The Role of Popular TV Series and TV Series Characters in Creating Brand Awareness

Abstract

Over the recent years, domestic TV series have taken the place of Western TV series in Turkey. Within time, these domestic series have become irreplaceable for both viewers as well as the producers. These TV series have an important role in terms of their influence on the audience. After being discovered by brands and brand managers, such productions have become a method that is resorted by those who aim to raise awareness. The purpose of this study is to determine the influence of TV series and TV series characters in raising brand awareness. For this purpose, people living in Malatya central district have been chosen as the main mass, and a questionnaire was applied to a sample chosen from among this mass. Data obtained from the applied questionnaire were evaluated. As a result, it was seen that the awareness level changed according to demographic characteristics such as age, sex, education level, marital status; and the number of TV series viewed as well as the frequency of viewing the commercials. It was determined that women watched more TV series compared to men; that there was a relationship between the number of TV series watched and the awareness level; and that women had a higher level of awareness compared to men, while those who are single had a higher level of awareness compared to those who are married, and those who are married had a higher level of awareness compared to those who are widowed. On the other hand, it was seen that a positive relationship existed between age, sex and education level variables and brand awareness. As a result, based on this research which had been conducted with limited sources, it can be said that TV series and TV series characters have an influence over brand awareness.