KADIN HEDEF KİTLE ÜZERİNDE REKLAMA YÖNELİK İNANCIN REKLAMA YÖNELİK GENEL TUTUMA ETKİSİNDE EĞİTİMİN ROLÜ.

Çelik, Ömür Erdem; Bayazıt, Didem Zeynep

Advertising significantly influences consumers' attitudes and behaviors towards brands. When consumers are either male/female and educated (conscious), they can be selective in their individual consumptions. Therefore, it is important to thoroughly investigate the impact of advertising activities on consumers' gender, education level, and belief in general attitudes. Objective: This study examines the moderating role of education on belief in advertising and general attitude in advertising campaigns targeting female audiences, aiming to provide a guiding resource for marketers. Method: The study utilized a convenience sampling method with a closed-ended questionnaire. The questionnaire was completed by 610 female participants, and the data were analyzed using IBM® SPSS 24 and IBM® AMOS 18 software. Initially, descriptive statistics were conducted, followed by exploratory and confirmatory factor analyses, validity and reliability analyses, distribution, correlation analysis, and finally hypothesis testing. A 95% confidence interval was preferred for all analyses. An ANOVA test was conducted to determine if there was a significant difference in scores on the belief in advertising and attitude towards advertising scales according to education. After detecting a difference, the homogeneity of variances was checked. Once homogeneity was confirmed, a Tukey test was performed. Findings: Significant differences were found in scores on the belief in advertising and attitude towards advertising scales according to education level, with higher education levels associated with lower scores on both scales. It is believed that these findings will contribute significantly to the strategies and creative processes of advertising campaigns targeting female audiences and to research in this area.

CONVENIENCE sampling (Statistics); CONFIRMATORY factor analysis; EXPLORATORY factor analysis; ADVERTISING campaigns; ADVERTISING; CONSUMER attitudes

Istanbul Commerce University Journal of Social Sciences / İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 2024, Vol 23, Issue 50, p1903

1303-5495

Academic Journal

10.46928/iticusbe.1397128