Reklamlarda Ünlü Kullanımının Satın Alma Niyetine Etkisinde Etnikmerkezciliğin Düzenleyici Rolü: Türk Hava Yolları Örneği (The Moderating Role of Ethnocentrism in The Effect of Celebrity Endorsement on Purchase Intention: The Case of Turkish Airlines)
DOI:
https://doi.org/10.21325/jotags.2023.1317Keywords:
Ethnocentrism, Celebrity use in advertising, Purchase intention, Television advertisementAbstract
Television, one of the traditional mass media, is an important tool for businesses that aim to reach the masses. One of the prominent applications in the effectiveness of television advertisements is the use of celebrities in advertisements. Consumer ethnocentrism is the tendency of an individual to see the society to which they belong as superior. In this study, it is aimed to determine the effect of celebrity endorsement strategy in advertisements on individuals' purchase intentions and the role of the concept of ethnocentrism in this relationship. The study was conducted on citizen of Republic of Türkiye over the age of 18, who have travelled at least once before with Turkish Airlines, by focusing on the celebrities in Turkish Airlines television commercials. The study is based on a mixed method, both quantitative and qualitative. Qualitative data were obtained through a focus group interview and a semi-structured in-depth interview and analyzed by coding method. Quantitative data, on the other hand, were obtained from 404 valid questionnaires and analyzed through descriptive statistical analyses, reliability analysis, exploratory and confirmatory factor analysis, and structural equation modeling.
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