A Study on Foreign Viewers' Perceptions of Turkish Series and the Marketing of Turkish Series

Television and digital series reflect the cultural, social, political, and economic dynamics of the societies in which they are produced. They provide international audiences with the opportunity to explore foreign cultures while contributing to national interests like promoting tourism, enhancing the country’s image, influencing consumer behavior, and encouraging language learning. This study examines foreign audiences’ perspectives on Turkish series, evaluating factors such as content quality, language learning, travel motivation, and purchasing behaviors. Findings show that the depiction of locations and cultural elements in Turkish series motivates viewers to visit Türkiye. High-quality casts, romantic themes, and engaging storylines contribute to the perception of Turkish series as high-quality productions. Social media interactions positively influence viewing behaviors by encouraging recommendations and episode discovery, with some viewers expressing a desire to purchase featured products.