The aim of the study is to examine the factors affecting İstanbul Universty Sports Science Faculty’s students purchasing behavior of sporting goods, in terms of persuasion knowlage model and use of celebrity on the magazin ads. 77 girls and 98 boys, totally 175 students having an average of 22.9 years from IU Faculty of Sport Sciences who was randomly selected, were participated in our study. The scale which reliability and validity anlysis proved by Burcu Şahin was used, the questionnary added two ads with 34 questions and 4 items were measured by using a seven-point Likert scale. The obtained data were tested by SPSS 20 program, frequency, t-test, ANOVA analysis were used. According to the findings, the recall rate of ads 1 used the celebrity, is higher than the ads 2 which not used the celebrity. Particiants topic and persuasion knowlage about ads 1 is significantly higher than ads 1.İncreasing actor knowlage with students life progress revealed that IU Sport Science Faculty students skeptical inclination about ads used celebrity increas with their professional knowlage.
Advertisement, Persuasion, Persuasion knowlage model
|Author :||Özlem KARAMAN - - S.Bora ÇAVUŞOĞLU - Suzan DAL|
|Number of pages:||287-300|