Does credibility affect book purchase intention? A review of young people

Knowledge has been guide for societies and protect the value of itself throughout the history. Reading is required for obtaining knowledge. Acquiring reading habit is possible with reading regularly and continuously from the early ages. Acquiring reading habit at an early age plays an important role on people and society's evolution. Until today, a lot of developed community in advance stage thanks to gathering knowledge by reading habit. These improvement and advancement gain acceleration with developments in technology. Development of technology has changed the from of competition between brands. Lots of establishments choose famous which are popular on media and suitable for their brand as a consultative committee at the same time they match products with famous people. Businesses provide options for choosing model of the celebrities are the face of the brand by this way. In this case, it is thought that there can be an effect of famous people on youngs in a way of gaining reading habit which has an important effect on people's life and countries' development. In this study, young people's decisions which can become different or not on buying books in terms of their features are researched adding to effect of celebrities' on reading habit and decisions on buying book. Field research has been carried out on May-November 2017. 1400 people has been answered the survey. But because of the incomplete surveys which are answered in elaboretely analyzes are done on 620 surveys. Data is gathered by convenience sampling method. Thesis consist of two parts. In first part the topic is examined by theoretical and conceptional adding to this in second part there is a field research and it's findings. In first step of field research a web based survey is implemented of to the students of Faculty of Economics and Administrative Sciences of Aksaray University. With this survey implementation the most followed female and male fames are identified. These celebrities' effects on reading habit and decisions on buying book are investigated. The effects of celebrities' source credibility on young's intentions to buying book, behavioural intent, effect of intention to buying books which are showed on TV serial of he/she plays a role in it and effect of buying book again are searched. According to finding of analysis celebritys source credibility has a positive and meaningful as statistical effect on intentions of young's about book. Also famous people's trustworthiness, expertness and attractiveness effect youngs' decisions towards books. Other important finding is that females are more care about book's feature, advertisements, social media and celebrities on choosing book. In manner of reading habit development, males have got more developed attitude.