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

Year 2020, Issue: 34, 309 - 337, 31.12.2020

Mehmet Safa Çam

https://doi.org/10.31123/akil.781484

Cited By: 2

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

References

• Alt, D., and Boniel-Nissim, M. (2018). Parent–Adolescent Communication and Problematic Internet Use: The Mediating Role of Fear of Missing Out (FoMO). Journal of Family Issues, 39(13), 3391–3409. https://doi.org/10.1177/0192513X18783493
• Appel, M., and Richter, T. (2010). Transportation and Need for Affect in Narrative Persuasion: A Mediated Moderation Model. Media Psychology, 13(2), 101–135.
• Aydin, D., Selvi, Y., Kandeger, A., and Boysan, M. (2019). The relationship of consumers’ compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out. Biological Rhythm Research, 1–9. https://doi.org/10.1080/09291016.2019.1654203
• Barry, C. T., Sidoti, C. L., Briggs, S. M., Reiter, S. R., and Lindsey, R. A. (2017). Adolescent social media use and mental health from adolescent and parent perspectives. Journal of Adolescence, 61(2017), 1–11. https://doi.org/10.1016/j.adolescence.2017.08.005
• Belanche, D., Flavián, C., and Pérez-Rueda, A. (2017). User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors. Telematics and Informatics, 34(7), 961–972. https://doi.org/10.1016/j.tele.2017.04.006
• Belanche, Daniel, Flavián, C., and Pérez-Rueda, A. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing, 37, 75–88. https://doi.org/10.1016/j.intmar.2016.06.004
• Beyens, I., Frison, E., and Eggermont, S. (2016). “I don’t want to miss a thing”: Adolescents’ fear of missing out and its relationship to adolescents’ social needs, Facebook use, and Facebook related stress. Computers in Human Behavior, 64, 1–8. https://doi.org/10.1016/j.chb.2016.05.083
• Brechman, J., Bellman, S., Robinson, J. A., Rask, A., and Varan, D. (2016). Limited-interruption advertising in digital-video content: An analysis compares the effects of “midroll” versus “preroll” spots and clutter advertising. Journal of Advertising Research, 56(3), 289–298. https://doi.org/10.2501/JAR-2016-001
• Brehm, S., and Brehm, J. (1981). Psychological Reactance, A Theory of Freedom and Control (First Edit). New York: Academic Press.
• Bright, L. F., and Logan, K. (2018). Is my fear of missing out (FOMO) causing fatigue? Advertising, social media fatigue, and the implications for consumers and brands. Internet Research. https://doi.org/10.1108/IntR-03-2017-0112
• Büyüköztürk, Ş. (2017). Sosyal Bilimler İçin Veri Analizi El Kitabı (23. Baskı). Ankara: Pegem Akademi.
• Campbell, C., Mattison Thompson, F., Grimm, P. E., and Robson, K. (2017). Understanding Why Consumers Don’t Skip Pre-Roll Video Ads. Journal of Advertising, 46(3), 411–423. https://doi.org/10.1080/00913367.2017.1334249
• Chang, C. (2009). Being Hooked By Editorial Content: The Implications for Processing Narrative Advertising. Journal of Advertising, 38(1), 21–34.
• Chang, C. (2013). Imagery fluency and narrative advertising effects. Journal of Advertising, 42(1), 54–68.
• Chang, Chingching. (2009). Being hooked by editorial content: The implications for processing narrative advertising. Journal of Advertising, 38(1), 21–34. https://doi.org/10.2753/JOA0091-3367380102
• Chang, Chingching. (2012). Narrative advertisements and narrative processing. In S. Rodgers and E. Thorson (Eds.), Advertising Theory (First Edit, pp. 241–254). New York: Routledge.
• Duman, H., and Ozkara, B. Y. (2019). The impact of social identity on online game addiction: the mediating role of the fear of missing out (FoMO) and the moderating role of the need to belong. Current Psychology, 1–10. https://doi.org/10.1007/s12144-019-00392-w
