Kastamonu İletişim Araştırmaları Dergisi 2667-727X Kastamonu University 10.56676/kiad.1188301 Communication and Media Studies İletişim ve Medya Çalışmaları Measuring Attitudes Towards Internet Advertising: A Comparative Study Between Generations X, Y and Z İnternet Reklamcılığına Yönelik Tutumların Ölçülmesi: X, Y ve Z Kuşakları Arasında Karşılaştırmalı Bir İnceleme https://orcid.org/0000-0001-6670-8931 Solak Bahadır Burak EGE ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ https://orcid.org/0000-0002-9239-4187 Gazi Mehmet Ali MALATYA TURGUT ÖZAL ÜNİVERSİTESİ 12 26 2022 9 90 108 10 13 2022 12 13 2022 Copyright © 2018, Kastamonu İletişim Araştırmaları Dergisi 2018 Kastamonu İletişim Araştırmaları Dergisi

This study addressed differences in the attitudes toward Internet advertising of Generations X, Y, and Z. In this context, the attitudes of participants from different generations were measured in the dimensions of information, entertainment, social role, materialism, forgery, anger, value corruption, attitude, and behavioral reaction dimensions using the "Attitude Scale towards Internet Advertising". The study was conducted between September 20 and 27, 2022, on a sample of 150 people aged 18-58, representing each generation in equal proportions, using the questionnaire technique, one of the quantitative research methods. The findings show that generation X has a negative attitude towards Internet advertising, while Generations Y and Z have a positive attitude. On the other hand, it has been determined that the X generation is protective against internet advertisements, while the Y generation adopts a more strategic approach. The goal of the study was to conceptualize the intergenerational differences in internet advertising and to show how internet advertising plays a role in an accurate understanding of consumer needs and wants.

Bu çalışma, internet reklamcılığına yönelik tutumun X, Y ve Z kuşakları arasındaki farklılıklarını incelemektedir. Bu kapsamda farklı kuşaklardan katılımcıların bilgi, eğlence, sosyal rol, materyalizm, sahtecilik, sinirlendirme, değer yozlaşması, tutum ve davranışsal tepki boyutları bağlamındaki tutumları "İnternet Reklamcılığına Yönelik Tutum Ölçeği” kullanılarak ölçülmüştür. Araştırma, 20.09.2022 – 27.09.2022 tarihleri arasında, nicel araştırma yöntemlerinden anket tekniği kullanılarak yaşları 18-58 arasında değişen her kuşağı eşit sayıda temsil eden 150 kişiden oluşan bir örneklem üzerinde yapılmıştır. Bulgular, X kuşağının internet reklamcılığına karşı olumsuz bir tutuma sahip olduğunu, Y ve Z kuşağının ise olumlu bir tutuma sahip olduğunu göstermektedir. Bununla birlikte çalışmada, X kuşağının internet reklamlarına karşı korumacı olduğu, Y kuşağının ise daha rasyonel bir yaklaşım benimsediği tespit edilmiştir. Araştırma, internet reklamcılığındaki nesiller arası farklılıkları kavramsallaştırmaya ayrıca internet reklamcılığının tüketici ihtiyaç ve isteklerinin doğru bir şekilde anlaşılmasında nasıl bir rol oynadığını göstermeye çalıştı.

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