AKDOĞAN, M. Şükrü Erciyes Üniversitesi - İİBF - İşletme Bölümü, Turkey , ÇOBAN, Suzan Nevşehir Üniversitesi - İİBF - İşletme Bölümü, Turkey , ÖZTÜRK, Resul Nevşehir Üniversitesi - Sosyal Bilimler Enstitüsü (S B E ) - İşletme Anabilim Dalı, Turkey

CONSUMER EVALUATIONS TOWARDS SOCIAL MARKETING CAMPAIGNS IN THE MEDIA: AN APPLICATION IN KONYA

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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.

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Social Marketing , Media , Marketing Campaigns , Sponsorship

Erciyes University Journal Of Economics an‎d Administrative Sciences

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