• Edwards, S. M., Li, H., and Lee, J. H. (2002a). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 82–95. https://doi.org/10.1080/00913367.2002.10673678
• Edwards, S. M., Li, H., and Lee, J. H. (2002b). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37–47. https://doi.org/10.1080/00913367.2002.10673665
• Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180.
• Escalas, J. E., Moore, M. C., and Britton, J. E. (2004). Fishing for Feelings? Hooking Viewers Helps! Journal of Consumer Psychology, 14(1/2), 105–114.
• Escalas, Jennifer Edson. (1998). Advertising Narratives, What are they and How do they work? In B. Stern (Ed.), Representing Consumers: Voices, Views and Visions (Firs Editi, pp. 267–289). London and New York: Routledge.
• Feng, Y., Xie, Q., and Lou, C. (2019). The Key to 360-Degree Video Advertising: An Examination of the Degree of Narrative Structure. Journal of Advertising, 48(2), 137–152. https://doi.org/10.1080/00913367.2019.1585305
• Gerrig, R. (1993). Experiencing Narrative Worlds: On the Psychological Activities of Reading. New Haven: Yale University Press. https://doi.org/9780300054347
• Gilbert, D. G., Gilbert, B. O., and Schultz, V. L. (1998). Withdrawal symptoms: Individual differences and similarities across addictive behaviors. Personality and Individual Differences, 24(3), 351–356. https://doi.org/10.1016/S0191-8869(97)00186-4
• Goodrich, K., Schiller, S. Z., and Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37–50. https://doi.org/10.2501/JAR-55-1-037-050
• Green, M. C. (2004). Transportation Into Narrative Worlds: The Role of Prior Knowledge and Perceived Realism. Discourse Processes, 38(2), 247–266.
• Green, M. C. ., Brock, T., and Kaufman, G. F. (2004). Understanding Media Enjoyment: The Role of Transportation into Narrative Worlds. Communication Theory, 14, 311–327.
• Green, M. C., and Brock, T. C. (2000). The Role of Transportation in The Persuasiveness of Public Narratives. Journal of Personality and Social Psychology, 79(5), 701–721.
• Ha, L. (1996). Observations: Advertising clutter in consumer magazines: Dimensions and effects. Journal of Advertising Research, 36(4), 76–84. Interactive Advertising Bureau. (2019). IAB Video Advertising Spend Report: 2019 Digital Content NewFronts. New York. Retrieved from https://www.iab.com/direct-brand-economy/%0Ahttps://www.iab.com/wp-content/uploads/2019/04/IAB-Video-Advertising-Spend-Report-Final-2019.pdf
• Kim, E., Ratneshwar, S., and Thorson, E. (2017). Why Narrative Ads Work: An Integrated Process Explanation. Journal of Advertising, 46(2), 283–296.
• Kim, Eunjin. (2015). The Why and How Of Narrative Advertising: An Integrated Process Framework. University of Missouri-Columbia.
• Kusse, D. C. (2013). Forced pre-roll video-advertising. University of Twente.
• Lien, N.-H., and Chen, Y.-L. (2013). Narrative ads: The effect of argument strength and story format. Journal of Business Research, 66, 516–522.
• Limayem, M., Hirt, S. G., and Cheung, C. M. K. (2003). Habit in the Context of IS Continuance: Theory Extension and Scale Development. In ECIS 2003 Proceedings (p. 90). Retrieved from http://aisel.aisnet.org/ecis2003/90
• Mei, T., Hua, X. S., Yang, L., and Li, S. (2007). VideoSense: Towards effective online video advertising. Proceedings of the ACM International Multimedia Conference and Exhibition, (June 2014), 1075–1084. https://doi.org/10.1145/1291233.1291467
• Milyavskaya, M., Saffran, M., Hope, N., and Koestner, R. (2018). Fear of missing out: prevalence, dynamics, and consequences of experiencing FOMO. Motivation and Emotion, 42(5), 725–737. https://doi.org/10.1007/s11031-018-9683-5
