A közönség preferenciája és érzékelése (Esettanulmány az ázsiai társadalomról)
DOI:
https://doi.org/10.17836/EC.2021.1.047Kulcsszavak:
hirdető, márkák, India, helyi kultúra, PakisztánAbsztrakt
A tanulmány célja, a közönség márkapreferenciával kapcsolatos választásait, a média szerepét a márkakultúra népszerűsítésében, valamint a márkakultúra társadalomra gyakorolt hatását vizsgálja a használat-kielégülés, valamint a recepcióelemzés elméleteinek felhasználásával. A felmérés elvégzéséhez egy zárt és nyílt végű elemeket tartalmazó kérdőív készült, amelyet e-mailben, Facebookon és WhatsAppon keresztül terjesztettek az indiai és pakisztáni válaszadóknak, akiket az önkényes és a hólabda mintavételi módszerekkel választottak ki. A tanulmány alapján a válaszadók többsége úgy vélte, hogy a márkák a médiát használják termékeik népszerűsítésére, és közösségi médiát találták a legnépszerűbb platformnak ebben a tekintetben a gyorsasága és alacsony költsége miatt. A tanulmány továbbá megállapította, hogy a válaszadók a márkákat a társadalmi státusz szimbólumának tekintik, és a külföldi márkákat előnyben részesítik a helyi márkákkal szemben. Mivel a márkázás a helyi és a külföldi kultúrát egyaránt népszerűsíti, a külföldi rész nagyobb teret nyert a társadalomban, és a nemzetközi márkák is a külföldi kultúrát népszerűsítik, ami a helyi kultúra torzulásához vezet.
JEL-kódok: D1, D8, E20, G4, M31, M37, Y90, Z10
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