REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR

The success of companies operating in global markets is ensured by the well-known cultural value of the society to sell and its implementation in the local market. In the strategy of postmodern marketing which is replaced massive production and consumption in the modern society more micro perspectiv...

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Autores principales:	Emine ŞAHİN, Mehmet YÜNAÇTI
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	black fr Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/433d2e303c9c42729a3483ea32ee75a2
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spelling	oai:doaj.org-article:433d2e303c9c42729a3483ea32ee75a22021-11-24T09:20:39ZREACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR2148-416310.9761/JASSS7788https://doaj.org/article/433d2e303c9c42729a3483ea32ee75a22019-10-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1759058336_23-Dr.%20%C3%96%C4%9Fr.%20%C3%9Cyesi%20Emine%20%C5%9Eahin.pdf&key=28904https://doaj.org/toc/2148-4163The success of companies operating in global markets is ensured by the well-known cultural value of the society to sell and its implementation in the local market. In the strategy of postmodern marketing which is replaced massive production and consumption in the modern society more micro perspective is dominant. The companies steer the marketing by considering the cultural differences between consumer groups. It is known that calling Friday which is considered important days by Muslim society as Black Friday causes the reaction in the society. In this research, how perceived the society attitude against Black Friday which is consumption ritual firms used to shape their marketing campaigns in the global market, consumers attitudes against this day and purchasing behaviors, the contradiction between negative attitudes and purchasing behaviors, despite this contradiction, the reasons of purchasing behaviors are aimed to reveal according to Cognitive Contradiction Theory. In this direction, it has been done interview with deeply with ten person who defined by using aim targeted sample identification method in the research where qualitative pattern is used. In this study, half structured interview form has been used and the answers of participants has been analyzed by open coding. In the result of research, it has been identified that participant think most of the society have negative approach on Black Friday because of religious, cultural, ideological, psychological reasons, and most of the participants have negative approach but they demonstrate purchasing behavior in this day and explain this behavior with rational reasons. Obtained findings in this research are useful in the sense of being important to steer marketing campaign applied in the important days by firms are active in the global market.Emine ŞAHİNMehmet YÜNAÇTIFırat Universityarticleblack frSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 11, Iss 71, Pp 387-404 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	black fr Social Sciences H Social sciences (General) H1-99
spellingShingle	black fr Social Sciences H Social sciences (General) H1-99 Emine ŞAHİN Mehmet YÜNAÇTI REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR
description	The success of companies operating in global markets is ensured by the well-known cultural value of the society to sell and its implementation in the local market. In the strategy of postmodern marketing which is replaced massive production and consumption in the modern society more micro perspective is dominant. The companies steer the marketing by considering the cultural differences between consumer groups. It is known that calling Friday which is considered important days by Muslim society as Black Friday causes the reaction in the society. In this research, how perceived the society attitude against Black Friday which is consumption ritual firms used to shape their marketing campaigns in the global market, consumers attitudes against this day and purchasing behaviors, the contradiction between negative attitudes and purchasing behaviors, despite this contradiction, the reasons of purchasing behaviors are aimed to reveal according to Cognitive Contradiction Theory. In this direction, it has been done interview with deeply with ten person who defined by using aim targeted sample identification method in the research where qualitative pattern is used. In this study, half structured interview form has been used and the answers of participants has been analyzed by open coding. In the result of research, it has been identified that participant think most of the society have negative approach on Black Friday because of religious, cultural, ideological, psychological reasons, and most of the participants have negative approach but they demonstrate purchasing behavior in this day and explain this behavior with rational reasons. Obtained findings in this research are useful in the sense of being important to steer marketing campaign applied in the important days by firms are active in the global market.
format	article
author	Emine ŞAHİN Mehmet YÜNAÇTI
author_facet	Emine ŞAHİN Mehmet YÜNAÇTI
author_sort	Emine ŞAHİN
title	REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR
title_short	REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR
title_full	REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR
title_fullStr	REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR
title_full_unstemmed	REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR
title_sort	reaction against global consuming ritual "black friday" and contradictory purchasing behaviour
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/433d2e303c9c42729a3483ea32ee75a2
work_keys_str_mv	AT eminesahin reactionagainstglobalconsumingritualblackfridayandcontradictorypurchasingbehaviour AT mehmetyunacti reactionagainstglobalconsumingritualblackfridayandcontradictorypurchasingbehaviour
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REACTION AGAINST GLOBAL CONSUMING RITUAL "BLACK FRIDAY" AND CONTRADICTORY PURCHASING BEHAVIOUR

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