Soap Opera Effect on Product Preferences in Terms of Country Image: A Case of Turkish TV Serials in Albanian Market

Abstract: TV serials can be leveraged as an effective mass communication means that is capable of sneaking into people’s lives, and altering their perceptions, habits and preferences. Today globalization has come to facilitate the way in which consumers are exposed to a myriad of foreign products, and country of origin and image emerge as major hints in assessing these products. Foreign TV programs that become popular in a country are known to contribute to the country of origin image of products involved. This study aims to study the way TV viewers in Albania, where Turkish soap operas are popular, perceive products of Turkish origin and whether Turkish TV programs have any effect on the purchasing decisions of Albanians. To this end, the data set of the study was compiled through one-to-one interviews with 413 participants in three Albanian cities (Tirana, Durres and Kukes). Quantitative data were analyzed using factor analysis and structural equation modeling (SEM) methods while qualitative data were obtained using the in-depth interviews with the people from the field who hold opinions about the matter at hand. The study produced positive findings that imply that TV serials influence product preferences of consumers.