TY  - JOUR
T1  - Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG
TT  - TOGG’un sosyal medya reklamlarının beyindeki izleri: EEG ile bir nöropazarlama araştırması
AU  - Ayar Şentürk, Hayat
AU  - Akkök, Seyfullah
PY  - 2025
DA  - June
Y2  - 2025
DO  - 10.26650/CONNECTIST2025-1474143
JF  - Connectist: Istanbul University Journal of Communication Sciences
PB  - Istanbul University
WT  - DergiPark
SN  - 2636-8943
SP  - 72
EP  - 94
IS  - 68
LA  - en
AB  - One of the main goals of marketing communication research is to assess communication effectiveness. Although neurosci entific methods are gaining popularity for providing more objective insights than traditional approaches, neuromarketing studies on advertising effectiveness and consumer cognition remain limited. Thus, there is a growing need for neuro sciencebased research to better understand how social media ads impact consumer cognition. This study conducted a neuromarketing experiment using electroencephalography to measure the physiological effects of social media ads on the brain. Within the Elaboration Likelihood Model framework, participants’ brain waves were recorded while viewing selected ads, and their cognitive processes were analyzed. The study offers three key contributions. First, it examines the brain waves that consumers cannot consciously control, revealing the links between ad effectiveness, product preference, and memorability. Second, it compares the neural data of low and highinvolvement consumers to determine more effective persuasion routes. Third, this paper represents one of the first neuromarketing studies to examine the cognitive impact of advertisements for TOGG, Türkiye’s first domestic automobile brand, thereby contributing to strategic marketing efforts. The findings of this study provide insights for brands to optimize their advertising strategies based on brainbased data and to enhance consumers’ positive brand experiences.
KW  - EEG
KW  - neuromarketing
KW  - consumer neuroscience
KW  - social media ads
KW  - TOGG
N2  - Pazarlama iletişimi araştırmalarının temel amaçlarından biri, iletişimin etkinliğini ölçmektir. Geleneksel araştırma yöntemlerine kıyasla daha objektif bulgular elde etmede nörobilimsel yöntemlerin artan popülaritesine rağmen, reklam etkinliği ve tüketicilerin zihni üzerine yapılan nöropazarlama çalışmaları hala sınırlıdır. Bu nedenle, sosyal medya reklamlarının tüketici zihnindeki etkilerinin daha iyi anlaşılması için nörobilim temelli kanıtlar sunan araştırmalara duyulan ihtiyaç artmaktadır. Bu çalışmada, sosyal medya reklamlarının beyin üzerindeki fizyolojik etkileri elektroensefalografi ile ölçülerek bir nöropazarlama deneyi gerçekleştirilmiştir. Detaylandırma Olasılığı Modeli çerçevesinde, katılımcıların belirlenen sosyal medya reklamlarını izlerken beyin dalgaları kaydedilmiş ve bilişsel süreçleri ayrıntılı olarak analiz edilmiştir. Çalışma, üç ana katkı sunmaktadır. İlk olarak, tüketicilerin sosyal medya reklamlarını izlerken bilinçli olarak kontrol edemedikleri beyin dalgaları incelenmiştir. Bu sayede, sosyal medya reklam etkinliği ile beyin fizyolojisi arasındaki bağlantılar keşfedilerek ürün beğenisi ve hatırlanabilirliğiyle ilgili zihinsel süreçler daha iyi anlaşılmaktadır. İkinci olarak araştırma, düşük ve yüksek ilgilenimli tüketicilerin sinirsel verilerini karşılaştırarak, hangi ikna yollarının daha etkili olduğunu ortaya koymaktadır. Üçüncü olarak, bu makale Türkiye’nin ilk yerli otomobil markası TOGG’un reklamlarının tüketici zihnindeki etkilerinin incelendiği ilk nöropazarlama araştırmalarından biri olarak stratejik pazarlama çabalarına ışık tutmaktadır. Çalışmanın bulguları, markaların reklam stratejilerini beyin temelli verilere dayanarak optimize etmelerine ve tüketicilerin olumlu marka deneyimlerini güçlendirmelerine yönelik öneriler sunmaktadır.
