition conditions around the world with the effect of globalization, companies use various strategies in order to survive in the market and compete with their competitors. One of these strategies is to include famous people in commercials that companies use to differentiate themselves from their competitors. In this context, this study, it is aimed to reveal whether the trust in the celebrities who play in the commercial has an effect on the corporate credibility, brand credibility, and advertising credibility. In addition, the effect of age and gender as moderator variables on the model established in the study is also examined. The population of the research consists of individuals aged 18 and over who watch the advertisements played by celebrities broadcast on television in different regions of Turkey. Among the individuals constituting the main mass, 421 people were reached by convenience sampling method, 3 people were excluded from the research because they did not meet the criteria for participation in the research, and 418 people were included in the research. In the research, the data obtained through the online questionnaire were analyzed with SPSS and SmartPLS package programs. As a result of the analysis, it has been found that trust in the celebrities who play in the commercial has a positive and significant effect on the corporate credibility, brand credibility, and advertising credibility. It can be said that as the level of trust of a consumer in the celebrities playing in the commercials increases, the level of corporate credibility, brand credibility, and advertising credibility will increase. In addition, it was determined in the study that age and gender did not have a moderator effect on the relationship of all hypotheses.

Kaynakça

  • Atkin, C. & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57–61. https://psycnet.apa.org/record/1983-24590-001
  • Armağan, E. & Gürsoy, Ö. (2017). A research on the effect of using celebrity endorsement in advertisements on purchasing decisions of consumers. PressAcademia Procedia (PAP), V.3, 1043-1057. https://doi.org/10.17261/Pressacademia.2018.777
  • Bergkvist, L. & Zhou, K. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
  • Bhutada, N. S. & Rollins, B. L. (2015). Disease-specific direct-to-consumer advertising of pharmaceuticals: An examination of endorser type and gender effects on consumers’ attitudes and behaviours. Research in Social and Administrative Pharmacy, 11(6), 891–900. https://doi.org/10.1016/j.sapharm.2015.02.003
  • Biswas, S., Hussain, M. & Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal of Global Marketing, 22(2), 121–137. https://doi.org/10.1080/08911760902765940
  • Boyd, T. C. & Shank, M.D. (2004). Athletes as product endorsers: The effect of gender and product relatedness. Sport Marketing Quarterly, 13(2), 82–93.
  • Bush, R. F., Resnick, A. J. & Stern, B. L. (2004). Sports celebrity influence on the behavioral intentions of Generation-Y. Journal of Advertising Research, 44(1), 108–118. https://doi.org/10.1017/S0021849904040206
  • Chan, K., Leung Ng, Y. & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167–179. https://doi.org/10.1108/17473611311325564
  • Chin, P. N., Isa, S. M. & Alodin, Y. (2019). The impact of endorser and brand credibility on consumers’ purchase intention: The mediating effect of attitude towards brand and brand credibility. Journal of Marketing Communications, 1–17. https://doi.org/10.1080/13527266.2019.1604561
  • Çam, M.S. (2016). Her ünlü star mıdır? Reklamlarda ünlü kullanımı üzerine bir değerlendirme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, ICEBSS Special Issue, 162-173. https://dergipark.org.tr/en/pub/dpusbe/issue/31354/346703
  • Dadzie, K. Q., Dadzie, C. A. & Williams, A. J. (2018). Trust and duration of buyer-seller relationship in emerging markets. Journal of Business and Industrial Marketing, 33(1), 134–144. https://doi.org/10.1108/JBIM-04-2017-0090
  • Doğan, S. & Erdoğan, B.Z. (2020). Özdeşleşmenin reklama karşı tutum satın alma niyeti üzerindeki etkisinde ünlü-ürün uyumunun ılımlaştırıcı rolü. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15 (2), 603-624. https://doi.org/10.17153/oguiibf.584555
  • Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
  • Dowell, D., Morrison, M. & Heffernan, T. (2015). The changing importance of affective trust and cognitive trust across the relationship cycle: A study of business-to-business relationships. Industrial Marketing Management, 44, 119–130. https://doi.org/10.1016/j.indmarman.2014.10.016
  • Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product and Brand Management, 24(5), 449–461. https://doi.org/0.1108/JPBM-10-2014-0722
  • Dwivedi, A. & Johnson, L. W. (2013). Trust commitment as a mediator of the credibility endorser brand equity relationship in a service context. Australasian Marketing Journal, 21(1), 1–7. https://doi.org/10.1016/j.ausmj.2012.10.001
  • Erdoğan, B.Z., Baker, M.J. & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41(3), 39–48. doi: https://doi.org/10.2501/JAR-41-3-39-48
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  • Ferchaud, A., Grzeslo, J., Orme, S. & LaGroue, J. (2018). Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels. Computers in Human Behavior, 80, 88–96. https://doi.org/10.1016/j.chb.2017.10.041
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  • Jain, V., Roy, S., Daswani, A. & Sudha, M. (2011). What really works for teenagers: Human or fictional celebrity? Young Consumers, 12(2), 171–183. https://doi.org/10.1108/17473611111141623
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  • Kim, S.S., Lee, J. & Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37(1), 131–145. https://doi.org/10.1016/j.ijhm.2013.11.003
