Title: Turkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences

Authors: Androniki Kavoura; Sezen Bozyigit; Eda Yasa Ozelturkay

Addresses: University of West Attica, Ag. Spiridonos, 12210, Aigaleo, Athens, Greece ' Tarsus School of Applied Technology and Management, Tarsus University, Takbas Mahallesi, Kartaltepe Sokak, 33400 Tarsus/Mersin, Turkey ' Faculty of Economics and Administrative Sciences, Cag University, Yasar Baybogan Campus, Adana-Mersin Karayolu Uzeri, Tarsus Mersin, Turkey

Abstract: The purpose of the research was to determine the way respondents from two different countries employ offline and online social media, namely: 1) to investigate Greek consumer preferences on the use of advertising tools when purchasing gifts; 2) to investigate Turkish consumer preferences on the use of advertising tools when purchasing gifts; 3) to identify differences in the advertising preferences with reference to offline and online media tools of different consumer cultures in terms of gender and nationality characteristics. Turkish and Greek men are more familiar than women with new technologies and paid more attention to online advertising media, a finding that sheds light to the contradictory results of literature so far. SMS advertising has significant differentiation between Greek and Turkish; Turkish have more preference for radio however Greek prefer magazine advertisements, justifying the significant role of traditional media even if literature argues for their obsolete role.

Keywords: gift purchasing decisions; online media; offline media; gender differences; consumer behaviour; Turkey; Greece.

DOI: 10.1504/IJTMKT.2020.105120

International Journal of Technology Marketing, 2020 Vol.14 No.1, pp.1 - 21

Accepted: 06 Apr 2019
Published online: 13 Feb 2020 *

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