期刊名称：Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
印刷版ISSN：1301-3688
电子版ISSN：2630-6409
出版年度：2012
期号：39
页码：1-18
语种：English
出版社：Erciyes University
摘要：The purpose of this research is to determine consumer attitudes and thoughts against the social marketing campaigns and their power of influence in various media.Besides it is aimed to specify difference of opinions in terms of demographic variables.For this purpose,a questionnaire was applied to 391 customers of a bank in the province of Konya.According to the major findings obtained in the study,consumers think that especially donations made by companies in television campaigns,and activities and sponsorships on the subjects such as health,sports,culture,environment,energy have the power of influence.Consumers’ opinions on the contributions of companies to charity campaigns conducted on television differ significantly by consumers’ income level.Consumers’ attitudes towards and opinions on social marketing campaigns show significant differences by gender,education and income level.
其他摘要：Bu çalışmanın amacı,çeşitli medya ortamlarında yapılan sosyal pazarlama kampanyalarının tüketicileri etkileme gücünü belirlemek,bu kampanyalara yönelik olarak tüketicilerin tutum ve düşüncelerini saptamak ve demografik özellikler itibariyle düşünce farklı
