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Changes in Lifestyle Advertising During and After COVID-19 Pandemic Period

Year 2022, , 187 - 212, 30.12.2022

İpek Krom , Mehmet Sinan Tam

https://doi.org/10.16878/gsuilet.1167777

Abstract

Lifestyle allows marketers to access detailed personal information about consumers, presents images they can identify with through brands, and appeals to consumers by presenting similar or different lifestyles. The study presents conceptual information on lifestyle marketing and advertising through a literature review and content analysis for lifestyle advertisements during the pandemic and post-pandemic periods. This research aimed to examine the changing lifestyle advertising understanding during and after the Covid-19 pandemic period using the content analysis method. It is concluded in the research that advertisements during the pandemic period revealed lifestyles that offer values and role models for consumers to put into practice, as stated in the social learning theory. On the other hand, during the post-pandemic period, the dynamics have changed commercially, with advertisers concentrating on messages imposing that the pandemic was overcome. In the advertisements of the pandemic period, lifestyles such as e-socialization, family relations, working from home, e-consumption, and messages such as hope, spiritual belief, and healthy life were conveyed to consumers. In the post-pandemic period, the lifestyles proposed in the advertisements comprise family relations, fashion, working from home, loneliness, e-socialization, e-consumption, leisure activities, and digitalizing. In addition, the messages given include success, hope, nostalgia, and beliefs.

Keywords

Covid-19 pandemic period lifestyle post Covid-19 pandemic period lifestyle lifestyle marketing social media

