Aktivist Marka Reklamlarının Tüketicilerin Marka Tutumlarına İlişkin Önemi
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Date
2020
Authors
Eşiyok, Elif
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Open Access Color
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Abstract
Bu araştırmanın amacı aktivist marka reklamlarının tüketicilerin marka tutumlarına ilişkin önemini değerlendirmektir. Araştırma kapsamında Ankara ilinde yaşayan farklı demografik özelliklere sahip 12 katılımcı ile derinlemesine görüşmeler yapılmıştır. Katılımcılara kartopu yöntemi ile ulaşılmıştır. Araştırmada veri toplama aracı olarak yarı yapılandırılmış görüşme formu ve demografik bilgi formu kullanılmıştır. Katılımcılar ile yapılan görüşmeler ses kayıt cihazıyla kayıt altına alınmış ve daha sonra bu ses kayıtları deşifre edilmiştir. Verilerin analizi için nitel veri analizi yöntemlerinden fenomenolojik analiz yöntemi kullanılmıştır. Fenomenolojik analiz sonucunda aktivist marka reklamlarının tüketici görüşleri üzerine etkileri 3 ana tema ve 7 alt tema altında toplanmıştır. Aktivist Markaları Destekleme ana temasına dair alt temalar şu şekildedir: (1) Markayı satın almak, (2) Markayı kullanmaya devam etmek, (3) Tavsiye etmek. Toplumsal fayda ana temasına dair alt temalar şu şekildedir: (1) Farkındalık yaratmak ve toplumsal bilinci geliştirmek, (2) Sorunların çözümüne katkı sunmak. Güvenilirlik ana temasına dair alt temalar şu şekildedir: (1) Marka tutarlılığı, (2) Markaya ilişkin kişisel deneyim. Araştırma sonuçları aktivist marka reklamlarının tüketicilerin markalara ilişkin tutumlarını olumlu yönde etkilediğini göstermiştir. Katılımcıların çoğu aktivist marka reklamlarının kendilerinde o markayı satın alma motivasyonlarını yükselttiğini ifade etmişlerdir; ayrıca katılımcıların tamamı aktivist markaları çevrelerindeki diğer insanlara tavsiye edebileceklerini dile getirmişlerdir. Aktivist marka reklamlarının tüketicileri satın alarak, kullanmaya devam ederek veya tavsiye ederek markayı desteklemeye yönlendirdiği görülmektedir. Katılımcılar aktivist markaların ve bu markaların reklamlarının topluma fayda sağlayabileceğini düşündüklerini ifade etmişlerdir. Öte yandan, aktivist markaların tüketicilerin güvenini kazanabilmek için aktivist amaçlarıyla uyumlu şekilde hareket ederek tutarlı davranmaları gerektiği ve tüketicilere kaliteli ürünler sunmaları gerektiği sonucuna ulaşılmıştır. Anahtar Sözcükler: Marka aktivizmi, aktivist marka reklamı, fenomenolojik analiz
The aim of this study is to evaluate the importance of activist brand advertisements regarding brand attitudes of consumers. In-depth interviews were conducted with 12 participants with different demographic characteristics living in Ankara. The participants were reached by snowball method. In the research, semi-structured interview form and demographic information form were used as data collection tool. The interviews with the participants were recorded with a voice recorder and then these voice recordings were decoded. Phenomenological analysis method, one of the qualitative data analysis methods, was used for data analysis. As a result of the phenomenological analysis, the effects of activist brand advertisements on consumer opinions were gathered under 3 main themes and 7 sub-themes. The sub-themes of the main theme of Supporting Activist Brands are: (1) To purchase the brand, (2) To continue using the brand, (3) To recommend it. The sub-themes of the main theme of Social Benefit are: (1) To raise awareness and improve social awareness, (2) To contribute to the solution of problems. Sub-themes on the main theme of Reliability are: (1) Brand consistency, (2) Personal experience with the brand. The results of the research showed that activist brand advertising positively affected the attitudes of consumers towards brands. Most of the participants stated that activist brand advertisements increased their motivation to buy that brand; In addition, all of the participants stated that they can recommend activist brands to other people around them. Activist brand advertising seems to drive consumers to support the brand by buying, continuing to use, or recommending it. The participants expressed that they think that activist brands and their advertisements can benefit the society. On the other hand, in order to gain the trust of consumers, it is concluded that activist brands must act consistently in line with their activist goals and provide quality products to consumers. Key Words: Brand activism, activist brand advertising, phenomenological analysis
The aim of this study is to evaluate the importance of activist brand advertisements regarding brand attitudes of consumers. In-depth interviews were conducted with 12 participants with different demographic characteristics living in Ankara. The participants were reached by snowball method. In the research, semi-structured interview form and demographic information form were used as data collection tool. The interviews with the participants were recorded with a voice recorder and then these voice recordings were decoded. Phenomenological analysis method, one of the qualitative data analysis methods, was used for data analysis. As a result of the phenomenological analysis, the effects of activist brand advertisements on consumer opinions were gathered under 3 main themes and 7 sub-themes. The sub-themes of the main theme of Supporting Activist Brands are: (1) To purchase the brand, (2) To continue using the brand, (3) To recommend it. The sub-themes of the main theme of Social Benefit are: (1) To raise awareness and improve social awareness, (2) To contribute to the solution of problems. Sub-themes on the main theme of Reliability are: (1) Brand consistency, (2) Personal experience with the brand. The results of the research showed that activist brand advertising positively affected the attitudes of consumers towards brands. Most of the participants stated that activist brand advertisements increased their motivation to buy that brand; In addition, all of the participants stated that they can recommend activist brands to other people around them. Activist brand advertising seems to drive consumers to support the brand by buying, continuing to use, or recommending it. The participants expressed that they think that activist brands and their advertisements can benefit the society. On the other hand, in order to gain the trust of consumers, it is concluded that activist brands must act consistently in line with their activist goals and provide quality products to consumers. Key Words: Brand activism, activist brand advertising, phenomenological analysis
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Halkla İlişkiler, Reklamcılık, Aktivizm, Public Relations, Advertising, Marka, Activism, Reklamlar, Brand, Advertisements, Tüketici tutumları, Consumer attitudes
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115