ECONOMIC, SOCIO-CULTURAL AND EXISTENTIAL ENGAGEMENT STRATEGIES DURING COVID-19 PANDEMIC: A SCENARIO-BASED EXPERIMENT

IF 1 Q4 MANAGEMENT
Beris Artan Özoran, Ceyhan Çiğdemoğlu, Ilgar Seyidov
{"title":"ECONOMIC, SOCIO-CULTURAL AND EXISTENTIAL ENGAGEMENT STRATEGIES DURING COVID-19 PANDEMIC: A SCENARIO-BASED EXPERIMENT","authors":"Beris Artan Özoran, Ceyhan Çiğdemoğlu, Ilgar Seyidov","doi":"10.32890/ijms2023.30.2.2","DOIUrl":null,"url":null,"abstract":"The purpose of this study is to reveal the impact of the different engagement strategies used to respond to the economic, sociocultural and existential pressures on the purchase intention of the adult consumers and to compare the purchase intentions of the engagement strategies across gender and income. We embodied a scenario-based within-group experimental design to investigate the effect of engagement strategies on purchase intention. We used a convenience sampling strategy with 221 university students enrolled in an elective course on public relations in Turkey. The results showed that the engagement strategies that respond to the existential pressures are at least essential as those strategies that respond to the economic pressures during the Covid-19 pandemic. Additionally, the findings showed the purchase intentions on the different engagement strategies change across gender whereas there is no significant difference in various income groups. Unlike similarly themed studies, this study employed the quantitative analytical approach. This study shows that the engagement strategies developed for existential pressures have become as important as the economic pressures. ","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":null,"pages":null},"PeriodicalIF":1.0000,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Management Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.32890/ijms2023.30.2.2","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0

Abstract

The purpose of this study is to reveal the impact of the different engagement strategies used to respond to the economic, sociocultural and existential pressures on the purchase intention of the adult consumers and to compare the purchase intentions of the engagement strategies across gender and income. We embodied a scenario-based within-group experimental design to investigate the effect of engagement strategies on purchase intention. We used a convenience sampling strategy with 221 university students enrolled in an elective course on public relations in Turkey. The results showed that the engagement strategies that respond to the existential pressures are at least essential as those strategies that respond to the economic pressures during the Covid-19 pandemic. Additionally, the findings showed the purchase intentions on the different engagement strategies change across gender whereas there is no significant difference in various income groups. Unlike similarly themed studies, this study employed the quantitative analytical approach. This study shows that the engagement strategies developed for existential pressures have become as important as the economic pressures. 
2019冠状病毒病大流行期间的经济、社会文化和生存参与战略:基于场景的实验
本研究旨在揭示为应对经济、社会文化和生存压力而采用的不同参与策略对成年消费者购买意愿的影响,并比较不同性别和收入的参与策略对成年消费者购买意愿的影响。本研究采用基于场景的组内实验设计,探讨参与策略对购买意愿的影响。我们采用便利抽样策略,对土耳其选修公共关系课程的221名大学生进行了调查。结果表明,应对生存压力的参与战略至少与应对2019冠状病毒病大流行期间经济压力的参与战略一样重要。此外,研究结果还显示,不同收入群体对不同参与策略的购买意愿没有显著差异,而不同性别对不同参与策略的购买意愿存在差异。与类似主题的研究不同,本研究采用了定量分析方法。本研究表明,针对生存压力制定的参与策略已经变得与经济压力同等重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
14.30%
发文量
8
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信