References

  • Ahuvia, A., Carroll, B., & Yang, Y. (2006). Consumer culture theory and lifestyle segmentation, Innovative Marketing, 2(4), 33-43.
  • Aslan, D., & Özgün, Ö. (2009). Sosyal öğrenme kuramı, N. Aral & T. Duman (Eds.), Eğitim Psikolojisi (s. 271-290) İstanbul: Kriter Yayınları.
  • Beatty, S. E., Kahle, L.R., Homer, P., & Misra, S. (1985) Alternative measurement approaches to consumer values: The list of values and the rokeach value survey, Psychology and Marketing, 2(3), 181-200.
  • Blom, V., Lönn, A., Ekblom, B., Kallings, L. V., Väisänen, D., Hemmingsson, E., ... & Ekblom-Bak, E. (2021). Lifestyle habits and mental health in light of the two COVID-19 pandemic waves in Sweden, 2020. International Journal of Environmental Research and Public Health, 18(6), 1-19.
  • Bornstein, M. H., Jager, J., & Putnick, D. L. (2013). Sampling in developmental science: Situations, shortcomings, solutions, and standards. Developmental Review, 33(4), 357-370. Doi:10.1016/j.dr.2013.08.003
  • Bravo-Cucci, S., Chipia, J., Lobo, S., López, L., Munarriz-Medina, R., Alvarado-Santiago, T., & Núñez-Cortés, R. (2022). Lifestyles during the first wave of COVID-19: A cross-sectional study of 16,811 adults from Spanish-Speaking countries in South America. International Journal of Environmental Research and Public Health, 19(22), 1-11. DOI:10.3390/ ijerph192215318
  • Çalık, M., & Sözbilir, M. (2014). İçerik analizinin parametreleri. Eğitim ve Bilim, 39(174). 33-38. Doi:10.15390/EB.2014.3412
  • Çetinkaya, E. (2021). Reflection of Covid-19 pandemic on advertisements, Journal of Selçuk Communication, 14 (3), 1099-1125.
  • Deloitte, (2021). Türkiye’de tahmini medya ve reklam yatırımları. Erişim 25 Haziran 2022, https://www2.deloitte.com/tr/tr/pages/technology-media-and-telecommunications/articles/medya-yatirimlari-2021-raporu.html
  • Gonzalez, A. M., & Bello, L. (2002), The Construct ‘lifestyle’ in market segmentation: The behaviour of tourist consumers, European Journal of Marketing, 36 (1/2), 51- 85.
  • Graham, M., Milanowski, A., & Miller, J. (2012). Measuring and promoting inter-rater agreement of teacher and principal performance ratings. The Center for Educator Compensation and Reform (CECR), 1-33. https://eric.ed.gov/?id=ED532068
  • Hammerl, M., & Kradischnig, C. (2018). Conspicious consumption, T. K. Shackelford & V. A. Weekes-Shackelford (Eds.), Encylopedia of evolutionary psychological science, Springer: International Publishing.
  • Hawkins, D. I., Best, R. J., & Kenneth A. C. (1998). Consumer behavior: Building marketing strategy (7. Edition). USA: Irwin/McGraw Hill.
  • Husnain, M., & Akhtar, M. W. (2015). Impact of lifestyle on brand preferences (Genuine versus counterfeits smartphones). Journal of Business Administration Research, 4(2), 30-39.
  • Ipsos.com, (2012) Türkiye’yi anlama kılavuzu. Erişim 30 Mayıs 2022, http://www.turkiyeyianlamakilavuzu.com/
  • İlter, B., & Bayraktaroğlu, G. (2007). Kâr amacı gütmeyen sosyal içerikli pazarlama uygulamaları: Sosyal pazarlama. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28, 49-64.
  • İslamoğlu, A. H. (2003). Tüketici davranışı. Kırklareli: Beta.
  • Kahle, L. R. (1984). The values segmentation debate continues. Marketing News, 18(14).
  • Kahle, L. R., & Valette-Florence, P. (2014). Marketplace lifestyles in an age of social media: Theory and methods. New York: M. E. Sharpe.
  • Krom, İ. (2007). Sosyal statü göstergesi olarak ürün ve dergilerde yayınlanan kredi kartı reklamlarının stratejik analizi, Tezsiz Yüksek Lisans Programı Dönem projesi, Marmara Üniversitesi.
  • Kataria, M., & Larsen, K. (2009). Effects of social marketing on battery collection. Resources, Conservation and Recycling, 53(8), 429-433. Doi:10.1016/j.resconrec.2009.03.003
  • Loudon, D. L., & Bitta, A. J. D. (1988). Consumer behaviour (3. Edition). USA: McGraw Hill.
  • Madran, C., & Şahsenem K., (2002) Tüketici davranışını etkileyen bir faktör olarak yaşam tarzı: Çukurova Üniversitesi’nde okuyan kız öğrencilerin yaşam tarzı tiplerinin belirlenmesine yönelik araştırma, D.E.Ü.İ.İ.B.F. Dergisi, 17(1), 81-94.
  • Maxwell, J. M. (2009). Designing a qualitative study, L. Bickman & D. Rog (Eds.), The Sage handbook of applied social research methods (pp. 214-253). New York: SAGE.
  • Michman, R. D., Mazze, E. D., & Greco, A. (2003). Lifestyle marketing: Reaching the new American customer, USA: Greenwood Publishing Group.
  • Odabaşı, Y., & Barış, G. (2006). Tüketici davranışı (6. Edition). İstanbul: Mediacat.
  • Önder, B. A. (2021). Sosyal mesafe kavramının reklam tasarımlarında kullanılması: Karşılaştırmalı bir analiz. Communication & Technology Congress-CTC. April 12th-14th, 2021, Istanbul, Türkiye.
  • Panarese, P. & Azzarita, V. (2021). The impact of the Covid-19 pandemic on lifestyle: How young people adapted their leisure and routine during lockdown in Italy, Sage, 29 (4S), 35-64.
  • Rokeach, M. (1973). The nature of human values. New York: Free Press.
  • Sathish, S., & Rajamohan, D. A. (2012). Consumer behavior and lifestyle marketing, International Journal of Marketing, Financial Services and Management Research, 1(10), 152-166.
  • Schiffman, L. G., & Kanuk, L. L. (1997) Consumer behavior (6. Edition). USA: Prentice Hall International Editions. Schreier, M. (2012). Qualitative content analysis in practice. London: Sage publications.
  • Sezgin, A. & Karabacak, Z. İ. (2018). Background of “Pinned” images: Lifestyle advertising in social media, M. Epure & L. C. Mihaeş (Eds.), In the role of language and symbols in promotional strategies and marketing schemes (pp. 267-284). Pennsylvania: IGI Global.
  • Solomon, M. R. (1996). Consumer behavior: Buying, having and being (3. Edition) USA: Prentice Hall Inc. Thygesen, H., Bonsaksen, T., Schoultz, M., Roffolo, M., Leung, J., Price, D. and Ostertun, Geirdal, A. (2021). Use and self-perceived effects of social media before and after the Covid-19 outbreak: a cross-national study, Health & Technology, 11, 1347-1357.
  • TİAK, (2021). Televizyon izleme ölçümü 2020 yıllığı. Erişim 1 Temmuz 2022, https://tiak.com.tr/upload/files/2020yillik.pdf
  • Tuzin, B. & Tuysuz, S. (2022). Special feature on social, economic and spatial impacts of Covid-19 Pandemic in Turkey, Asia-Pacific Journal of Regional Science, 6, 1041-1051.
  • TÜİK, (2021). Yazılı medya istatistikleri. Erişim 1 Temmuz 2022, https://data.tuik.gov.tr/Bulten/Index?p=Yazili-Medya--Istatistikleri-2019-33620v
  • TÜİK, (2020). Hanehalkı bilişim teknolojileri (BT) kullanım araştırması. Erişim 4 Temmuz 2022, https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020
  • Volkmer, I. (2021). Social media and Covid-19: A global study of digital crises among Gen Z and millennials, Melbourne: Wunderman Thompson.
  • Vyncke, P. (2002). Lifestyle segmentation: From attitudes, interests and opinions to values, aesthetic styles, life visions and media preferences, European Journal of Communication, 17 (December), 445-463. Walker, S. N., & Hill-Polerecky, D. M. (1996). Psychometric evaluation of the health-promoting lifestyle profile II. Unpublished manuscript, University of Nebraska Medical Center, 13, 120-126.
  • Weber, M. (2004). Sosyoloji yazıları (T. Parla, Çev.). İstanbul: İletişim Yayınları. Worldometer, (29 July 2022). Covid-19 coronavirus pandemic. Erişim 30 Temmuz 2022, https://www.worldometers.info/coronavirus/
  • Yıldırım, A., & Şimşek, H. (2011). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin.

