Sosyal Medya Reklamları Bağlamında Reklamdan Kaçınma Davranışı ve Reklam Körlüğü Üzerine Bir İnceleme

Abstract

Bu çalışma, dijital reklamcılık pratiklerinin dönüşen doğası içerisinde, sosyal medya kullanıcılarının geliştirdiği direnç biçimlerini reklamdan kaçınma ve reklam körlüğü kavramları çerçevesinde yeniden düşünmektedir. Özellikle YouTube platformunda yoğunlaşan görsel doygunluk ve algoritmik içerik akışı, Z kuşağının reklam deneyimlerini yapısal düzeyde de şekillendirmektedir. Bu kapsamda, yorumlayıcı paradigma ve sosyal inşacılık kuramsal çerçevesinde tasarlanan bu nitel araştırmada, reklamcılık ve yeni medya disiplinlerinde öğrenim gören 25 üniversite öğrencisiyle gerçekleştirilen yarı yapılandırılmış derinlemesine görüşmeler aracılığıyla, katılımcıların dijital reklamlara ilişkin bilişsel, duygusal ve davranışsal tepkilerini irdelemeye odaklanmıştır. Bulgular, tekrar eden maruziyetin, bağlamsal uyumsuzluğun ve kullanıcı kontrolünün sınırlılığının hem bilinçli kaçınma stratejilerini hem de alışkanlık haline gelen algısal filtreleme davranışlarını tetiklediğini ortaya koymaktadır. Reklam körlüğü ise görsel dikkatin zayıflamasının ötesinde seçici algı yoluyla inşa edilen bir bilişsel savunma mekanizması olarak değerlendirilmektedir. Bu bulgular ışığında çalışma, dijital reklamcılığın etkili olabilmesi için kullanıcı deneyimini önceleyen, bağlamsal tutarlılığı gözeten ve algısal yükü minimize eden etik temelli stratejilere duyulan ihtiyacı vurgulamaktadır.

Keywords

• Reklam Körlüğü
• Reklamdan Kaçınma
• Sosyal Medya Reklamcılığı
• Dijital Reklamcılık
• Z Kuşağı.

A Study of Ad Avoidance Behaviour and Ad Blindness in Social Media Advertising

Abstract

This study reconsiders the resistance strategies developed by social media users within the evolving nature of digital advertising practices through the conceptual lenses of ad avoidance and ad blindness. On platforms such as YouTube, where visual saturation and algorithmically curated content streams dominate, the advertising experience of Generation Z is shaped not only by the content itself but also by structural dynamics. Within this framework, the study adopts a qualitative research design grounded in interpretive and social constructivist paradigms, focusing on the cognitive, emotional, and behavioral responses of 25 university students enrolled in advertising and new media programs. Semi-structured in-depth interviews were conducted to explore participants’ perceptions of and reactions to digital advertisements. Findings reveal that repeated ad exposure, contextual misalignment, and limited user control trigger both deliberate avoidance strategies and habitual perceptual filtering mechanisms. Ad blindness, in this context, is conceptualized not merely as diminished visual attention but as a cognitive defense mechanism constructed through selective perception. In light of these findings, the study highlights the importance of ethically grounded advertising strategies that prioritize user experience, contextual relevance, and minimizing cognitive load to enhance the effectiveness of digital advertising.

Keywords

• Ad Blindness
• Ad Avoidance
• Social Media Advertising
• Digital Advertising
• Generation Z

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