{"id":4771,"date":"2019-10-18T12:06:53","date_gmt":"2019-10-18T09:06:53","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4771"},"modified":"2019-10-19T02:09:05","modified_gmt":"2019-10-18T23:09:05","slug":"content-analysis-in-participation-banking-advertisements","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/content-analysis-in-participation-banking-advertisements","title":{"rendered":"Kat\u0131l\u0131m Bankac\u0131l\u0131\u011f\u0131 Reklamlar\u0131nda \u0130\u00e7erik Analizi"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nKat\u0131l\u0131m Bankac\u0131l\u0131\u011f\u0131 Reklamlar\u0131nda \u0130\u00e7erik Analizi<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nFatma G\u00fcl Bilginer \u00d6zsaatc\u0131<\/td>\n<\/tr>\n
Cilt:<\/td>\n10<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n5<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2019<\/td>\n<\/tr>\n
Sayfa:<\/td>\n1127-1142<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2019.225<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
G\u00fcn\u00fcm\u00fcz\u00fcn rekabet yo\u011fun piyasalar\u0131nda i\u015fletmelerin hedef kitleye hitap etmelerinde kullan\u0131lan reklamlar finansal \u00fcr\u00fcnlerin tan\u0131t\u0131m\u0131nda ve pazarlamas\u0131nda da etkili olarak kullan\u0131lmaktad\u0131r. \u0130\u015fleyi\u015f ve hitap edilen t\u00fcketici kitlesi a\u00e7\u0131s\u0131ndan farkl\u0131la\u015fan kat\u0131l\u0131m bankalar\u0131 da TV reklamlar\u0131ndan faydalanmaktad\u0131r. Kat\u0131l\u0131m bankalar\u0131n\u0131n mevcut \u00f6zellikleri dolay\u0131s\u0131yla reklamlar\u0131nda do\u011fru mesaj\u0131 vermeleri \u00f6nemlidir. Reklamlarda tekrar eden s\u00f6z ve kelimeler t\u00fcketicinin zihninde kal\u0131c\u0131l\u0131k sa\u011flayaca\u011f\u0131 i\u00e7in verilmek istenen mesaja en uygun kelimelerin se\u00e7ilmesi \u00f6nem arz etmektedir. Bu \u00e7al\u0131\u015fman\u0131n amac\u0131 finansal sistem i\u00e7erisinde farkl\u0131 i\u015fleyi\u015fe sahip kat\u0131l\u0131m bankalar\u0131 reklamlar\u0131n\u0131n t\u00fcketiciye vermek istedikleri mesajlar\u0131n analiz edilmesidir. Bu ama\u00e7la T\u00fcrkiye’de kuruldu\u011fu g\u00fcnden itibaren kat\u0131l\u0131m bankas\u0131 olarak faaliyetlerini y\u00fcr\u00fct\u00fcp aktif olarak TV reklamlar\u0131ndan faydalanan iki kat\u0131l\u0131m bankas\u0131n\u0131n reklamlar\u0131 MAXQDA paket program\u0131 ile analiz edilmi\u015ftir. Analiz sonucunda olu\u015fan kodlama say\u0131s\u0131 283, kod say\u0131s\u0131 90 ve tema say\u0131s\u0131 62 olup temalar; \u00f6rg\u00fcte ve \u00e7al\u0131\u015fma prensibine ili\u015fkin unsurlar, ekonomik ve finansal unsurlar, sosyal ili\u015fki ve i\u00e7 motivasyon unsurlar\u0131, k\u00fclt\u00fcrel de\u011fer unsurlar\u0131, dini unsurlar ve evrensel de\u011fer unsurlar\u0131 alt\u0131nda toplanm\u0131\u015ft\u0131r.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nKat\u0131l\u0131m Bankac\u0131l\u0131\u011f\u0131, Reklam, \u0130\u00e7erik Analizi<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nG20, M37<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Kat\u0131l\u0131m Bankac\u0131l\u0131\u011f\u0131 Reklamlar\u0131nda \u0130\u00e7erik Analizi Yazar(lar): Fatma G\u00fcl Bilginer \u00d6zsaatc\u0131 Cilt: 10 Say\u0131: 5 Y\u0131l: 2019 Sayfa: 1127-1142 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2019.225 \u00d6z G\u00fcn\u00fcm\u00fcz\u00fcn rekabet yo\u011fun piyasalar\u0131nda i\u015fletmelerin hedef kitleye hitap etmelerinde kullan\u0131lan reklamlar finansal \u00fcr\u00fcnlerin tan\u0131t\u0131m\u0131nda ve pazarlamas\u0131nda da etkili olarak kullan\u0131lmaktad\u0131r. \u0130\u015fleyi\u015f […]<\/p>\n

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