Changements dans la publicité sur le mode de vie pendant et après la période de pandémie de covid-19

Year 2022, , 187 - 212, 30.12.2022

İpek Krom , Mehmet Sinan Tam

https://doi.org/10.16878/gsuilet.1167777

Abstract

Le style de vie donne aux spécialistes du marketing la possibilité d'accéder à des informations personnelles détaillées sur les consommateurs, présente des images auxquelles ils peuvent s'identifier par le biais des marques, et séduit ainsi les consommateurs en présentant des styles de vie similaires ou différents. L'étude présente des informations conceptuelles sur le marketing et la publicité liés au style de vie à travers une revue de la littérature, ainsi qu'une analyse de contenu des publicités liées au style de vie pendant les périodes pandémique et post-pandémique. Dans cette recherche, l'objectif est d'examiner l'évolution de la compréhension de la publicité sur le style de vie pendant et après la période de pandémie de Covid-19 en utilisant la méthode d'analyse de contenu. La recherche conclut que les publicités pendant la période de pandémie révèlent des styles de vie qui offrent des valeurs et des modèles à mettre en pratique pour les consommateurs, comme le stipule la théorie de l'apprentissage social. D'autre part, pendant la période post-pandémique, la dynamique a changé sur le plan commercial avec les annonces qui se concentrent sur des messages répétant que la pandémie a été surmontée. Dans les publicités de la période de pandémie, des modes de vie tels que l'e-socialisation, les relations familiales, le travail à domicile, l'e-consommation et des messages tels que l'espoir, la croyance spirituelle et une vie saine étaient transmis aux consommateurs. Dans la période post-pandémique, les modes de vie proposés dans les publicités comprennent les relations familiales, la mode, le travail à domicile, la solitude, l'e-socialisation, l'e-consommation, les activités de loisirs et la numérisation. De plus, les messages donnés comprennent : nous avons réussi, l'espoir, la nostalgie et les croyances.

Keywords

mode de vie après la période de pandémie de covid-19 mode de vie de la période pandémique covid-19 marketing pour le mode de vie des médias sociaux

