Skepticism Towards Videos Shared On Social Media

Authors : Mehmet Özer DEMİR

Pages : 257-269

Doi:10.31123/akil.454295

View : 39 | Download : 17

Publication Date : 2018-11-01

Article Type : Research Paper

Abstract :Internet usage resulted in alternative communication channels, and it did not take too much for the advertisers to use social media as an advertisement medium. It is a well-known fact that consumers do not believe in advertisements shown on TV, advertising claims are found to be exaggerated if not considered as misleading, untruthful or lie. However, we need advertisement in order to increase marketing efficiency. Although the study researches the scepticism levels of consumers towards the videos shared on social media in general, it is important to determine whether consumers believe in videos shared on social media or they are sceptical about them if social media is planned to be used as an advertisement medium. If which consumers are sceptical towards videos shared on social media can be understood, advertisers and marketers may develop alternative strategies to increase marketing communication efficiency. The study operationalized and adopted version of scepticism towards advertisements on TV scale, data is collected with online questionnaire. The study tests a consumer scepticism towards videos on social media scale for reliability and validity. The results suggest that Turkish consumers are sceptical towards videos shared on social media. The results of the study can be used for marketers, advertiser as well as political issues.
Keywords : Scepticism, Social Media, Videos