Öyküleyici Reklamlar ve FoMO açısından Pre-Roll Reklamcılık Üzerine Deneysel Bir Çalışma

Abstract

Hikaye anlatıcılığı etkisi, pazarlama iletişimi disiplininde uzun süredir çalışılmış ve farklı reklam konuları ile ilişkilendirilmiştir. Bu bağlamda, ilgili çalışma dijital video reklamcılığı kapsamında öyküleyici reklamlar, beklenmediklik algısı ve reklamı geçme davranışı arasındaki bağlantıları incelemeyi amaçlamaktadır. Ayrıca, bahsi geçen pre-roll reklam faktörleriyle ilişkili olduğu tahmin edilen gelişmeleri kaçırma korkusu (FoMO), araştırma sürecine bir başka bağımsız değişken olarak dahil edilmiştir. Böylece, öyküleyici reklamların ve FoMO'nun dijital video reklamlarıyla bağlantıları karşılaştırılmıştır. Araştırma hipotezlerini test etmek için deneysel bir tasarım planlanmış ve veriler tekrarlanan ölçümler prosedürü ile analiz edilmiştir. Bulgular, öyküleyici reklamların reklamdan kaçınma üzerindeki olumlu etkisini desteklerken, gelişmeleri kaçırma korkusunun reklamı geçme alışkanlığıyla önemli bir ilişkisi olmadığını ortaya koymuştur.

Keywords

• Öyküleyici reklamlar
• FoMO
• Pre-roll Reklamcılık

An Empirical Approach on Pre-roll Advertising through Narrative Ads and FoMO

Abstract

The narrative impact has long been studied in the marketing communication discipline and associated with different advertising topics. In this context, the present study aims to explore connections among narrative ads, intrusiveness perception, and skipping behavior within the scope of digital video advertising. Besides, fear of missing out (FoMO), which is predicted to be related to the mentioned pre-roll advertising factors was included as another independent variable in the research process. Thus, the connections of narrative ads and FoMO with pre-roll advertising were compared. An experimental design was conducted to test research hypotheses, and data were collected through within-subjects repeated measures procedure. While the findings supported the impact of narrative ads on advertising avoidance, no significant correlation of FoMO with skipping habit has been reported.

Keywords

• Narrative ads
• FoMO
• Pre-roll Advertising

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