Soap Opera Effect on Product Preferences in Terms of Country Image: A Case of Turkish TV Serials in Albanian Market

Köksal, Yüksel; Gjana, Nihal Icoz

doi:10.14706/jeocss11513

Cited by 3 publications

(3 citation statements)

References 16 publications

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“…This thematic cultural familiarity reveals the intrinsic tendencies linked to the consumer's choices. Indeed, as shown by Yüksel Köksal and Nihal İçöz Gjana 35 the numerous works (Crawford & Lamb, 1981; Wang & Lamb, 1983; Watson & Wright, 1999) analyzing consumer choices observed a preference for productions emanating from a country that shares some cultural aspects with the country of the consumer. As examined by Köksal and İçöz Gjana (2015), "the country of origin image (COI) consists of views and beliefs a person may hold about a specific country. "…”

Section: Article the Attractiveness Of Cultural Ambiguity: Between Differences And Proximitymentioning

confidence: 98%

Reinventing Hybridity in a Globalized Context: The Case of Turkish Soap Operas and Their Reception in Morocco

Rafi¹

2020

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This article aims to examine Turkish soap operas as a multi-faceted phenomenon that, as a product of cultural hybridization, will also contribute to similar cultural hybridization in the countries and regions where they are broadcasted. The purpose is to highlight the fact that this is not a unilateral process of cultural influence, with an active production pole and a static and non-active receptor, but rather a dialectical process of hybridization, transformation, and adaptation. Analyzing the power of television and the strategies used by soap operas to attract an audience, the article highlights the dynamics accompanying their diffusion and the impact on the watchers. The main conclusion of this work is that Turkish soap operas are at the same time an outcome of cultural hybridization and a vector of this phenomenon since the series will influence the cultural frame of references of their host societies. The case study on Morocco helps us understand the encompassing dynamics at stake when it comes to cultural influence and interaction.

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Section: Article the Attractiveness Of Cultural Ambiguity: Between Differences And Proximitymentioning

confidence: 98%

Reinventing Hybridity in a Globalized Context: The Case of Turkish Soap Operas and Their Reception in Morocco

Rafi¹

2020

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“…This feature of the Turkish series has made them an attractive platform for embedded advertising and product placement (Köksal and I ̇çöz Gjana, 2015). Highly-rated TV shows could count on getting advertisements from world brands in their new episodes.…”

mentioning

confidence: 99%

“…The distribution of Turkish series among the Arabic-speaking audience is quite actively researched (Berg, 2017;Berg, 2020;Salamandra, 2012;Yanardağoğlu and Karam, 2013); the Arab diaspora's interest in Turkish series was also separately examined (Georgiou, 2012). Furthermore, the series viewership in Greece (Kuyucu, 2014), Indonesia (Rakhmani and Zakiah, 2020), and the Balkans (Köksal and I ̇çöz Gjana, 2015) was also studied. Separately, the global impact of Turkish TV series as soft power (Al Ghazzi and Kraidy, 2013), their impact on the development of tourist flows to Turkey (Balli et al, 2013), the potential power of actors (Kaptan and Algan, 2021) and directors (Afacan Fındıklı and Yozgat, 2012) were examined.…”

mentioning

confidence: 99%

Embedding Crimea in Russia(n Empire): Russian views on Crimea in the series ‘Kurt Seyit and Shura/Alexandra’

Brileva

2023

International Communication Gazette

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Despite the Russian viewers’ interest in Turkish TV series, only a few Turkish TV series got aired on a federal channel in Russia. One of them is ‘Kurt Seyit and Shura.’ It was broadcast in Turkey between 4 March and 20 November 2014, coinciding with the beginning and the acute phase of Russia's annexation of Crimea. The historical context of the events depicted in the TV series (especially St Petersburg and Crimea in late imperial Russia) aligns to the highest with the new Russian ideology, which began to consider Crimea a part of modern Russia. Soon the series got translated into Russian and broadcast in Russia on a federal channel. Ironically, for the Russian audience, it exemplified the historical integration of Crimean Tatars in the history of the Russian Empire. The article considers perception of the TV series in Russia as ‘misunderstanding’ between two cultural hegemonies: Turkey and Russia.

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Impact of TV dramas on consumers' travel, shopping and purchase intentions

Ertz

Sarigöllü²,

Karakas

et al. 2020

J of Consumer Behaviour

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Countries are increasingly competing with each other to attract tourists. However, little is known about how consumers' tourism-related behaviors respond to country image endeavors, such as TV dramas. We propose that as an important image source TV dramas from a country contribute to crafting the country's brand image and thereby influence viewers' tourism related intentions. Considering the case of Turkish TV dramas and drawing on the Hierarchical Decision Model (HDM), a survey of 400 Arab viewers revealed that exposure to Turkish TV dramas results in increased intentions to visit and shop in Turkey as well as to purchase products made in Turkey. Furthermore, while increase in purchase intentions results primarily from enhanced experiential associations related to the country, increase in visit or shopping intentions results from improved status associations related to the country.

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Soap Opera Effect on Product Preferences in Terms of Country Image: A Case of Turkish TV Serials in Albanian Market

Cited by 3 publications

References 16 publications

Reinventing Hybridity in a Globalized Context: The Case of Turkish Soap Operas and Their Reception in Morocco

Reinventing Hybridity in a Globalized Context: The Case of Turkish Soap Operas and Their Reception in Morocco

Embedding Crimea in Russia(n Empire): Russian views on Crimea in the series ‘Kurt Seyit and Shura/Alexandra’

Impact of TV dramas on consumers' travel, shopping and purchase intentions

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