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  • Kumar, A., Noida, G., Gangal, D. V. K. & Singh, K. (2011). Advertising and consumer buying behaviour: A study with special reference to Nestle Ltd. International Journal of Research in Commerce and Management, 2(10), 83–87.
  • La Ferle, C. & Morimoto, M. (2009). The impact of life-stage on Asian American females' ethnic media use, ethnic identification, and attitudes toward ads. Howard Journal of Communications, 20(2), 147–163. https://doi.org/10.1080/10646170902869486
  • Lafferty, B.A., Goldsmith, R.E. & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1–11. https://doi.org/10.1080/10696679.2002.11501916
  • Leech, N.L., Barrett, K.C. & Morgen, G.A. (2005). SPSS for intermediate statistics: Use and interpretation. 2nd Edition, New Jersey: Lawrence Erlbaum Associates Inc.
  • Marhaeni, A., Yasa, I & Fahlevi, M. (2022). Gender and age in the language of social media: An easier way to build credibility. International Journal of Data and Network Science, 6(1), 209-216. https://doi.org/10.5267/j.ijdns.2021.9.007
  • Martin, C.A. & Bush, A.J. (2000). Do role models influence teenagers' purchase intentions and behaviors? Journal of Consumer Marketing, 17(5), 441–454. https://doi.org/10.1108/07363760010341081
  • McAllister, D.J. (1995). Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38(1), 24–59. https://doi.org/10.5465/256727
  • McCartney, G. & Pinto, J. F. (2014). Influencing Chinese travel decisions: The impact of celebrity endorsement advertising on the Chinese traveler to Macao. Journal of Vacation Marketing, 22(3), 1–14. https://doi.org/10.1177/1356766714524203
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
  • Meyers-Levy, J. & Sternthal, B. (1991). Gender differences in the use of message cues and judgments. Journal of Marketing Research, 28(1), 84–96. https://doi.org/10.1177/002224379102800107
  • Morrow, J. L., Jr, Hansen, M. H. & Pearson, A. W. (2004). The cognitive and affective antecedents of general trust within cooperative organizations. Journal of Managerial Issues, 16(1), 48–65. https://www.jstor.org/stable/40601183
  • Nguyen, N. (2021). The influence of celebrity endorsement on young vietnamese consumers’ purchasing intention. Journal of Asian Finance, Economics and Business, Vol 8, No 1, 951–960. https://doi.org/10.13106/jafeb.2021.vol8.no1.951
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
  • Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54. https://psycnet.apa.org/record/1991-26094-001
  • Peetz, T.B., Parks, J.B. & Spencer, N.E. (2004). Sport heroes as sport product endorsers: The role of gender in the transfer of meaning process for selected undergraduate students. Sport Marketing Quarterly, 13(3), 141–150.
  • Roy, S. K., Balaji, M. S., Soutar, G., Lassar, W. M. & Roy, R. (2018). Customer engagement behavior in individualistic and collectivistic markets. Journal of Business Research, 86, 281–290. https://doi.org/10.1016/j.jbusres.2017.06.001
  • Seno, D. & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1/2), 121–134. https://doi.org/10.1108/03090560710718148
  • Sezgin, M. & Yılmaz, E. (2019). Televizyon reklamlarında ünlü kullanımının tüketiciler açısından değerlendirilmesi: Uşak Üniversitesi İletişim Fakültesi öğrencilerine yönelik bir araştırma. Karabük Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9 (2) , 472-488. https://dergipark.org.tr/en/pub/joiss/issue/49576/629364
  • Shaheen, S., Bhatti, A. & Nisar, A. (2017). Do attributes of celebrity influence corporate loyalty and corporate image? Mediating role of corporate credibility. Journal of Management Information, 4(2), 9–12. http://dx.doi.org//10.31580/jmi.v11i1.59
  • Singh, R. P. & Banerjee, N. (2018). Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention. Global Business Review, 19(6), 1622–1639. https://doi.org/10.1177/0972150918794974
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  • Solak, B. (2016). Televizyon reklamlarında ünlü kullanımının satın alma davranışı üzerine etkisi: Akdeniz Üniversitesi iletişim fakültesi öğrencilerine yönelik araştırma. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 4 (1) , 254-278. https://doi.org/10.19145/guifd.84587
  • Susanto, M. & Setiowati, R. (2015). Celebrity endorsement, brand credibility and brand equity of smartphone in Jakarta. International Business Management, 9(3), 221–231. http://www.conscientiabeam.com/ebooks/2014-(203-216)-ICBSSS-%20124.pdf
  • Terres, M. D. S. & dos Santos, C. P. (2013). Consumer trust in high consequence decisions: A study of medical services. International Journal of Pharmaceutical and Healthcare Marketing, 7(2), 120–141. https://doi.org/10.1108/IJPHM-09-2012-0006
  • Terres, M. D. S., dos Santos, C. P. & Basso, K. (2015). Antecedents of the client’s trust in low- versus high-consequence decisions. Journal of Services Marketing, 29(1), 26–37. https://doi.org/10.1108/JSM-11-2013-0295
  • TÜİK. (2021). Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları, 2020, retrieved from https://data.tuik.gov.tr/Bulten/Index?p=Adrese-Dayali-Nufus-Kayit-Sistemi-Sonuclari-2020-37210
  • Vincent, M., Honeycutt, E. & Cross, A. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57–70. https://doi.org/10.1177/1356766707084219
  • Yazıcıoğlu, Y. ve Erdoğan, S. (2004). SPSS uygulamalı bilimsel araştırma yöntemleri. Ankara: Detay Yayıncılık.
  • Yoo, J. W., Lee, H. S. & Jin, Y. J. (2018). Effects of celebrity credibility on country’s reputation: A comparison of an Olympic star and a political leader. Corporate Reputation Review, 21(3), 127–136. https://doi.org/10.1057/s41299-018-0048-5
  • Yurdakul-Şahin, D. & Atik, D. (2013). Celebrity influences on young consumers: Guiding the way to the ideal self. Izmir Review of Social Sciences, 1(1), 65–82.
  • Wang, S. W. & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32. https://doi.org/10.2501/JAR-2017-042
Toplam 70 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Duran Kuru 0000-0002-7487-8911

