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Kişisel Mecralarda Reklam Yayını: Kişilerin Sosyal Medyada Reklam Paylaşım Motivasyonları

Year 2013, Volume: 8 Issue: 3, 213 - 239, 23.07.2014

Abstract

İnsanları sosyal medyada reklam paylaşmaya neler motive etmektedir? Neden bazı reklamlar paylaşılmaya değer bulunurken, diğerleri paylaşılmaya değer bulunmaz? Bu araştırma insanların sosyal medyada her an paylaştıkları içeriklerden biri olan reklamların paylaşılma motivasyonlarını ortaya çıkarmayı amaçlamaktadır. Araştırmanın verisi kota örneklemine göre seçilen 820 kişiyle Konya’da 1 ay boyunca yüz yüze görüşülerek toplanmıştır. Sonuçlar göstermektedir ki; kişiler sosyal medyada paylaştıkları reklamlarla itibar ve saygınlık kazandıklarını düşünmekte, başkalarına eğlenceli ve faydalı bilgiler sunarak kişisel tatmine erişmekte ve reklamlardaki bazı içeriklerle özdeşim kurarak kendilerini başkalarına anlatma fırsatı yakaladıklarını hissetmektedirler. Bu ana motivasyonların yanı sıra kişiler reklamlardaki (reklamlarda verilen) duygular sayesinde kendi hislerini ve düşüncelerini ve kimi zaman bazı olaylar karşındaki duruşlarını ifade etmek için de bu paylaşımları yapmaktadırlar. Olumlu duygulara sahip hikayeleri olan, şaşırtıcı, orijinal ve zekice bir espri anlayışına sahip eğlendirici reklamların paylaşılmaya daha fazla değer bulunduğu görülmektedir.

References

  • BERGER, Jonah and Katherine L. Milkman (2012) What Makes Online Content Viral?, Journal of Marketing Research: April 2012, Vol. 49, No. 2, ss. 205.
  • DOBELE, Angela, Adam Lindgreen, Michael Beverland ve diğ. (2007), “Why Pass on Viral Messages? Because They Connect Emotionally,” Business Horizons, 50 (4), ss. 291-304.
  • ECKLER, Petya and Paul Bolls (2011) “Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes”, Journal of Interactive Advertising, 11 (2), ss. 1-11.
  • FİSKE, Alan Page and Fiske, Susan T. (2010) Handbook of Cultural Psychology (Paperback), The Guilford Press, ss. 283-307.
  • GÜLNAR, B., Ş. Balcı, and V. Çakır (2010) Motivations of Facebook, You Tube and Similar Web Sites Users, Bilig, ss. 161-184.
  • HO, JASON Y. C. and Dempsey, Melanie (2010) “Viral Marketing: Motivations to Forward Online Content” Journal of Business research, 63 (9/10) s.1000-1006.
  • HUTTON G, Fosdick M (2011) The globalization of social media: Consumer Relationships with Brands Eevolve in the digital space. Journal of Advertising Research, Dec 2011, Volume: 51 Issue: 4s. 564570.
  • IPSOS (2013) http://www.ipsos-na.com/news-polls/pressrelease. aspx?id=6239. (September 2013)
  • KAPLAN, Andreas M. and Michael Haenlein (2010) “Users of the World, Unite! The Challenges and Opportunities of Social Media” Business Horizons, 53 (1), s. 59-68.
  • PETERS, Kim; Kashima, Yoshihisa (2007) From Social Talk to Social Action: Shaping the Social Triad With emotion sharing. Journal of Personality and Social Psychology, Vol 93(5), Nov. s.780-797.
  • PORTER, Lance and Guy J. Golan (2006) “From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising” Journal of Interactive Advertising, 6(2), ss. 30–38.
  • “The Psychology of Sharing” 2011 http://nytmarketing.whsites.net/ mediakit/pos/(Spetember 2013)
  • SENCER, Muzaffer ve Irmak, Yakut (1984) Toplumbilimlerinde Yöntem, Say yayınları.
  • SOCIALBAKERS http://www.socialbakers.com/facebook-statistics/ turkey (September 2013)
  • WOJNICKI, Andrea C. and Dave Godes (2008) “Word-of-Mouth as Self-Enhancement” University of Toronto Working Paper.

