Sosyal Medya Reklamlarında Cinsiyet Eşit(siz)liği: Üniversite Öğrencilerinin Tutumları, Satın Alma Niyetleri ve Olumsuz Ağızdan Ağıza İletişim (nWoM) Üzerindeki Etkileri

Year 2025, Volume: 22 Issue: 6, 1209 - 1224, 17.12.2025

Volkan Yakın , Süleyman Çelik

https://doi.org/10.26466/opusjsr.1772124

Abstract

Öz
Bu çalışma, sosyal medya reklam görsellerinde toplumsal cinsiyet eşitliği ve eşitsizliği temsillerinin üniversite öğrencilerinin tepkileri üzerindeki etkilerini araştırmaktadır. Araştırma, dijital pazarlamada toplumsal cinsiyet temsilinin kritik rolünü vurgulayarak, bunun sosyal algılar ve marka sonuçları üzerindeki etkisini incelemektedir. Bu amaçla nicel bir araştırma yürütülmüştür. Anket temelli- deneysel bir araştırma deseni aracılığıyla, Türkiye'deki bir devlet üniversitesinden 272 üniversite öğrencisine, toplumsal cinsiyet eşitliği veya eşitsizliğini yansıtacak şekilde tasarlanmış kurgusal bir mutfak robotu reklam görseli gösterilmiştir. Bulgular, toplumsal cinsiyet eşitsizliği içeren reklam görselinin, reklama yönelik tutumları önemli ölçüde düşürdüğünü ve satın alma niyetlerini zayıflattığını, aynı zamanda cinsiyet eşitliği içeren görsele kıyasla olumsuz ağızdan ağıza iletişim (nWoM) niyetlerini artırdığını ortaya koymaktadır. Ayrıca, reklama yönelik tutumun, reklam görseli türü ile hem satın alma niyeti hem de nWoM niyetleri üzerindeki etkileri arasındaki ilişkiye tamamen aracılık ettiği bulunmuştur. Bu sonuçlar, toplumsal cinsiyet eşitliğine dayalı temsillerin daha olumlu tüketici tepkileri oluşturabileceğine dair ampirik kanıtlar sunarken, kalıpyargısal temsillerin önemli itibar ve ticari riskler oluşturabileceğini göstermektedir. Çalışma, pazarlamacılar için eşitlik odaklı mesajlaşmayı benimsemenin önemini vurgulamakta ve bu tür stratejilerin üniversite öğrencisi demografisi içinde tüketici tutumlarını ve temel iş metriklerini iyileştirebileceğini göstermektedir.

Keywords

Toplumsal Cinsiyet Eşitliği , Kalıp Yargılar , Sosyal Medya , Reklamcılık , Tüketici Davranışı

Gender (In)Equality in Social Media Ads: Effects on University Students' Attitudes, Purchase Intentions, and nWoM

Abstract

This study examines the effects of gender equality and inequality representations in social media advertising visuals on university students’ responses. Emphasizing the critical role of gender representation in digital marketing, the research investigates its impact on social perceptions and brand-related outcomes. Using an quantitative, experimental, survey-based design, 272 university students from a public university in Türkiye were exposed to fictional food processor advertisements designed to reflect either gender equality or inequality. The findings reveal that the advertisement visual portraying gender inequality significantly decreased attitudes toward the ad and weakened purchase intentions, while increasing negative word-of-mouth (nWoM) intentions compared to the equality-based visual. Moreover, attitude toward the advertisement was found to fully mediate the relationship between advertisement type and both purchase intention and nWoM. These results provide empirical evidence that gender-equal portrayals can generate more favorable consumer responses, while stereotypical representations may pose substantial reputational and commercial risks. The study underscores the importance for marketers of adopting equality-oriented messaging strategies and demonstrates that such approaches can enhance consumer attitudes and key business outcomes within the university student demographic.

Keywords

Gender Equality , Stereotypes , social media , Advertising , Consumer Behavior

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