The Influence of Turkish TV Dramas on Saudi Consumers’ Perceptions, Attitudes and Purchase Intentions toward Turkish Products

Amer Aljammazi and Hilal Asil

International Journal of Academic Research in Business and Social Sciences, 2017, vol. 7, issue 1, 206-224

Abstract: 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.

Keywords: Turkish drama; Saudi audience; Consumer Attitude; Consumer Perception; Purchase Intention (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:7:y:2017:i:1:p:206-224

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