Soap Opera Effect on Product Preferences in Terms of Country Image: A Case of Turkish TV Serials in Albanian Market

Yüksel Köksal, Nihal İçöz Gjana
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引用次数: 3

Abstract

Abstract: TV serials can be leveraged as an effective mass communication means that is capable of sneaking into people’s lives, and altering their perceptions, habits and preferences. Today globalization has come to facilitate the way in which consumers are exposed to a myriad of foreign products, and country of origin and image emerge as major hints in assessing these products. Foreign TV programs that become popular in a country are known to contribute to the country of origin image of products involved. This study aims to study the way TV viewers in Albania, where Turkish soap operas are popular, perceive products of Turkish origin and whether Turkish TV programs have any effect on the purchasing decisions of Albanians. To this end, the data set of the study was compiled through one-to-one interviews with 413 participants in three Albanian cities (Tirana, Durres and Kukes). Quantitative data were analyzed using factor analysis and structural equation modeling (SEM) methods while qualitative data were obtained using the in-depth interviews with the people from the field who hold opinions about the matter at hand. The study produced positive findings that imply that TV serials influence product preferences of consumers.
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从国家形象角度看,肥皂剧对产品偏好的影响——以土耳其电视剧在阿尔巴尼亚市场为例
摘要:电视剧作为一种有效的大众传播手段,能够潜入人们的生活,改变人们的观念、习惯和偏好。今天,全球化已经为消费者接触到无数外国产品提供了便利,而原产国和形象成为评估这些产品的主要线索。众所周知,在一个国家流行的外国电视节目有助于相关产品的原产国形象。本研究旨在研究阿尔巴尼亚的电视观众如何看待土耳其产的产品,以及土耳其电视节目是否对阿尔巴尼亚人的购买决策有任何影响。为此目的,该研究的数据集是通过对阿尔巴尼亚三个城市(地拉那、都拉斯和库克斯)的413名参与者进行一对一访谈编制的。定量数据使用因子分析和结构方程模型(SEM)方法进行分析,而定性数据则通过对该领域对手头问题持有意见的人进行深入访谈获得。研究结果表明,电视剧会影响消费者的产品偏好。
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来源期刊
Nigerian Journal of Economic and Social Studies
Nigerian Journal of Economic and Social Studies Social Sciences-Social Sciences (miscellaneous)
CiteScore
0.50
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0.00%
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0
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