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This study aims to explain the effect of promotion activities of multinational firms and mass media on global consumer culture. Globalization has changed the consumer buying behaviors and characteristics of consumer markets. Global consumer culture is defined as cultural entity not associated with a single country, but rather a larger group recognized as international. According to the findings of this empirical study conducted on university students is found that global consumer culture is shaped by the promotion activities of multinational firms and global mass media. In the light of findings, suggestions are presented for marketing managers and researchers.
this study aims to explain the effect of promotion of multinational vehicles and mass media on global consumer culture globalization has changed the consumer purchasing behaviours and characteristics of consumer markets global consumer culture is defined as cultural entity note associated with a single country but rather a larger group recognized as international according to the invention of this empirical study conducted on university students is fund that global consumer culture is shaped by the promotion of multinational vehicles and global mass media ın the light of hunger are presented for marketing managers and certificates
Field : Eğitim Bilimleri; Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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