CR  - Alsharif, A. H., Salleh, N. Z. M., Baharun, R., & Yusoff, M. E. (2021). Consumer behaviour through neuromarketing approach. Journal of Contemporary Issues in Business and Government, 27(3), 344-354. https://doi.org/ 0.47750/cibg.2021.27.03.048 google scholar
CR  - Ayar-Şentürk, H., Akgün, A. E., & Keskin, H. (2019). Tatil paylaşimlarini niçin seviyoruz?: İkna mesajlarinin duygusal ve davranişsal tepkiler üzerine etkisi. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(23), 139-162. google scholar
CR  - Bakr, Y., Tolba, A., & Meshreki, H. (2019). Drivers of SMS advertising acceptance: A mixed-methods approach. Journal of Research in Interactive Marketing, 13(1), 96-118. https://doi.org/10.1108/JRIM-02-2018-0033 google scholar
CR  - Bastiaansen, M., Straatman, S., Driessen, E., Mitas, O., Stekelenburg, J., & Wang, L. (2018). My destination in your brain: A novel neuro- marketing approach for evaluating the effectiveness of destination marketing. Journal Of Destination Marketing & Management, 7, 76-88. https://doi.org/10.1016/j.jdmm.2016.09.003 google scholar
CR  - Batı, U.; Erdem, O. (2016). Ben bilmem beynim bilir. İstanbul: Mediacat Yayınları. google scholar
CR  - Bazzani, A., Ravaioli, S., Trieste, L., Faraguna, U., & Turchetti, G. (2020). Is EEG suitable for marketing research? A systematic review. Frontiers in Neuroscience, 14, 594566. https://doi.org/10.3389/fnins.2020.594566 google scholar
CR  - Bettiga, D., Lamberti, L., & Noci, G. (2017). Do mind and body agree? Unconscious versus conscious arousal in product attitude formation. Journal of Business Research, 75, 108-117. https://doi.org/10.1016/j.jbusres.2017.02.008 google scholar
CR  - Bigne, E., Ruiz, C., & Curras-Perez, R. (2024). Furnishing your home? The impact of voice assistant avatars in virtual reality shopping: A neurophysiological study. Computers in Human Behavior, 153, 108104. https://doi.org/10.1016/j.chb.2023.108104 google scholar
CR  - Carlson, J. R., Hanson, S., Pancras, J., Ross Jr, W. T., & Rousseau‐Anderson, J. (2022). Social media advertising: How online motivations and congruency ınfluence perceptions of trust. Journal of Consumer Behaviour, 21(2), 197-213. https://doi.org/10.1002/cb.1989 google scholar
CR  - Casado‐Aranda, L. A., Sánchez‐Fernández, J., Bigne, E., & Smidts, A. (2023). The application of neuromarketing tools in communication research: A comprehensive review of trends. Psychology & Marketing, 40(9), 1737-1756. https://doi.org/10.1002/mar.21832 google scholar
CR  - Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782. https://doi.org/10.1016/j.jbusres.2014.11.027 google scholar
CR  - Chiu, Y. P. (2022). An elaboration likelihood model of facebook advertising effectiveness: self-monitoring as a moderator. Journal of Electronic Commerce Research, 23(1), 33-44. google scholar
CR  - Ciorciari, J., Pfeifer, J., & Gountas, J. (2019). An EEG study on emotional ıntelligence and advertising message effectiveness. Behavioral Sciences, 9(8), 88-101. https://doi.org/10.3390/bs9080088 google scholar
CR  - Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S. C., & Orzan, M. C. (2019). Attitude evaluation on using the neuro- marketing approach in social media: matching company’s purposes and consumer’s benefits for sustainable business growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su11247094 google scholar
CR  - Cuesta, U., Martínez-Martínez, L., & Niño, J. I. (2018). A case study in neuromarketing: analysis of the ınfluence of music on advertising effectivenes through eye-tracking, facial emotion and GSR. Eur. J. Soc. Sci. Educ. Res, 5(2), 73-82. https://doi.org/10.2478/ejser- 2018-0035 google scholar
CR  - Daugherty, T., Hoffman, E., & Kennedy, K. (2016). Research in reverse: Ad testing using an ınductive consumer neuroscience approach. Journal of Business Research, 69(8), 3168-3176. https://doi.org/10.1016/j.jbusres.2015.12.005 google scholar
CR  - Gey, M., Becan, C. (2024). A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in adver- tisements. Connectist: Istanbul University Journal of Communication Sciences, 66, 29-65. https://doi.org/10.26650/CONNECTIST 2024-1377356 google scholar
CR  - Gountas, J., Gountas, S., Ciorciari, J., & Sharma, P. (2019). Looking beyond traditional measures of advertising ımpact: using neuroscien- tific methods to evaluate social marketing messages. Journal of Business Research, 105, 121-135. https://doi.org/10.1016/j.jbusres. 2019.07.011 google scholar
CR  - Gurgu, E., Gurgu, I. A., & Tonis, R. B. M. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208-235. https://doi.org/10.14807/ijmp.v11i1.993 google scholar
