Yayın: Marka Öykülemelerinin İnternette Kültürel Değerler Çerçevesinde Yansımaları
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Tarih
2013-04
Yazarlar
Kılanç, Ruken Özgül
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayımcı
The Turkish Online Journal of Design, Art and Communication
Özet
In today’s modern world, changes in technology are accompanied by changes in brand loyalties.
Differentiating from their technological past, today’s sociaties are encompassed by an advanced
technology culture. For directing these societies towards a pre-planned point, various and
deliberate efforts should be designed. One of such efforts is using narratives, which may, by their
components and functions, have a direct influence on individuals’ behaviour. Narratives are
designed according to the values of a target group of people with the aim at directing their
conceptions. Values influence individuals’ preferences by distinguishing “the good” from “the
bad”, “the beautiful” from “the ugly”. Therefore, values can not be seperated from the narratives
of products or services. Considering we live in an era where information and technology are
married couples, finding examples of narrations on internet is not very uncommon. Narrations
may have influence on purchasing behaviour of individuals. In this study, local and international
brands which aim at reaching consumers by narrations on internet were investigated. A sample
group of consumers on internet between ages 15-60 were studied with regard to brand-narrations
interactions. Results of quantitative analysis were discussed.
Açıklama
Anahtar kelimeler
Narration and New Media, Digitalization, Perception and New Media, Anlatım ve Yeni Medya, Dijitalleşme, Algı ve Yeni Medya