Turkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences

Q3 Business, Management and Accounting
A. Kavoura, Sezen Bozyiğit, Eda Yaşa Özeltürkay
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引用次数: 1

Abstract

The purpose of the research was to determine the way respondents from two different countries employ offline and online social media, namely: 1) to investigate Greek consumer preferences on the use of advertising tools when purchasing gifts; 2) to investigate Turkish consumer preferences on the use of advertising tools when purchasing gifts; 3) to identify differences in the advertising preferences with reference to offline and online media tools of different consumer cultures in terms of gender and nationality characteristics. Turkish and Greek men are more familiar than women with new technologies and paid more attention to online advertising media, a finding that sheds light to the contradictory results of literature so far. SMS advertising has significant differentiation between Greek and Turkish; Turkish have more preference for radio however Greek prefer magazine advertisements, justifying the significant role of traditional media even if literature argues for their obsolete role.
土耳其和希腊礼品购买行为和广告在传统和网络媒体传播工具上的性别差异
研究的目的是确定来自两个不同国家的受访者使用线下和在线社交媒体的方式,即:1)调查希腊消费者在购买礼物时使用广告工具的偏好;2) 调查土耳其消费者在购买礼物时对使用广告工具的偏好;3) 根据不同消费文化的线下和线上媒体工具,在性别和国籍特征方面识别广告偏好的差异。土耳其和希腊男性比女性更熟悉新技术,更关注在线广告媒体,这一发现揭示了迄今为止文学的矛盾结果。短信广告在希腊语和土耳其语之间存在显著差异;土耳其人更喜欢广播,而希腊人更喜欢杂志广告,这证明了传统媒体的重要作用,即使文学界认为传统媒体的作用已经过时。
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来源期刊
International Journal of Technology Marketing
International Journal of Technology Marketing Business, Management and Accounting-Marketing
CiteScore
1.70
自引率
0.00%
发文量
27
期刊介绍: IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.
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