CR  - Hamelin, N., Thaichon, P., Abraham, C., Driver, N., Lipscombe, J., & Pillai, J. (2020). Storytelling, the scale of persuasion and retention: A neuromarketing approach. Journal of Retailing and Consumer Services, 55, 102099. https://doi.org/10.1016/j.jretconser.2020.102099 google scholar
CR  - Hsu, L., & Chen, Y. J. (2019). Music and wine tasting: An experimental neuromarketing study. British Food Journal, 122(8), 2725-2737. https://doi.org/10.1108/BFJ-06-2019-0434 google scholar
CR  - Jayawardena, N. S., Thaichon, P., Quach, S., Razzaq, A., & Behl, A. (2023). The persuasion effects of virtual reality (vr) and augmented reality (ar) video advertisements: A conceptual review. Journal of Business Research, 160. https://doi.org/10.1016/j.jbusres.2023.113739 google scholar
CR  - Kahraman, N.T., & Kalan, Ö. (2024). A cultural analysis of Generation Z’s perception of individualism and collectivisim in Turkish television commercials through a Hofstedian lens. Connectist: Istanbul University Journal of Communication Sciences, 67, 87-114. https:// doi.org/10.26650/CONNECTIST2024-1508466 google scholar
CR  - Kawasaki, M., & Yamaguchi, Y. (2012). Effects of subjective preference of colors on attention-related Occipital Theta Oscillations. NeuroImage, 59(1), 808-814. https://doi.org/10.1016/j.neuroimage.2011.07.042 google scholar
CR  - Kenning, P. H.; Plassmann, H. (2008). How neuroscience can inform consumer research. IEEE transactions on neural systems and rehabilitation engineering, 16(6), 532-538. https://doi.org/10.1109/TNSRE.2008.2009788 google scholar
CR  - Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (eeg) and eye tracking. Expert systems with applications, 40(9), 3803-3812. https://doi.org/10.1016/j.eswa.2012.12.095 google scholar
CR  - Kim, S., Lehto, X., & Kandampully, J. (2019). The role of familiarity in consumer destination image formation. Tourism Review, 74(4), 885-901. https://doi.org/10.1108/TR-10-2018-0141 google scholar
CR  - Kwak, S. Y., Shin, M., Lee, M., & Back, K. J. (2023). Integrating the reviewers’ and readers’ perceptions of negative online reviews for customer decision-making: A mixed-method approach. International Journal of Contemporary Hospitality Management, 35(12), 4191-4216. https://doi.org/10.1108/IJCHM-03-2022-0410 google scholar
CR  - Li, Y, Chang, Y., & Liang, Z. (2022). Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings. Journal of Business Research, 150, 89-101. https://doi.org/10.1016/j.jbusres.2022.05.085 google scholar
CR  - Lim, W. M. (2018). What will business-to-business marketers learn from neuromarketing? Insights for business marketing practice. Journal of Business-to-Business Marketing, 25(3), 251-259. https://doi.org/10.1080/1051712X.2018.1488915 google scholar
CR  - Lim, J. S., Ri, S. Y., Egan, B. D., & Biocca, F. A. (2015). The cross-platform synergies of digital video advertising: Implications for cross- media campaigns in television, ınternet and mobile TV. Computers in Human Behavior, 48, 463-472. https://doi.org/10.1016/j.chb. 2015.02.001 google scholar
CR  - Liu, Y., Zhao, R., Xiong, X., & Ren, X. (2023). A bibliometric analysis of consumer neuroscience towards sustainable consumption. Behavioral Sciences, 13(4), 298-307. https://doi.org/10.3390/bs13040298 google scholar
CR  - Lu, S. Q., Singh, S., & de Roos, N. (2023). Effects of online and offline advertising and their synergy on direct telephone sales. Journal of Retailing, 99(3), 337-352. https://doi.org/10.1016/j.jretai.2023.06.001 google scholar
CR  - Majid, U.; Vanstone, M. (2018). Appraising qualitative research for evidence syntheses: A compendium of quality appraisal tools. Qualitative Health Research, 28(13), 2115-2131. https://doi.org/10.1177/1049732318785358 google scholar
CR  - Meyerding, S. G.; Mehlhose, C. M. (2020) Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-ınfrared spectroscopy (fNIRS). Journal of Business Research, 107, 172-185. https://doi.org/10.1016/j.jbusres. 2018.10.052 google scholar
CR  - Mostafa, M. M. (2012). Brain processing of vocal sounds in advertising: A functional magnetic resonance imaging (Fmri) Study. Expert Systems with Applications, 39(15), 12114-12122. https://doi.org/10.1016/j.eswa.2012.04.003 google scholar
CR  - Mulcahy, R., Riedel, A., Beatson, A., Keating, B., & Mathews, S. (2024), I’m a believer! Believability of social media marketing. International Journal of Information Management, 75. https://doi.org/10.1016/j.ijinfomgt.2023.102730 google scholar
