Author/Authors
AKIN, Eyup Aksaray Üniversitesi - Iktisadi ve Idari Bilimler Fakültesi - Isletme Bölümü, Turkey
Title Of Article
THE IMPACT OF INTERNET ON TV COMMERCIAL TRACING IN THE FRAME OF MEDIA INVOLVEMENT
شماره ركورد
42867
Abstract
Media involvement and the possible competition between media channels are the topics which are not taken into consideration in the advertisement efficiency. In this study the impact of consumers internet involvement on the TV commercial tracing is explored in the frame of media involvement. Dealing with TV watching duration, internet usage duration and functional usage of internet for gathering information about products which could be influenced by internet involvement the research model was built. Testing the research model with structural equation modeling, it was determined that involvement to internet directly not decrease besides increases the TV commercial tracing, but related to functional internet usage it decreases TV commercial tracing. With this result the importance of internet involvement on TV commercial tracing was revealed. Some suggestions developed for academics and practitioners in the bases of achieved results.
From Page
25
NaturalLanguageKeyword
Involvement , Media Involvement , TV Commercials Tracing
JournalTitle
Journal Of Commerce and Tourism Education Faculty
To Page
45
JournalTitle
Journal Of Commerce and Tourism Education Faculty
Link To Document