Adverisements on Individual Channels: Advertisement Sharing Motivations on Social Media

Year 2013, Volume: 8 Issue: 3, 213 - 239, 23.07.2014

Abstract

Why do people share advertisements on social media? On one hand, some advertisements are determined worth to be shared; on the other hand, why are not others determined worth to be shared? This research aims to find out the motivations to be shared of advertisements, one of the contexts which people share on social media at any moment. The research data have been collected by the way of interview for a month with 820 persons in Konya, who have been chosen according to quota sampling. Results show that people think they get reputation and respect via the advertisements which they share on social media; reach self-fulfillment by providing other people with amusing and useful information; and, feel they take the opportunity to express themselves to others by identifying themselves with some contexts in advertisements. People make this sharing in order to state their own emotions, thoughts and even sometimes their attitudes in some occasions thanks to the emotions in advertisements besides these main motivations. It is viewed that amusing advertisements, which have a narration of positive emotions; are amazing and original; and, have a witty sense of humour, are determined more worth to be shared.

References

  • BERGER, Jonah and Katherine L. Milkman (2012) What Makes Online Content Viral?, Journal of Marketing Research: April 2012, Vol. 49, No. 2, ss. 205.
  • DOBELE, Angela, Adam Lindgreen, Michael Beverland ve diğ. (2007), “Why Pass on Viral Messages? Because They Connect Emotionally,” Business Horizons, 50 (4), ss. 291-304.
  • ECKLER, Petya and Paul Bolls (2011) “Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes”, Journal of Interactive Advertising, 11 (2), ss. 1-11.
  • FİSKE, Alan Page and Fiske, Susan T. (2010) Handbook of Cultural Psychology (Paperback), The Guilford Press, ss. 283-307.
  • GÜLNAR, B., Ş. Balcı, and V. Çakır (2010) Motivations of Facebook, You Tube and Similar Web Sites Users, Bilig, ss. 161-184.
  • HO, JASON Y. C. and Dempsey, Melanie (2010) “Viral Marketing: Motivations to Forward Online Content” Journal of Business research, 63 (9/10) s.1000-1006.
  • HUTTON G, Fosdick M (2011) The globalization of social media: Consumer Relationships with Brands Eevolve in the digital space. Journal of Advertising Research, Dec 2011, Volume: 51 Issue: 4s. 564570.
  • IPSOS (2013) http://www.ipsos-na.com/news-polls/pressrelease. aspx?id=6239. (September 2013)
  • KAPLAN, Andreas M. and Michael Haenlein (2010) “Users of the World, Unite! The Challenges and Opportunities of Social Media” Business Horizons, 53 (1), s. 59-68.
  • PETERS, Kim; Kashima, Yoshihisa (2007) From Social Talk to Social Action: Shaping the Social Triad With emotion sharing. Journal of Personality and Social Psychology, Vol 93(5), Nov. s.780-797.
  • PORTER, Lance and Guy J. Golan (2006) “From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising” Journal of Interactive Advertising, 6(2), ss. 30–38.
  • “The Psychology of Sharing” 2011 http://nytmarketing.whsites.net/ mediakit/pos/(Spetember 2013)
  • SENCER, Muzaffer ve Irmak, Yakut (1984) Toplumbilimlerinde Yöntem, Say yayınları.
  • SOCIALBAKERS http://www.socialbakers.com/facebook-statistics/ turkey (September 2013)
  • WOJNICKI, Andrea C. and Dave Godes (2008) “Word-of-Mouth as Self-Enhancement” University of Toronto Working Paper.
There are 15 citations in total.

Details

Primary Language Turkish
Journal Section Reserch Articles
Authors

Göksel Şimşek This is me

Publication Date July 23, 2014
Submission Date July 23, 2014
Published in Issue Year 2013 Volume: 8 Issue: 3

Cite

APA Şimşek, G. (2014). Kişisel Mecralarda Reklam Yayını: Kişilerin Sosyal Medyada Reklam Paylaşım Motivasyonları. Akademik İncelemeler Dergisi, 8(3), 213-239.

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