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

Basit Öğe Kaydı
dc.contributor.authorKavoura, Androniki
dc.contributor.authorBozyigit, Sezen
dc.contributor.authorOzelturkay, Eda Yasa
dc.date.accessioned2025-03-17T12:22:53Z
dc.date.available2025-03-17T12:22:53Z
dc.date.issued2020
dc.departmentTarsus Üniversitesi
dc.description.abstractThe 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.
dc.identifier.doi10.1504/IJTMKT.2020.105120
dc.identifier.endpage21
dc.identifier.issn1741-878X
dc.identifier.issue1
dc.identifier.scopus2-s2.0-85079758572
dc.identifier.scopusqualityQ3
dc.identifier.startpage1
dc.identifier.urihttps://doi.org/10.1504/IJTMKT.2020.105120
dc.identifier.urihttps://hdl.handle.net/20.500.13099/1440
dc.identifier.volume14
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherInderscience Publishers
dc.relation.ispartofInternational Journal of Technology Marketing
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250316
dc.subjectConsumer behaviour
dc.subjectGender differences
dc.subjectGift purchasing decisions
dc.subjectGreece
dc.subjectOffline media
dc.subjectOnline media
dc.subjectTurkey
dc.titleTurkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences
dc.typeArticle

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