Nostalgia for the Past: The Impact of Retro Advertisements Shared on Social Media on Brand Relationships and Purchase Intentions

Authors : Mehmet Gökerik

Pages : 47-64

Doi:10.54439/gupayad.1514338

View : 102 | Download : 122

Publication Date : 2024-10-30

Article Type : Research Paper

Abstract :Purpose: The aim of this study is to investigate how retro product advertisements shared on social media influence consumers\' perceptions of credibility, quality, and ease of understanding, and how these perceptions affect brand loyalty, brand awareness, and purchase intentions. Material and Method: The research was conducted in Karabük, Turkey, and data collected directly from consumers was analyzed using structural equation modeling. The study investigates how advertisements for retro products shared on social media influence consumers\' perceptions of credibility, quality, and ease of understanding, and how these perceptions affect purchase intentions through brand loyalty and awareness. Findings: The findings indicate that the credibility and understandability of retro product ads positively and significantly affect brand loyalty and awareness, but quality did not have the expected effect. These results highlight the effectiveness of retro marketing strategies for businesses. Result: The study reveals that the credibility and ease of understanding of retro product advertisements shared on social media significantly enhance brand loyalty and brand awareness. However, the perceived quality of these advertisements does not show a significant impact on these brand-related outcomes. These findings highlight the importance of focusing on the credibility and clarity of advertisements to strengthen brand relationships.
Keywords : Marka Sadakati, Marka Farkındalığı, Sosyal Medya Pazarlama, Retro Pazarlama, Sosyal Medya