• Oulasvirta, A., Rattenbury, T., Ma, L., and Raita, E. (2012). Habits make smartphone use more pervasive. Personal and Ubiquitous Computing, 16(1), 105–114. https://doi.org/10.1007/s00779-011-0412-2
• Padgett, D. and D. A., and Allen, D. (1997). Communicating Experiences: A Narrative Approach to Creating Service Brand Image. Journal of Advertising, 4(26), 49–62. https://doi.org/10.1080/00913367.1997.10673535
• Pashkevich, M., Dorai-Raj, S., Kellar, M., and Zigmond, D. (2012). empowering Online advertisements by empowering viewers with the Right to Choose The Relative effectiveness of skippable video advertisements on YouTube. Journal of Advertising Research, 52(4), 465–471.
• Polkinghome, D. E. (1991). Narrative and self-concept. Journal of Narrative and Life History, 1, 135–153.
• Prentice, D. A., and Gerrig, R. J. (1999). Exploring the boundary between fiction and reality. In S. Chaiken and Y. Trope (Eds.), Dual-process theories in social psychology (pp. 529–546). New York: Guilford Press.
• Przybylski, A. K., Murayama, K., Dehaan, C. R., and Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
• Şahin, N. H., Batıgün, A. D., and Uzun, C. (2011). Anksiyete bozukluğu: Kişilerarası tarz, kendilik algısı ve öfke açısından bir değerlendirme. Anadolu Psikiyatri Dergisi, 12(2), 107–113.
• Solja, E., Liljander, V., and Söderlund, M. (2018). Short brand stories on packaging: An examination of consumer responses. Psychology and Marketing, 35(4), 294–306. https://doi.org/10.1002/mar.21087
• Speck, P. S., and Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61–76. https://doi.org/10.1080/00913367.1997.10673529
• Szwajca, D. (2019). Digital Customer as a Creator of the Reputation of Modern Companies. Foundations of Management, 11(1), 255–266. https://doi.org/10.2478/fman-2019-0021
• Taylor, S. E., and Schneider, S. K. (1989). Coping and the simulation of events. Social Cognition, 7(2), 174–194.
• van Laer, T., de Ruyter, K., Visconti, L. M., and Wetzels, M. (2014). The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers’ Narrative Transportation. Journal of Consumer Research, 40(5), 797–817. https://doi.org/10.1086/673383
• van Rooij, A. J., Lo Coco, G., De Marez, L., Franchina, V., and Abeele, M. Vanden. (2018). Fear of missing out as a predictor of problematic social media use and phubbing behavior among flemish adolescents. International Journal of Environmental Research and Public Health, 15(10). https://doi.org/10.3390/ijerph15102319
• Wang, J., and Calder, B. J. (2006). Media transportation and advertising. Journal of Consumer Research, 33(2), 151–162.
• Wang, Jing, and Calder, B. J. (2009). Media engagement and advertising: Transportation, matching, transference and intrusion. Journal of Consumer Psychology, 19(3), 546–555. https://doi.org/10.1016/j.jcps.2009.05.005
• Ying, L., Korneliussen, T., and Grønhaug, K. (2009). The effect of ad value, ad placement and ad execution on the perceived instrusiveness of web advertisements. International Journal of Advertising, 28(4), 623–638. https://doi.org/10.2501/s0265048709200795
• Zenith Media. (2019). Zenith Online Video Forecasts. Retrieved March 16, 2020, from https://www.zenithmedia.com/online-video-viewing-to-reach-100-minutes-a-day-in-2021/
• Zhou, B. (2019). Fear of missing out, feeling of acceleration, and being permanently online: a survey study of university students’ use of mobile apps in China. Chinese Journal of Communication, 12(1), 66–83. https://doi.org/10.1080/17544750.2018.1523803