References

  • Ahuvia, A., Carroll, B., & Yang, Y. (2006). Consumer culture theory and lifestyle segmentation, Innovative Marketing, 2(4), 33-43.
  • Aslan, D., & Özgün, Ö. (2009). Sosyal öğrenme kuramı, N. Aral & T. Duman (Eds.), Eğitim Psikolojisi (s. 271-290) İstanbul: Kriter Yayınları.
  • Beatty, S. E., Kahle, L.R., Homer, P., & Misra, S. (1985) Alternative measurement approaches to consumer values: The list of values and the rokeach value survey, Psychology and Marketing, 2(3), 181-200.
  • Blom, V., Lönn, A., Ekblom, B., Kallings, L. V., Väisänen, D., Hemmingsson, E., ... & Ekblom-Bak, E. (2021). Lifestyle habits and mental health in light of the two COVID-19 pandemic waves in Sweden, 2020. International Journal of Environmental Research and Public Health, 18(6), 1-19.
  • Bornstein, M. H., Jager, J., & Putnick, D. L. (2013). Sampling in developmental science: Situations, shortcomings, solutions, and standards. Developmental Review, 33(4), 357-370. Doi:10.1016/j.dr.2013.08.003
  • Bravo-Cucci, S., Chipia, J., Lobo, S., López, L., Munarriz-Medina, R., Alvarado-Santiago, T., & Núñez-Cortés, R. (2022). Lifestyles during the first wave of COVID-19: A cross-sectional study of 16,811 adults from Spanish-Speaking countries in South America. International Journal of Environmental Research and Public Health, 19(22), 1-11. DOI:10.3390/ ijerph192215318
  • Çalık, M., & Sözbilir, M. (2014). İçerik analizinin parametreleri. Eğitim ve Bilim, 39(174). 33-38. Doi:10.15390/EB.2014.3412
  • Çetinkaya, E. (2021). Reflection of Covid-19 pandemic on advertisements, Journal of Selçuk Communication, 14 (3), 1099-1125.
  • Deloitte, (2021). Türkiye’de tahmini medya ve reklam yatırımları. Erişim 25 Haziran 2022, https://www2.deloitte.com/tr/tr/pages/technology-media-and-telecommunications/articles/medya-yatirimlari-2021-raporu.html
  • Gonzalez, A. M., & Bello, L. (2002), The Construct ‘lifestyle’ in market segmentation: The behaviour of tourist consumers, European Journal of Marketing, 36 (1/2), 51- 85.
  • Graham, M., Milanowski, A., & Miller, J. (2012). Measuring and promoting inter-rater agreement of teacher and principal performance ratings. The Center for Educator Compensation and Reform (CECR), 1-33. https://eric.ed.gov/?id=ED532068
  • Hammerl, M., & Kradischnig, C. (2018). Conspicious consumption, T. K. Shackelford & V. A. Weekes-Shackelford (Eds.), Encylopedia of evolutionary psychological science, Springer: International Publishing.
  • Hawkins, D. I., Best, R. J., & Kenneth A. C. (1998). Consumer behavior: Building marketing strategy (7. Edition). USA: Irwin/McGraw Hill.
  • Husnain, M., & Akhtar, M. W. (2015). Impact of lifestyle on brand preferences (Genuine versus counterfeits smartphones). Journal of Business Administration Research, 4(2), 30-39.
  • Ipsos.com, (2012) Türkiye’yi anlama kılavuzu. Erişim 30 Mayıs 2022, http://www.turkiyeyianlamakilavuzu.com/
  • İlter, B., & Bayraktaroğlu, G. (2007). Kâr amacı gütmeyen sosyal içerikli pazarlama uygulamaları: Sosyal pazarlama. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28, 49-64.
  • İslamoğlu, A. H. (2003). Tüketici davranışı. Kırklareli: Beta.
  • Kahle, L. R. (1984). The values segmentation debate continues. Marketing News, 18(14).
  • Kahle, L. R., & Valette-Florence, P. (2014). Marketplace lifestyles in an age of social media: Theory and methods. New York: M. E. Sharpe.
  • Krom, İ. (2007). Sosyal statü göstergesi olarak ürün ve dergilerde yayınlanan kredi kartı reklamlarının stratejik analizi, Tezsiz Yüksek Lisans Programı Dönem projesi, Marmara Üniversitesi.
  • Kataria, M., & Larsen, K. (2009). Effects of social marketing on battery collection. Resources, Conservation and Recycling, 53(8), 429-433. Doi:10.1016/j.resconrec.2009.03.003
