We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
DOĞAL REKLAMLARIN MARKA TUTUMU BAĞLAMINDA İRDELENMESİ.
- Authors
DÖNMEZ, Mevlüt Sedat
- Abstract
Native advertising, which is defined as a form of communication that implicitly transmits advertising messages to consumers by overlapping with the content in which they are published, is considered as an effective means of reaching consumers who have closed themselves to promotional messages. Nowadays, natural advertisements, which are evaluated within the framework of internet advertising, are considered as an effective means of reaching consumers, especially those who have closed themselves to promotional messages. In addition, it is assumed that natural advertising practices can create a positive attitude towards the brand. Based on this assumption, consumers' evaluations of natural advertising and their reflection on brand attitude are questioned by Haribo brand, which publishes natural advertisements on Onedio website. In this respect, the differences between the descriptive variables are also examined within the scope of the study, which collects data with face-to-face survey technique with 510 people in Isparta. According to the results of the research, while it is seen that native advertising has a role in creating a positive brand attitude; it is found that there are differences both in the evaluation of native advertising and brand attitude in terms of descriptive variables.
- Subjects
ISPARTA (Turkey); ADVERTISING; NATIVE advertising; INTERNET advertising; BRANDING (Marketing); REFLECTIONS
- Publication
Visionary E-Journal / Vizyoner Dergisi, 2020, Vol 11, Issue 27, p514
- ISSN
1308-9552
- Publication type
Article
- DOI
10.21076/vizyoner.649888