Ürün Yerleştirmeye Yönelik Tutum ve Yerleştirilen Ürünlere Yönelik Davranışların Sosyalleşme Araçlar

Abstract

The purpose of this study is to investigate whether components of socialization agents such as parents influence, peer influence, frequency of watching television series and entertainment programmes affect attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed. Besides attitudes of adolescents toward product placement and behaviors of adolescents in response to products placed are also investigated.Besides, this study is to investigate whether adolescents’ attitude affect behaviors of adolescent in response to products placed. In this context, the proposed model is tested on a sample of high school students who are between 15 and19 years old in Ankara.The results of linear regression analysis showed that parents and peer communication about consumption affects attitudes of adolescents toward product placement. On the other hand, frequency of watching television series and entertainment programs do not affect attitudes of adolescents toward product placement. Moreover, the results of logistics regression analysis show that parents and peer communication about the consumption, frequency of watching television series and entertainment programmes and attitude toward product placement do not have any influence on behaviors in response to products placed.