The role of popular tv series and tv series characters in creating brand awareness

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dc.authoridYıldırım, Yıldırım/0000-0002-5851-7788
dc.authorwosidYıldırım, Yıldırım/AAP-9729-2020
dc.contributor.authorYildirim, Yildirim
dc.contributor.authorAydin, Kenan
dc.date.accessioned2024-08-04T21:02:12Z
dc.date.available2024-08-04T21:02:12Z
dc.date.issued2012
dc.departmentİnönü Üniversitesien_US
dc.descriptionWorld Conference on Business, Economics and Management (BEM) -- MAY 04-06, 2012 -- Antalya, TURKEYen_US
dc.description.abstractOver the recent years, domestic TV series have taken the place of Western TV series in Turkey. Within time, these domestic series have become irreplaceable for both viewers as well as the producers. These TV series have an important role in terms of their influence on the audience. After being discovered by brands and brand managers, such productions have become a method that is resorted by those who aim to raise awareness. The purpose of this study is to determine the influence of TV series and TV series characters in raising brand awareness. For this purpose, people living in Malatya central district have been chosen as the main mass, and a questionnaire was applied to a sample chosen from among this mass. Data obtained from the applied questionnaire were evaluated. As a result, it was seen that the awareness level changed according to demographic characteristics such as age, sex, education level, marital status; and the number of TV series viewed as well as the frequency of viewing the commercials. It was determined that women watched more TV series compared to men; that there was a relationship between the number of TV series watched and the awareness level; and that women had a higher level of awareness compared to men, while those who are single had a higher level of awareness compared to those who are married, and those who are married had a higher level of awareness compared to those who are widowed. On the other hand, it was seen that a positive relationship existed between age, sex and education level variables and brand awareness. As a result, based on this research which had been conducted with limited sources, it can be said that TV series and TV series characters have an influence over brand awareness. (c) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Araslien_US
dc.identifier.doi10.1016/j.sbspro.2012.09.118
dc.identifier.endpage705en_US
dc.identifier.issn1877-0428
dc.identifier.startpage695en_US
dc.identifier.urihttps://doi.org/10.1016/j.sbspro.2012.09.118
dc.identifier.urihttps://hdl.handle.net/11616/104570
dc.identifier.volume62en_US
dc.identifier.wosWOS:000319841600113en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherElsevier Science Bven_US
dc.relation.ispartofWorld Conference on Business, Economics and Management (Bem-2012)en_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectPopular cultureen_US
dc.subjectTelevision seriesen_US
dc.subjectBrand Awarenessen_US
dc.titleThe role of popular tv series and tv series characters in creating brand awarenessen_US
dc.typeConference Objecten_US

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