Advertising Skepticism: A Systematic Literature Analysis and Proposal of a Conceptual Model

Abstract

This study aims to conduct a systematic literature analysis and propose a conceptual model in order to develop an in-depth perspective on advertising skepticism, a concept frequently examined in advertising literature. In this context, analyses were conducted on 72 national and international scientific articles published between 1994-2024 using the SPAR-4-SLR Protocol. The descriptive and methodological features of the articles on advertising skepticism, as well as the antecedents, consequences, mediators and moderators of advertising skepticism were evaluated using the MAXQDA software. The research results show that there is an ongoing and current interest in the concept of advertising skepticism in the literature, that the concept has begun to be addressed in digital contexts with digital advertising applications, and that the most preferred data collection technique is surveys and the data analysis method is structural equation modeling. The research results also reveal that a classification can be made regarding the antecedents and consequences of advertising skepticism, and that advertising skepticism can have an impact on undesirable outcomes for both the advertising sector and brands. It is thought that the study will contribute to the development of an in-depth perspective on advertising skepticism through the results it obtains and the conceptual model it proposes, and will be beneficial to both academic studies and advertising professionals by filling the gap in the literature.

Keywords

• Advertising Skepticism
• Advertising
• Systematic Literature Analysis
• Advertising Literature
• SPAR-4-SLR Protocol

Reklam Şüpheciliği: Sistematik Literatür Analizi ve Kavramsal Bir Model Önerisi

Abstract

Bu çalışma reklamcılık literatürü içerisinde sıklıkla incelenen bir kavram olan reklam şüpheciliği hakkında derinlemesine bir bakış açısı geliştirmek için sistematik literatür analizi yapmayı ve kavramsal bir model önerisinde bulunmayı amaçlamaktadır. Bu kapsamda SPAR-4-SLR Protokolü kullanılarak 1994-2024 yılları arasında yayınlanan 72 ulusal ve uluslararası bilimsel makale üzerinde analizler gerçekleştirilmiştir. MAXQDA yazılımı kullanılarak yapılan analizlerle reklam şüpheciliğini konu alan makalelerin betimsel ve yöntemsel özellikleri ile reklam şüpheciliğinin öncülleri, sonuçları, aracıları ve düzenleyicileri üzerine değerlendirmeler yapılmıştır. Araştırma sonuçları; literatürde reklam şüpheciliği kavramına süregelen ve güncel bir ilginin bulunduğunu, dijital reklamcılık uygulamaları ile birlikte kavramın dijital bağlamlarla ele alınmaya başlandığını, en çok tercih edilen veri toplama tekniğinin anket, veri analiz yönteminin ise yapısal eşitlik modeli olduğunu göstermektedir. Araştırma sonuçları aynı zamanda reklam şüpheciliğinin öncülleri ve sonuçlarına yönelik bir sınıflandırma yapılabileceğini, reklam şüpheciliğinin gerek reklamcılık gerekse markalar açısından istenmeyen sonuçlar üzerinde etkili olabileceğini ortaya koymaktadır. Çalışmanın elde ettiği sonuçlar ve önerdiği kavramsal model aracılığıyla reklam şüpheciliğine yönelik derinlemesine bir bakış açısı geliştirmeye katkı sağlayacağı, literatürdeki boşluğu doldurarak hem akademik çalışmalara hem de reklamcılık profesyonellerine faydalı olacağı düşünülmektedir.

Keywords

• Reklam Şüpheciliği
• Reklamcılık
• Sistematik Literatür Analizi
• Reklamcılık Literatürü
• SPAR-4-SLR Protokolü

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