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- Title
Skepticism Towards Videos Shared On Social Media.
- Authors
Demir, Mehmet Özer
- Abstract
Internet usage resulted in alternative communication channels, and it did not take too much for the advertisers to use social media as an advertisement medium. It is a wellknown fact that consumers do not believe in advertisements shown on TV, advertising claims are found to be exaggerated if not considered as misleading, untruthful or lie. However, we need advertisement in order to increase marketing efficiency. Although the study researches the skepticism levels of consumers towards the videos shared on social media in general, it is important to determine whether consumers believe in videos shared on social media or they are skeptical about them if social media is planned to be used as an advertisement medium. If which consumers are skeptical towards videos shared on social media can be understood, advertisers and marketers may develop alternative strategies to increase marketing communication efficiency. The study operationalized and adopted version of skepticism towards advertisements on TV scale, data is collected with online questionnaire. The study tests a consumer skepticism towards videos on social media scale for reliability and validity. The results suggest that Turkish consumers are skeptical towards videos shared on social media. The results of the study can be used for marketers, advertiser as well as political issues.
- Subjects
SKEPTICISM; SOCIAL media; CONSUMER attitudes
- Publication
Journal of Akdeniz University Faculty of Communication / Akdeniz Iletişim, 2018, p253
- ISSN
1304-3846
- Publication type
Article