YARATICI PAZARLAMA KAMPANYALARININ TÜKETİCİ TUTUMUNA ETKİSİ
THE IMPACT OF CREATIVE MARKETING CAMPAIGNS ON CONSUMER ATTITUDES

Summary/Abstract: This study examines the effects of creative marketing campaigns on consumer attitudes. Creativity is evaluated as a key element that provides competitive advantage to brands within the marketing process and influences consumer perception, brand image, and purchase intention. The research was conducted using a quantitative approach within a cross-sectional and relational survey design. Data was collected through a questionnaire administered to 300 consumers who had been exposed to creative marketing campaigns. A fivepoint Likert-type scale with a single-factor structure and high reliability was used as the measurement instrument. Since the data did not follow a normal distribution, non-parametric tests were employed in the analyses. The findings indicate that consumer attitudes do not differ significantly according to demographic variables; however, the channel through which consumers encountered creative campaigns and their level of advertisement engagement significantly affected their attitudes. Participants exposed to creative campaigns via YouTube reported higher attitude scores than those exposed via television. Additionally, an increase in advertisement-following behavior was associated with more positive attitudes toward creative campaigns. Overall, the results demonstrate that creative marketing campaigns contribute to positive perceptions, favorable emotional responses, enhanced brand interest, and increased purchase intention among consumers.

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