Kullanıcıların Facebook’a Olan Duygusal Bağlılıkları ve Facebook’taki Reklamlara Karşı Gösterdikleri Tavırlar

Abstract

Bu araştırma, internet kullanıcılarının, en popüler sosyal medya sitelerinden biri olan Facebook’a karşı duygusal bağlılıkları ile Facebook’taki reklamlara olan tavırlarını inceler. Ayrıca, farklı cinsiyetler de Facebook’a olan duygusal bağlılığı ölçmek için kullanılmıştır. Universite öğrencilerine yapılan ankette elde edilen sonuçlar, Pearson korelasyonu ve doğrusal regresyon analizleri ile yürütülmüştür. Araştırma sonuçları, Facebook’a olan duygusal bağlılık ile kullanıcıların, Facebook reklamlarına karşı olan tavırları arasında güçlü bir ilişki olduğunu göstermektedir. Buna ek olarak, kadınların, Facebook’a olan bağlılığının erkeklere oranla daha güçlü olduğu gözlemlenmiştir.

Keywords

• Facebook
• Duygusal Bağlılık
• Reklamlara Karşı Tavır

Users’ Emotional Connectedness to Facebook and Their Attitudes Towards Facebook Advertisements

Abstract

This study investigates the association between the emotional connectedness to Facebook, a popular online social network site, and the users’ attitudes towards Facebook advertising. Gender differences were used to moderate the users’ emotional connectedness to Facebook as males and females. A Pearson’s correlation and a linear regression analyses conducted on results from a survey of undergraduate students suggest a strong relationship between the emotional connectedness to Facebook and the users’ attitudes towards Facebook advertising. Such relationship is found stronger in females than males.

Keywords

• Facebook
• Emotional Commitment
• Attitude Towards Advertising

References

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