Çevrimiçi Davranışsal Reklama Yönelik Tutumun Tüketici Sinizmine Etkisinde Gözetim Algısının Aracılık Rolü

Abstract

Teknolojik gelişmeler, gözetim pratiklerini dönüştürmüş ve bu pratiklerin reklamcılıkta kullanımına olanak tanımıştır. Gözetim yoluyla toplanan verilerin reklam amaçlı kullanılması, çevrimiçi davranışsal reklamcılığın önem kazanmasının temel nedenidir. Bireylerin çevrimiçi aktivitelerinin toplanıp işlenerek reklam içeriklerine dönüştürülmesi sürecini kapsayan çevrimiçi davranışsal reklamcılık, tüketici tutumlarını etkilemektedir. Çevrimiçi davranışsal reklamlara bağlı olarak ortaya çıkan gözetim algısı, tüketicilerde sinik tutumların gelişmesine neden olmaktadır. Tüketici sinizmi, şirketlerin sunduğu vaatlerin yanıltıcı olduğuna dair bir inanç temelinde şekillenen eleştirel bir yaklaşımdır. Karşılanmayan beklentiler, memnuniyetsizlik ve güvensizlik sonucu oluşan bu tutum; satın almama kararı, tüketim karşıtlığı ve boykot gibi önemli olumsuz etkilere neden olabilmektedir. Bu bağlamda çalışmanın amacı, çevrimiçi davranışsal reklama yönelik tutumun tüketici sinizmine etkisini gözetim algısının aracı rolü bağlamında incelemektir. Bu amaç doğrultusunda, İstanbul’da yaşayan 25-34 yaş grubundaki 394 katılımcıya kolayda örneklem yoluyla ulaşılmış ve veri toplama süreci çevrimiçi anketler aracılığıyla gerçekleştirilmiştir. Çevrimiçi davranışsal reklama yönelik tutumun tüketici sinizmine etkisi için regresyon analizi, gözetim algısının aracılık durumu için ise Hayes Process makrosu kullanılmıştır. Analiz bulguları, çevrimiçi davranışsal reklama yönelik tutumun tüketici sinizmini etkilediğini, bu etkide gözetim algısının aracı rolü olduğunu göstermektedir. Bu sonuç, çevrimiçi davranışsal reklamcılığın etkili olmasında gözetim temelli sinik tutumların belirleyici bir faktör olduğunu ortaya koymaktadır. Çalışma, reklam ve tüketici araştırmaları alanına gözetim, çevrimiçi davranışsal reklam ve tüketici sinizmi bağlamında katkı sunmayı hedeflemektedir.

Keywords

• Gözetim
• Çevrimiçi Davranışsal Reklamcılık
• Tüketici Sinizmi
• Veri
• Aracılık Rolü

The Mediating Role of Perceived Surveillance in the Effect of Attitudes Towards Online Behavioral Advertising on Consumer Cynicism

Abstract

Technological advancements have transformed surveillance practices and enabled their application in advertising. The use of data collected through surveillance for advertising purposes is a key driver behind the growing significance of online behavioral advertising. This process of tracking and processing individuals' online activities to create advertising content influences consumer attitudes. The perception of surveillance associated with online behavioral advertising leads to consumer cynicism, a critical attitude based on the belief that corporate promises are deceptive. This attitude, shaped by unmet expectations, dissatisfaction, and distrust, can lead to negative behaviors such as purchase avoidance, anti-consumption, and boycotts. This study examines the effect of attitudes toward online behavioral advertising on consumer cynicism, focusing on the mediating role of surveillance perception. To this end, an online survey was conducted with a convenience sample of 394 participants aged 25–34 living in Istanbul. Regression analysis was used to assess the impact of attitudes toward online behavioral advertising on consumer cynicism, while the Hayes Process Macro was employed to examine the mediating role of surveillance perception. The results indicate that attitudes toward online behavioral advertising influence consumer cynicism, with surveillance perception acting as a mediator. These findings emphasize the significance of surveillance-based cynical attitudes in shaping consumer responses to online behavioral advertising. This study aims to contribute to advertising and consumer research by addressing surveillance, online behavioral advertising, and consumer cynicism

Keywords

• Surveillance
• Online Behavioral Advertising
• Consumer Cynicism
• Data
• Mediation Role

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