  • Loudon, D. L., & Bitta, A. J. D. (1988). Consumer behaviour (3. Edition). USA: McGraw Hill.
  • Madran, C., & Şahsenem K., (2002) Tüketici davranışını etkileyen bir faktör olarak yaşam tarzı: Çukurova Üniversitesi’nde okuyan kız öğrencilerin yaşam tarzı tiplerinin belirlenmesine yönelik araştırma, D.E.Ü.İ.İ.B.F. Dergisi, 17(1), 81-94.
  • Maxwell, J. M. (2009). Designing a qualitative study, L. Bickman & D. Rog (Eds.), The Sage handbook of applied social research methods (pp. 214-253). New York: SAGE.
  • Michman, R. D., Mazze, E. D., & Greco, A. (2003). Lifestyle marketing: Reaching the new American customer, USA: Greenwood Publishing Group.
  • Odabaşı, Y., & Barış, G. (2006). Tüketici davranışı (6. Edition). İstanbul: Mediacat.
  • Önder, B. A. (2021). Sosyal mesafe kavramının reklam tasarımlarında kullanılması: Karşılaştırmalı bir analiz. Communication & Technology Congress-CTC. April 12th-14th, 2021, Istanbul, Türkiye.
  • Panarese, P. & Azzarita, V. (2021). The impact of the Covid-19 pandemic on lifestyle: How young people adapted their leisure and routine during lockdown in Italy, Sage, 29 (4S), 35-64.
  • Rokeach, M. (1973). The nature of human values. New York: Free Press.
  • Sathish, S., & Rajamohan, D. A. (2012). Consumer behavior and lifestyle marketing, International Journal of Marketing, Financial Services and Management Research, 1(10), 152-166.
  • Schiffman, L. G., & Kanuk, L. L. (1997) Consumer behavior (6. Edition). USA: Prentice Hall International Editions. Schreier, M. (2012). Qualitative content analysis in practice. London: Sage publications.
  • Sezgin, A. & Karabacak, Z. İ. (2018). Background of “Pinned” images: Lifestyle advertising in social media, M. Epure & L. C. Mihaeş (Eds.), In the role of language and symbols in promotional strategies and marketing schemes (pp. 267-284). Pennsylvania: IGI Global.
  • Solomon, M. R. (1996). Consumer behavior: Buying, having and being (3. Edition) USA: Prentice Hall Inc. Thygesen, H., Bonsaksen, T., Schoultz, M., Roffolo, M., Leung, J., Price, D. and Ostertun, Geirdal, A. (2021). Use and self-perceived effects of social media before and after the Covid-19 outbreak: a cross-national study, Health & Technology, 11, 1347-1357.
  • TİAK, (2021). Televizyon izleme ölçümü 2020 yıllığı. Erişim 1 Temmuz 2022, https://tiak.com.tr/upload/files/2020yillik.pdf
  • Tuzin, B. & Tuysuz, S. (2022). Special feature on social, economic and spatial impacts of Covid-19 Pandemic in Turkey, Asia-Pacific Journal of Regional Science, 6, 1041-1051.
  • TÜİK, (2021). Yazılı medya istatistikleri. Erişim 1 Temmuz 2022, https://data.tuik.gov.tr/Bulten/Index?p=Yazili-Medya--Istatistikleri-2019-33620v
  • TÜİK, (2020). Hanehalkı bilişim teknolojileri (BT) kullanım araştırması. Erişim 4 Temmuz 2022, https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020
  • Volkmer, I. (2021). Social media and Covid-19: A global study of digital crises among Gen Z and millennials, Melbourne: Wunderman Thompson.
  • Vyncke, P. (2002). Lifestyle segmentation: From attitudes, interests and opinions to values, aesthetic styles, life visions and media preferences, European Journal of Communication, 17 (December), 445-463. Walker, S. N., & Hill-Polerecky, D. M. (1996). Psychometric evaluation of the health-promoting lifestyle profile II. Unpublished manuscript, University of Nebraska Medical Center, 13, 120-126.
  • Weber, M. (2004). Sosyoloji yazıları (T. Parla, Çev.). İstanbul: İletişim Yayınları. Worldometer, (29 July 2022). Covid-19 coronavirus pandemic. Erişim 30 Temmuz 2022, https://www.worldometers.info/coronavirus/
  • Yıldırım, A., & Şimşek, H. (2011). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin.

