THE RELATIONSHIP BETWEEN GIFT GIVING MOTIVATIONAL FACTORS and the IMPACT of ADVERTISEMENT IN TRADITIONAL and DIGITAL MEDIA: Y GENERATION CONSUMERS
Y KUŞAĞI TÜKETİCİLERİNİN HEDİYE VERME GÜDÜLERİ ile GELENEKSEL ve DİJİTAL MEDYADAKİ REKLAMLARDAN ETKİLENMELERİ ARASINDAKİ İLİŞKİ

Author : Eda YAŞA ÖZELTÜRKAY -- Sezen BOZYİĞİT
Number of pages : 275-290

Abstract

This study aims to carry out the motives that lead Y generation’s gift giving behaviors in today’s marketplace and identify the relationship among these motives and advertising in media tools. Totally, 267 surveys were gathered from students who live in Mersin and Adana. The motivations of gift giving were classified under three dimensions named, experiential, obligated and practical. Correlation analysis was done to determine the relationship of each dimension through traditional and digital media tools. Results show that, hypothesis based on the relationship between the digital media tools and two dimensions (experiential (news sites, mobile applications, user blogs, and email), obligated (mobile applications, custom corporate web sites, e-mail)) are partially accepted, however, the hypothesis based on the relations between practical and media tools were completely rejected. In addition to these results, significant but low relations were identified between experiential (newspaper

Keywords

gifts, gift giving motives, Y gens, Traditional media and digital media

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