Turkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences
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Tarih
2020
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Inderscience Publishers
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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. © 2020 Inderscience Enterprises Ltd.
Açıklama
Anahtar Kelimeler
Consumer behaviour, Gender differences, Gift purchasing decisions, Greece, Offline media, Online media, Turkey
Kaynak
International Journal of Technology Marketing
WoS Q Değeri
Scopus Q Değeri
Q3
Cilt
14
Sayı
1