COVID-19 Pandemi Dönemi ve Sonrasında Değişen Yaşam Tarzı Reklamcılık Anlayışı

Year 2022, , 187 - 212, 30.12.2022

İpek Krom , Mehmet Sinan Tam

https://doi.org/10.16878/gsuilet.1167777

Abstract

Yaşam tarzı, pazarlamacılara tüketiciler hakkında ayrıntılı kişisel bilgilere ulaşabilme imkânı vererek markalar aracılığıyla tüketiciye özdeşleşebilecekleri imajları sunmakta ve benzer ya da farklı yaşam tarzları ortaya koyarak tüketicilere bu yolla çekici gelmektedir. Çalışma, yaşam tarzı pazarlama ve yaşam tarzı reklamcılık üzerine bir literatür taraması ile kavramsal bilginin yanı sıra pandemi ve post-pandemi dönemleri yaşam tarzı reklamlarına yönelik bir içerik analizi sunmaktadır. Bu araştırmada içerik analizi yöntemi kullanılarak Covid-19 pandemi dönemi ve sonrasında değişen yaşam tarzı reklamcılık anlayışını incelemek amaçlanmıştır. Araştırma sonucuna göre pandemi dönemindeki yaşam tarzı reklamlarında sosyal öğrenme kuramında belirtildiği gibi tüketicilerin uygulamaya geçirmesi için onlara bir değer sunan ve bir rol modeli teşkil eden yaşam tarzları ortaya konulduğu görülmüştür. Post pandemi döneminde ise reklam içerikleri pandeminin atlatıldığı şeklinde mesajlara yoğunlaşarak ticari yönlü değişmiştir. Öte yandan pandemi dönemi reklamlarında tüketicilere e-sosyalleşme, aile ilişkileri, evden çalışma, e-tüketim gibi yaşam tarzları ile umut, inanç ve sağlıklı yaşam benzeri mesajlar iletilmiştir. Post pandemi döneminde ise tüketicilere aile ilişkileri, moda, evden çalışma, yalnızlık, e-sosyalleşme, e-tüketim, boş zaman aktiviteleri, stres yönetimi ve dijitalleşme gibi yaşam tarzları ile başardık, umut, hasret ve inanç gibi mesajlar iletilmiştir.

Keywords

Covid-19 pandemi dönemi yaşam tarzı post Covid-19 pandemi dönemi yaşam tarzı yaşam tarzı pazarlama sosyal medya

References

  • Ahuvia, A., Carroll, B., & Yang, Y. (2006). Consumer culture theory and lifestyle segmentation, Innovative Marketing, 2(4), 33-43.
  • Aslan, D., & Özgün, Ö. (2009). Sosyal öğrenme kuramı, N. Aral & T. Duman (Eds.), Eğitim Psikolojisi (s. 271-290) İstanbul: Kriter Yayınları.
  • Beatty, S. E., Kahle, L.R., Homer, P., & Misra, S. (1985) Alternative measurement approaches to consumer values: The list of values and the rokeach value survey, Psychology and Marketing, 2(3), 181-200.
  • Blom, V., Lönn, A., Ekblom, B., Kallings, L. V., Väisänen, D., Hemmingsson, E., ... & Ekblom-Bak, E. (2021). Lifestyle habits and mental health in light of the two COVID-19 pandemic waves in Sweden, 2020. International Journal of Environmental Research and Public Health, 18(6), 1-19.
  • Bornstein, M. H., Jager, J., & Putnick, D. L. (2013). Sampling in developmental science: Situations, shortcomings, solutions, and standards. Developmental Review, 33(4), 357-370. Doi:10.1016/j.dr.2013.08.003
  • Bravo-Cucci, S., Chipia, J., Lobo, S., López, L., Munarriz-Medina, R., Alvarado-Santiago, T., & Núñez-Cortés, R. (2022). Lifestyles during the first wave of COVID-19: A cross-sectional study of 16,811 adults from Spanish-Speaking countries in South America. International Journal of Environmental Research and Public Health, 19(22), 1-11. DOI:10.3390/ ijerph192215318
  • Çalık, M., & Sözbilir, M. (2014). İçerik analizinin parametreleri. Eğitim ve Bilim, 39(174). 33-38. Doi:10.15390/EB.2014.3412
  • Çetinkaya, E. (2021). Reflection of Covid-19 pandemic on advertisements, Journal of Selçuk Communication, 14 (3), 1099-1125.
  • Deloitte, (2021). Türkiye’de tahmini medya ve reklam yatırımları. Erişim 25 Haziran 2022, https://www2.deloitte.com/tr/tr/pages/technology-media-and-telecommunications/articles/medya-yatirimlari-2021-raporu.html
  • Gonzalez, A. M., & Bello, L. (2002), The Construct ‘lifestyle’ in market segmentation: The behaviour of tourist consumers, European Journal of Marketing, 36 (1/2), 51- 85.
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There are 41 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

İpek Krom 0000-0002-9420-0913

Mehmet Sinan Tam 0000-0001-9897-0803

Publication Date December 30, 2022
Acceptance Date December 22, 2022
Published in Issue Year 2022

Cite

APA Krom, İ., & Tam, M. S. (2022). Changes in Lifestyle Advertising During and After COVID-19 Pandemic Period. Galatasaray Üniversitesi İletişim Dergisi(37), 187-212. https://doi.org/10.16878/gsuilet.1167777

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