A STUDY TO UNDERSTAND THE CHANGES IN THE ATTITUDES AND BEHAVIORS OF CONSUMERS IN THE LIGHT OF DEVELOPMENTS AND CHANGES IN THE ADVERTISING AND MEDIA ECOSYSTEM

Abstract

The needs, demands and expectations of the society we live in are changing day by day. Technological developments, changes in the balance of nature and the increasing power of capitalism; affects our daily lives, habits, attitudes and behaviors and causes a significant change, albeit slowly in some and fast in others. The aim of this research is, under the developing and changing conditions of the world we live in; by shedding light on the habits, expectations, changing needs, attitudes and behaviors of consumers; is to reveal how it is reflected in the brand perception, media and advertising sector. In this study, in-depth interview, which is one of the data collection methods in qualitative research, was used. Interviews were conducted with 33 participants in the 15-18, 19-25 and 26-35 age groups, based on 46 questions. Descriptive analysis technique was applied on the collected data. As a result of the research, the traditional media consumption habits of the age groups, the level of awareness and anxiety about the violation of personal data, their attitudes and behaviors towards advertisements, their online shopping journeys, their use of social media, their perspectives on influencers, and finally their approach to the concept of socially responsible brand and advertisement according to age groups. differing opinions or having similar thoughts regardless of their age were interpreted in a comparative perspective and the findings related to the relevant themes were presented in detail.