2026-10-23T20:03:08Zhttps://gumushane-rdlopen.rawdatalibrary.net/oai/request

oai:gumushane-rdlopen.rawdatalibrary.net:gumushane/188542026-10-22T10:45:46Zopenairecom_gumushane_10000col_gumushane_10001

The effects of personal use of tv commercials on attitude and purchasing decisions: a case study on university studentsYildiz, SalihDurmus, IbrahimİşletmeHalkla İlişkilerThe purpose of this study is to determine the affects of knowledge production, social role and pleasure on attitude and buying decision. For this purpose, In the study, the simple sampling random method was applied to 688 face-to-face interviews to students from Atatürk university, Gümüşhane university and Bayburt university in which 13 surveys were deemed invalid and thus eliminated, resulting in a total of 675 surveys being evaluated. According to the results of structural equation modeling analysis knowledge production, social role and pleasure have negative effects on attitudes towards advertisings. Buying decisions of consumers having negative attitudes is also affected negatively. In contrast to this results, in literture generally it is found that knowledge production, social role and pleasure affect positively attitudes towards advertisings. Also attitudes towards advertising affect positively buying decision. From this point, it is thought that the study gives a different perspective to the literature2015Articlehttps://rdlopen.rawdatalibrary.net/r/gumushane/18854trGümüşhane Üniversitesi Sosyal Bilimler Dergisiinfo:eu-repo/semantics/closedAccessinfo:eu-repo/semantics/articlehttps://gumushane-rdlopen.rawdatalibrary.net/tr/items/gumushane/18854