Journal Screenshot

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

The Influence of Turk?sh TV Dramas on Saudi Consumers’ Percept?ons, Att?tudes and Purchase Intentions toward Turkish Products

Amer Aljammazi, Hilal Asil

http://dx.doi.org/10.6007/IJARBSS/v7-i1/2600

Open access

The purpose of the present research is to quantitatively and qualitatively assess the influence of Turkish TV drama series on the perception, attitude and purchase intention of Saudi consumers toward clothes made in Turkey. The theoretical contribution of this study is important because it focused on testing the influence of TV dramas from a different angle by testing the influence of Turkish dramas in a different industry, which is apparel. Most related previous studies have tested the influence of TV dramas and films in respect of tourism, by investigating the willingness of audience to visit the places and destinations shown on the screen. Moreover, this study is employing and combining different fields of knowledge such as social psychology and marketing and how we can track the interrelationships and utilize the interdependence between those fields.

Anderson, J. A., & Meyer, T. P. (1988). Mediated communication: A social action perspective. Newbury Park.CA: Sage.
Bae and Lee. (2004). “Audience Involvement and its Antecedents: An Analysis of the Electronic bulletin Board Messages About an Entertainment-Education Drama on Divorces in Korea”, Asian Journal of Communication, Vol. 14, No. 1, pp.6-21.
Beeton, S. (2001a) “Smiling for the camera: The influence of film audiences on a budget tourism destination”, Tourism, Culture, and Communication, Vol. 3, No. 1, pp. 15–25.
Blumler, J. G., and Katz, E. (1974) The uses of mass communication, Newbury Park, CA: Sage.
Buccianti, A. (2010) “Dubbed Turkish soap operas conquering the Arab world: social liberation or cultural alienation?”, Retrieved from: http://www.arabmediasociety.com/articles/
downloads/20100330130359_Bucciantifor_PDF.pdf, Accessed: August, 12, 2015
Busby, G., & Klug, J. (2001) “Movie-induced tourism: The challenge of measurement and other issues”, Journal of Vacation Marketing, Vol. 7, No. 4, pp. 316–332.
Butler, R. (1990) “The influence of the media in shaping international tourist patterns”, Tourism Recreation Research, Vol. 15, No. 2, pp. 46–53.
Connell, J. (2005a) “Toddlers, tourism and Tobermory: Destination marketing issues and TV-induced tourism”, Tourism Management, Vol. 26, No. 5, pp. 749–755.
Creswell, J. W. (2007) Qualitative Inquiry and Research Design: Choosing Among Five Approaches, (2nd Edition). Thousand Oaks, CA: Sage.
Dator, J., and Seo, Y. (2004) “Korea as the Wave of a Future: The Emerging Dream Society of Icons and Aesthetic Experience”, Journal of Futures Studies, Vol. 9, No. 1, pp. 31–44.
EMIS Report, (2013) Textile and Clothing Sector Turkey, EMIS, December 2013.
Ferguson, M. (1992), “Marshall McLuhan Revisited: 1960s Zeitgeist Victim or Pioneer Post-modern. Media”, Culture and Society, Vol. 13, pp. 71-90
Fill, C. (1995), Marketing Communications, Prentice Hall Europe. 1st edition.
Gerbner G. (1990). “Epilogue: Advancing on the path of righteousness”, In N. Signorielli and M. Morgan (eds.) Cultivation analyses: New direction in media effects research, pp. 249­262.
Gerbner, G., & Gross, L. (1976), “Living with television: The violence profile”, Journal of Communication, Vol. 26, No. 2, pp. 172-199.
Gross, M. L. (2010) “Advergames and the effects of game-product congruity”, Computers in Human Behavior, Vol. 26, No. 6, pp. 1259-1265.
Hawkins, R. P., and Pingree, S. (1982) “Television’s In?uence on Social Reality”, pp.224–47 in D. Pearl, L. Bouthilet and J. Lazar (eds) Television and Behavior: The Years of Scientific Progress and Implications for the Eighties, DHHS Publication No. ADM 62–1196, Vol. 2. Washington, DC: US Government Printing Of?ce.
Horton, D., and Wohl, R. R. (1956) “Mass Communication and parasocial interaction: Observation on intimacy at a distance”, Psychiatry, Vol. 19, No. 3, pp.215-229.
Iwashita, C. (2006) “Media representation of the UK as a destination for Japanese tourists: Popular culture and tourism”, Tourist Studies, Vol. 6, No 1, pp. 59-77.
Kim, D. K., Singha, A, Hanaki, T, Dunn, J., Chitnis, K., and Han, W. M. (2009) “Television Drama, Narrative Engagement And Audience Buying Behavior”, The International Communication Gazette. Vol. 71, No. 7
Kim, H., and Richardson, S. (2003) “Motion picture impacts on destination images”, Annals of Tourism Research, Vol. 30, No. 1, pp. 216–237.
Kim, J., and Rubin, A. M. (1997) “The variable influences of audience activity on media effects”, Communication Research, Vol. 24, pp. 107–135.
Krishnakumar, K., and Radha, K. (2014) “A study on relevance factor in effectiveness of Television Advertisements on Consumer Purchase Decision in Salem district”, International Journal of Business and Administration Research Review, Vol. 1, No. 2, pp. 23-30.
