THE EFFECT OF ATTITUDES TOWARD TURKISH TV SERIES AND PRODUCT PLACEMENT ON PURCHASE INTENTION FOR TURKISH PRODUCTS: A STUDY ON FOREIGN CONSUMERS

This study aims to examine the effect of attitude towards Turkish TV series and attitude towards product placement on purchase intention towards Turkish products. A quantitative research approach was used since the research aims to analyze the cause-and-effect relationships between certain variables. The questionnaire technique was used as a data collection tool in the research. The questionnaire was applied to foreign consumers who came to Turkey as tourists and watched Turkish TV series who voluntarily agreed to answer the questionnaire. The research data were collected from foreign consumers in the tourist regions of Istanbul, which were determined by a purposive sampling technique with face-to-face survey methods. Structural equation modeling was used to analyze the data. 464 data were analyzed, and the SmartPLS program was used to test the model. The study results showed that attitude towards product placement and attitude towards Turkish TV series have statistically significant effects on the purchase of Turkish products in TV series.