CR  - Ohme, R., Reykowska, D., Wiener, D., & Choromanska, A. (2010). Application of frontal EEG asymmetry to advertising research. Journal of Economic Psychology, 31(5), 785-793. https://doi.org/10.1016/j.joep.2010.03.008 google scholar
CR  - Ouzir, M., Lamrani, H. C., Bradley, R. L., & El Moudden, I. (2024). Neuromarketing and decision-making: Classification of consumer preferences based on changes analysis in the eeg signal of brain regions. Biomedical Signal Processing and Control, 87, 105469. https://doi.org/10.1016/j.bspc.2023.105469 google scholar
CR  - Petty, R. E.; Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 11(1), 668-672. google scholar
CR  - Pileliene, L.; Grigaliunaite, V. (2017). The effect of female celebrity spokesperson in FMCG advertising: Neuromarketing approach. Journal of Consumer Marketing, 34(3), 202-213. https://doi.org/10.1108/JCM-02-2016-1723 google scholar
CR  - Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research, 52(4), 427-435. https://doi.org/10.1509/jmr.14.0048 google scholar
CR  - Rezvani, Z., Jansson, J., & Bengtsson, M. (2018). Consumer motivations for sustainable consumption: the ınteraction of gain, normative and hedonic motivations on electric vehicle adoption. Business Strategy and the Environment, 27(8), 1272-1283. https://doi.org/ 10.1002/bse.2074 google scholar
CR  - Sebastian, V. (2014). Neuromarketing and evaluation of cognitive and emotional responses of consumers to marketing stimuli. Procedia-Social and Behavioral Sciences, 127, 753-757. google scholar
CR  - Shahab, M. H., Ghazali, E., & Mohtar, M. (2021). The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda. International Journal of Consumer Studies, 45(4), 664-689. https://doi. org/10.1111/ijcs.12658 google scholar
CR  - Sreejesh, S., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media advertising: effect of media interactivity, its conditions and the underlying mechanism. International Journal of Information Management, 54, 102155. https://doi.org/10.1016/ j.ijinfomgt.2020.102155 google scholar
CR  - Srivastava, M.; Saini, G. K. (2022). A bibliometric analysis of the elaboration likelihood model (ELM). Journal of Consumer Marketing, 39(7), 726-743. https://doi.org/10.1108/JCM-12-2021-5049 google scholar
CR  - Strebinger, A., Guo, X., Klauser, F., & Grant-Hay, P. (2018). Is multi-ethnic advertising a globally viable strategy for a western luxury car brand? A mixed-method cross-cultural study. Journal of Business Research, 82, 409-416. https://doi.org/10.1016/j.jbusres.2017. 08.037 google scholar
CR  - Toksarı, M.; Demirbağ, İ. (2024). Reklamda marka farkındalığının oluşturulmasında göstergelerin önemi: Togg reklam örneği. Pamukkale Üniversitesi İletişim Bilimleri Dergisi, 3(2), 204-224. https://doi.org/10.70559/pauibd.1559010 google scholar
CR  - Vences, N. A., Díaz-Campo, J., & Rosales, D. F. G. (2020). Neuromarketing as an emotional connection tool between organizations and audiences in social networks. A theoretical review. Frontiers in Psychology, 11, 562810. https://doi.org/10.3389/fpsyg.2020.01787 google scholar
CR  - Wang, H. & Doong, H. (2017). An exploratory study on consumers’ attention towards social media advertising: An electroencephalography approach. Proceedings of the 50th Hawaii International Conference on System Sciences. google scholar
CR  - Wajid, A., Raziq, M. M., Ahmed, Q. M., & Ahmad, M. (2021). Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements. Journal of Retailing and Consumer Services, 59, 102373. https://doi.org/10.1016/j.jretconser. 2020.102373 google scholar
CR  - Wongtadat, N. (2019). Subliminal persuasion on a consumer’s cognitive process: A review. Journal of Applied Economic Sciences, 14(65), 804-817. google scholar
CR  - Yen, C., & Chiang, M. C. (2021a). Examining the effect of online advertisement cues on human responses using eye-tracking, eeg, and mrı. Behavioural Brain Research, 402, 113-128. https://doi.org/10.1016/j.bbr.2021.113128 google scholar
CR  - Yen, C., & Chiang, M. C. (2021b). Trust me, if you can: A study on the factors that ınfluence consumers’ purchase intention triggered by chatbots based on brain image evidence and self-reported assessments. Behaviour & Information Technology, 40(11), 1177-1194. https://doi.org/10.1080/0144929X.2020.1743362 google scholar
CR  - Yılmaz, A. (2023). Togg reklam stratejisi: Tüketici içgörüsünden tv reklamı öngörüsüne bir ampirik araştırma. Türkiye Medya Akademisi Dergisi, 3(5), 216-257. https://doi.org/10.5281/zenodo.7633292 google scholar
UR  - https://doi.org/10.26650/CONNECTIST2025-1474143
L1  - https://dergipark.org.tr/en/download/article-file/3887687
ER  -