Kwak, H., Zinkhan, G. M., and Dominick, J. R. (2002) “The Moderating Role of Gender and Compulsive Buying Tendencies in the Cultivation Effects of TV Shows and TV Advertising: A Cross Cultural Study between the United States and South Korea”, Media Psychology, Vol. 4, pp. 77–111.
Lee, W.-N. (1989) “The Mass-Mediated Consumption Realities of Three Cultural Groups”, paper presented at Advances in Consumer Research, Provo, UT.
Mathew, A. P., and Aswathy, S. (2014) “Influence of Television Advertising on Purchase Decision Making of FMCG- a Study on Hindustan Unilever Limited”, IRACST – International Journal of Commerce, Business and Management, Vol. 3, No. 5, pp. 744-747.
Meyer, T. P. (1989) “Reflections on Cultivation Theory and Consumer Behavior”, Advances in Consumer Research, Vol. 16, pp. 786–8.
O’Guinn, T. C., Faber, R. J., Curias, N. J. J., and Schmitt, K. (1989). “The cultivation of consumer norms”. Advances in Consumer Research. Vol. 16, pp. 779–85.
Papa, M. J., Singhal, A., Law, S., Pant, S., Sood, S., Rogers, E. M., and Shefner-R. C. L. (2000). “Entertainment education and social change: An analysis of parasocial interaction, social learning, collective efficacy, and paradoxical communication”, Journal of Communication, Vol. 50, No. 4, pp. 31–55.
Park, S. (2005), “The Impact of Media Use and Cultural Exposure on the Mutual Perception of Korean and Japanese”, Asian Journal of Communication, Vol. 15, No. 2, pp. 173-187.
Perse, E. M. (1990). “Involvement with local television news. Cognitive and emotional dimensions”, Human Communication Research, Vol. 16, No. 4. pp. 556-581.
Riley, R. W., and Van Doren, C. (1992) “Movie as tourism promotion”, Tourism Management, pp. 267–274.
Riley, R., Baker, D., and Van Doren, C. (1998) “Movie induced tourism”, Annals of Tourism Research, Vol. 25, No. 4, pp. 919–935.
Rubin, A. M., Perse, E. M., and Powell, R. A. (1985), “Loneliness, parasocial interaction, and local television news viewing”, Human Communication Research. Vol. 12, No. 2,pp. 155-180
Rubin, A. M., and Perse, E. M. (1987) “Audience Activity and Soap Opera Involvement: A Uses and Effects Investigation”, Human Communication Research, Vol. 14, pp. 246–688.
Rubin, R. B., and McHugh, M. P. (1987), “Development of parasocial interaction relationships”, Journal of Broadcasting and Electronic Media, Vol. 31, No. 3, pp. 279-292.
Saunders, M., Lewis, P., and Thornill, A. (2007), Research Methods for Business Students, 4th Ed. Harlow, Essex: Pearson Education Limited.
Schiappa, E., Gregg, P. B., and Hewes, D. E. (2005), “The parasocial contact hypothesis”, Communication Monographs, Vol. 72, pp. 92–115.
Schiffman, L. G., and Kanuk, L. L. (2000), Consumer Behavior, Prentice Hall International, Inc., Upper Saddle River, New Jersey.
Solomon, M. R. (2009), Consumer Behavior, Buying, Having, and Being, Prentice Hall. 8th. edition.
Sood, S. (2002) “Audience involvement and Entertainment-Education”, Communication Theory, Vol. 2, pp. 153-172.
Sood, S., and Rogers, E. M. (2000), “Dimensions of Parasocial Interaction by Letters-Writers to a Popular Entertainment –Education Soap Opera in India”, Journal of Broadcasting and Electronic Media, Vol. 44, No. 3, pp.389-414.
Sora, P. (2004) “China’s consumption of Korean Television drama; An empirical test of the ‘Cultural discount’ concept”, Korea Journal, Vol. 44. pp. 265-290.
Russell, C. A., and Stern, B. B. (2006), “Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects”, Journal of Advertising, Vol. 35, No. 1, pp. 7-22.
Schofield, P. (1996) “Cinematographic images of a city”, Tourism Management, Vol. 17, No. 5, pp. 333–340.
Tooke, N., and Baker, M. (1996) “Seeing is believing: The effect of film on visitor numbers in screened locations”, Tourism Management, Vol. 17, No. 2, pp. 87–94.
Valaskivi, K. (2000) “Being a part of the family?: Genre, gender and production in a Japanese TV drama”, Media, Culture and Society. Sage, Vol. 22: pp.309-325.
Van Evra, J. (1990), Television and child development. Hillsdale: Lawrence Erlbaum Associates.
Whetmore, E. J., and Kielwasser, A. P. (1983). “Soap Opera Audience Speaks: A Preliminary Report”, Journal of American Culture. Vol. 6.pp. 110-115.
Yigit, A. (2013) “Turkish Drama in The Middle East: Secularism and Cultural Influence”, IEMed. Mediterranean Yearbook’s. pp. 291- 294.
Zhang, Y. B., and Harwood, J. (2002), “Television viewing and perceptions of traditional Chinese values among Chinese college students”, Journal of Broadcasting and Electronic Media, Vol. 46, pp. 245-264.

In-Text Citation: (Aljammazi & Asil, 2017)
To Cite this Article: Aljammazi, A., & Asil, H. (2017). The Influence of Turk?sh TV Dramas on Saudi Consumers’ Percept?ons, Att?tudes and Purchase Intentions toward Turkish Products. International Journal of Academic Research in Business and Social Sciences, 7(1), 202–218.