Akademik Veri Yönetim Sistemi
4th International Conference on Engineering, Natural and Social Sciences, Konya, Türkiye, 22 - 23 Ekim 2024, ss.404-409
The
aim of this study is to examine the effect of nostalgia advertising on
consumers' purchase intention. In addition, this study examines whether
demographic characteristics have a significant effect on the effect of nostalgia
advertising on purchase intention. Data were collected from 100 consumers
through an online survey. However, prior to completing the survey, consumers
watched a pre-recorded nostalgic ad for a specific brand included in the
survey. The 100 consumers who watched the nostalgic ad were asked, using a five-point
Likert scale, whether they intended to purchase the brand featured in the
nostalgic ad. The result of the one-sample t-test, performed without
distinguishing the demographic characteristics of the consumers, shows that the
nostalgia advertising has a significant effect on purchase intention. However,
the results of the independent samples t-test show that consumers' purchase
intentions differ significantly by gender and marital status. In other words,
there is a significant difference between the means of consumers' purchase
intentions according to gender and marital status. On the other hand,
one-sample t-test results show that the effect of nostalgia advertising on
purchase intention is significant only for females, Gen Z, Gen Y, married,
non-university graduates, university graduates, unemployed, employed and
customers with both ≤20000 TL and >20000 TL monthly personal income. A
discussion of the results is provided.