Abstract
INVESTIGATION AND COMPARISON OF COMMUNICATION INSTRUMENTS AFFECTING THE BRAND PREFERENCE OF UNIVERSITY STUDENTS IN SPORT PRODUCTS
The first studies on the effect of mass media on the society or the masses started in the 1900s. In these studies, the effect of mass media on the masses and human beings was investigated. In the following studies, it is the study of how people interact with the mass media. Studies and discussions on this subject are still ongoing. In this context, these discussions constitute the problem of the study.
In this study, it is aimed to reveal the effect of mass media on the selection of sports products. The importance of the study is the effect of communication tools for the selection of sports equipment used in daily life. In this article, literature review and questionnaire study were performed. Within the scope of the universe and limitations of the study, a simple random sample was selected among university youth aged 18-25 years. In this context, students of Çanakkale Onsekiz Mart University, Faculty of Communication and Faculty of Sport Sciences were chosen as subjects.
As a result, it is foreseen that mass media are more effective in spreading prominent objects than people's preferences.
Keywords
Communication, Mass Media, Media, Sport, Product
