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The Influence of Turkish TV Dramas on Saudi Consumers’ Perceptions, Attitudes and Purchase Intentions toward Turkish Products

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  • Amer Aljammazi
  • Hilal Asil

Abstract

The purpose of the present research is to quantitatively and qualitatively assess the influence of Turkish TV drama series on the perception, attitude and purchase intention of Saudi consumers toward clothes made in Turkey. The theoretical contribution of this study is important because it focused on testing the influence of TV dramas from a different angle by testing the influence of Turkish dramas in a different industry, which is apparel. Most related previous studies have tested the influence of TV dramas and films in respect of tourism, by investigating the willingness of audience to visit the places and destinations shown on the screen. Moreover, this study is employing and combining different fields of knowledge such as social psychology and marketing and how we can track the interrelationships and utilize the interdependence between those fields.

Suggested Citation

  • Amer Aljammazi & Hilal Asil, 2017. "The Influence of Turkish TV Dramas on Saudi Consumers’ Perceptions, Attitudes and Purchase Intentions toward Turkish Products," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(1), pages 206-224, January.
  • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:1:p:206-224
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