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Bu çalışmanın başlıca amacı Covid-19 pandemi döneminde korku öğesi barındıran ve televizyonda çıkan virüsten korunma temalı reklamların satın alma niyeti ve reklama yönelik tutum üzerinde meydana getirdiği etkileri araştırmaktır. Araştırmanın hedef kitlesini bu tür reklamlar ile karşılaşmış kişiler oluşturmaktadır. Çevrimiçi olarak gerçekleştirilen anket çalışmasına katılan 756 kişiden elde edilen verilerle araştırma gerçekleştirilmiştir. Bu çalıma için, Van Yüzüncü Yıl Üniversitesi Sosyal ve Beşeri Bilimleri Bilimsel Araştırmalar Yayın Etik Kurulu’nun 22.10.2020 tarih ve 2020/12-02 nolu kararı ile çalışmanın etik kurallara uygun olduğuna dair gerekli izin alınmıştır. Çalışmanın bağımsız değişkenleri demografik özellikler iken bağımlı değişkenleri ise satın alma niyetine etki ve reklama yönelik tutumdur. Çalışmada bu tür reklamların reklama yönelik tutumda ve satın alma niyetinde bir farklılığa neden olup olmadığı, ayrıca demografik özelliklerin reklama yönelik tutumda ve satın alma niyetinde bir farklılığa neden olup olmadığı araştırılmıştır. Elde edilen sonuçlara göre bu tür reklamların reklama yönelik tutumda ve satın alma niyetinde olumlu yönde etkisinin olduğu; cinsiyet, yaş ve medeni durum değişkenlerine göre anlamlı bir farklılığa rastlanmadığı, ilköğretim mezunlarının lisans ve lisansüstü eğitim alan kişilere göre reklama yönelik tutumda daha olumlu etkilendikleri anlaşılmıştır. Elde edilen verilerin çözümlenmesinde tek yönlü MANOVA, tek faktörlü ANOVA ve tek örneklem t testi kullanılmıştır.
The main objective of this study is to investigate the effects of advertising on the intention of buying and advertising on the attitude of the Covid-19 pandemic and the protection against the virus on television. The target audience of the research is people who encountered such advertisements. The research was carried out with data from 756 people who participated in the online survey. For this draw, the Van Hundred Years University of Social and Human Sciences Scientific Research Publishing Ethics Council has received the necessary permission to ensure that the study is in accordance with the ethical rules with the date of 22.10.2020 and Decision No. 2020/12-02. The independent variables of the study are demographic characteristics, while the dependent variables are the impact on the intention of buying and the attitude towards advertising. The study examined whether such ads cause a difference in the ad-oriented attitude and the intention of buying, and whether demographic characteristics cause a difference in the ad-oriented attitude and the intention of buying. According to the results obtained, such ads have a positive impact on the ad-oriented attitude and the intention to purchase; there is no significant difference according to the variables of gender, age and civic situation; primary education graduates have a more positive impact on the ad-oriented attitude than those who have graduated and graduated. In the analysis of the obtained data, one-way MANOVA, one-factor ANOVA and one-sample t test were used.
The main purpose of this study is to investigate the effects of the fear appeal and protecting to virüs themed advertisements on the purchase intention and attitude towards advertising during the Covid-19 pandemic period. The target audience of the research consists of people who have encountered such advertisements. The research was carried out with the data obtained from 756 people who participated in the online survey. For this study, the necessary permission was obtained with the decision of the Social and Human Sciences Scientific Research Publication Ethics Committee of Van Yüzüncü Yıl University, dated 22.10.2020 and numbered 2020/12-02. While the independent variables of the study are demographic characteristics, the dependent variables are the effect on purchase intention and attitude towards advertising. In the study, it was investigated whether such advertisements cause a difference in attitude towards advertising and purchase intention, and also whether demographic characteristics cause a difference in attitude towards advertising and purchase intention. According to the results, such advertisements have a positive effect on the attitude towards advertising and purchase intention; it was understood that there was no significant difference in terms of gender, age and marital status variables, but primary school graduates were more positively affected by the attitude towards advertising than those who received undergraduate and postgraduate education. One-way MANOVA, one-factor ANOVA and one-sample t test were used to analyze the data obtained.
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