The Effect of Mental and Emotional Involvement in Stories in Advertisements on Brand Trust

The original article was published on June 30, 2025. https://dergipark.org.tr/en/pub/mtusbbder/article/1688356

Erratum Note

The author previously presented this work in abstract form at a symposium and subsequently prepared an expanded and improved version as an article. However, a note regarding the symposium was inadvertently omitted from the end of the article.

Abstract

The purpose of this study is to examine the mental and emotional engagement levels of storytelling-based advertisement content on consumers and to evaluate the impact of this engagement on brand trust in the context of Anadolu Sigorta's 85th Anniversary - 1924 Erzurum Earthquake commercial. The research aims to reveal the role of storytelling on consumer perception and trust formation through the responses of the participants after watching the commercial. It also investigates how storytelling can contribute to trust-oriented sectors such as the insurance industry. Within the scope of the research, data was collected through an online survey method, and the participants were asked demographic information and questions about their perceptions of mental and emotional engagement and brand trust after their interaction with the advertisement. The sample of the research consists of 385 randomly selected individuals living in Malatya province. Research findings revealed the effects of cognitive and emotional involvement on brand trust. While the cognitive dimension of mental involvement has negative effects on the brand trust dimensions of truthfulness, trustworthiness and goodwill, emotional response has positive effects on brand trust. The level of story immersion was found to have a positive effect only on trustworthiness, while the imagination dimension had no significant effect on brand trust. As a result, it is understood that storytelling can be used as a strategic tool in the insurance sector, especially in increasing brand trust, and emotional connection plays an important role in building trust in consumers. These findings provide important clues on how brands can use storytelling more effectively in their advertising strategies.

Keywords

• Storytelling
• Advertising Content
• Mental Involvement
• Emotional Involvement
• Brand Trust
• Marketing Strategies

Reklamlardaki Hikâyelere Zihinsel ve Duygusal Katılımın Marka Güveni Üzerindeki Etkisi

The original article was published on June 30, 2025. https://dergipark.org.tr/en/pub/mtusbbder/article/1688356

Erratum Note

Yazar, bu çalışmayı daha önce özet olarak bir sempozyumda sunduktan sonra genişletilmiş ve geliştirilmiş halini makale olarak hazırlamıştır. Ancak makalenin sonuna sempozyumla ilgili not düşülmesi sehven unutulmuştur.

Abstract

Bu araştırmanın amacı, Anadolu Sigorta'nın 85. Yıl - 1924 Erzurum Depremi reklam filmi özelinde, hikâye anlatımına dayalı reklam içeriklerinin tüketiciler üzerindeki zihinsel ve duygusal katılım düzeylerini inceleyerek, bu katılımın marka güvenine olan etkisini değerlendirmektir. Aynı zamanda, sigorta sektörü gibi güven odaklı sektörlerde hikâye anlatımının nasıl bir katkı sağlayabileceği de araştırılmaktadır. Araştırma kapsamında, çevrimiçi anket yöntemiyle veri toplamış olup, katılımcılara demografik bilgiler ve reklamla etkileşimleri sonrası zihinsel ve duygusal katılım ile marka güveni algılarına ilişkin sorular sorulmuştur. Araştırma bulguları, zihinsel ve duygusal katılımın marka güveni üzerindeki etkilerini ortaya koymuştur. Zihinsel katılımın bilişsel boyutunun marka güveni doğruluk, güvenirlik ve iyi niyet boyutları üzerinde negatif etkiler yaratırken, duygusal tepkinin marka güveni üzerinde pozitif etkiler oluşturduğu görülmüştür. Hikâyeye dalma düzeyinin yalnızca güvenirlik üzerinde pozitif bir etkisi olduğu, hayal gücü boyutunun ise marka güveni üzerinde anlamlı bir etkisi olmadığı tespit edilmiştir.

Keywords

• Hikâye Anlatımı
• Reklam İçerikleri
• Zihinsel Katılım
• Duygusal Katılım
• Marka Güveni
• Pazarlama Stratejileri.

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