Leyla Leblebici Koçer 0000-0003-4238-5749

Yayımlanma Tarihi 30 Aralık 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 6 Sayı: 2

Kaynak Göster

APA Kuru, D., & Leblebici Koçer, L. (2022). REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ. Ahi Evran Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 6(2), 316-343.
AMA Kuru D, Leblebici Koçer L. REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ. AEÜİİBFD. Aralık 2022;6(2):316-343.
Chicago Kuru, Duran, ve Leyla Leblebici Koçer. “REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ”. Ahi Evran Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 6, sy. 2 (Aralık 2022): 316-43.
EndNote Kuru D, Leblebici Koçer L (01 Aralık 2022) REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ. Ahi Evran Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 6 2 316–343.
IEEE D. Kuru ve L. Leblebici Koçer, “REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ”, AEÜİİBFD, c. 6, sy. 2, ss. 316–343, 2022.
ISNAD Kuru, Duran - Leblebici Koçer, Leyla. “REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ”. Ahi Evran Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 6/2 (Aralık 2022), 316-343.
JAMA Kuru D, Leblebici Koçer L. REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ. AEÜİİBFD. 2022;6:316–343.
MLA Kuru, Duran ve Leyla Leblebici Koçer. “REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ”. Ahi Evran Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, c. 6, sy. 2, 2022, ss. 316-43.
Vancouver Kuru D, Leblebici Koçer L. REKLAMLARDA OYNAYAN ÜNLÜLERE DUYULAN GÜVENİN KURUMSAL GÜVENİLİRLİK, MARKA GÜVENİLİRLİĞİ VE REKLAM GÜVENİLİRLİĞİ ÜZERİNDEKİ ETKİLERİNDE YAŞ VE CİNSİYETİN DÜZENLEYİCİ ETKİSİ. AEÜİİBFD. 2022;6(2):316-43.