DC FieldValueLanguage
dc.contributor.authorKavoura, Androniki-
dc.contributor.authorOzelturkay, Eda Yasa-
dc.contributor.authorBozyigit, Sezen-
dc.date.accessioned2024-12-18T13:09:48Z-
dc.date.available2024-12-18T13:09:48Z-
dc.date.issued2020-01-01-
dc.identifierscopus-85079758572-
dc.identifier.issn1741-8798-
dc.identifier.issn1741-878X-
dc.identifier.other85079758572-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2930-
dc.description.abstractThe purpose of the research was to determine the way respondents from two different countries employ offline and online social media, namely: 1) to investigate Greek consumer preferences on the use of advertising tools when purchasing gifts; 2) to investigate Turkish consumer preferences on the use of advertising tools when purchasing gifts; 3) to identify differences in the advertising preferences with reference to offline and online media tools of different consumer cultures in terms of gender and nationality characteristics. Turkish and Greek men are more familiar than women with new technologies and paid more attention to online advertising media, a finding that sheds light to the contradictory results of literature so far. SMS advertising has significant differentiation between Greek and Turkish; Turkish have more preference for radio however Greek prefer magazine advertisements, justifying the significant role of traditional media even if literature argues for their obsolete role.en_US
dc.language.isoenen_US
dc.relation.ispartofInternational Journal of Technology Marketingen_US
dc.subjectConsumer behaviouren_US
dc.subjectGender differencesen_US
dc.subjectGift purchasing decisionsen_US
dc.subjectGreeceen_US
dc.subjectOffline mediaen_US
dc.subjectOnline mediaen_US
dc.subjectTurkeyen_US
dc.titleTurkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differencesen_US
dc.typeArticleen_US
dc.identifier.doi10.1504/IJTMKT.2020.105120en_US
dc.identifier.scopus2-s2.0-85079758572-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume14en_US
dc.relation.issue1en_US
dc.identifier.spage1en_US
dc.identifier.epage21en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeArticle-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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