Tüketici Sinizminin Sosyal Medya Reklamlarına Yönelik Tutuma Etkisi: Reklama Karşı Şüpheciliğin Aracı Rolü

Abstract

Günümüzde sosyal medya reklamları, markalar için önemli bir pazarlama aracıdır. Mevcut literatür, tüketicilerin sahip olduğu şüpheci tutumların sosyal medya reklamlarına yaklaşımlarını etkileyebileceğini göstermektedir. Bu çalışma, tüketici sinizminin sosyal medya reklamlarına yönelik tutum üzerindeki etkisini ve bu etkide reklama karşı şüpheciliğin aracılık rolünü incelemeyi amaçlamaktadır. İlişkisel tarama modelinde betimsel bir araştırma olarak tasarlanan çalışmada değişkenler arası ilişkilerin belirlenmesi amacıyla yapısal eşitlik modellemesi kullanılmıştır. 408 katılımcıdan elde edilen veriler SPSS ve AMOS programları kullanılarak analiz edilmiştir. Analiz sonuçları araştırmada kullanılan ölçeklerin yapı geçerliliğine ve güvenilirliğe sahip olduğunu göstermektedir. Araştırma sonuçlarına göre tüketici sinizmi sosyal medya reklamlarına yönelik tutum üzerinde anlamlı ve pozitif bir etkiye sahiptir ve bu etkide reklama karşı şüphecilik aracı bir rol sergilemektedir. Ayrıca tüketici sinizmi reklama karşı şüpheciliği anlamlı ve pozitif yönde etkilemekte, reklama karşı şüpheciliğin ise sosyal medya reklamlarına yönelik tutum üzerinde anlamlı ve negatif bir etkisi bulunmaktadır. Çalışma, akademik anlamda güncelliğini koruyan sosyal medya reklamlarına yönelik tutum konusunda elde ettiği bulgular açısından değerli görülmektedir. Bu kapsamda araştırma sonuçlarının hem reklamcılık sektörü profesyonellerine hem de konu ile ilgili akademik çalışmalara faydalı olacağı düşünülmektedir.

Keywords

• Tüketici Sinizmi
• Reklama Yönelik Tutum
• Reklama Karşı Şüphecilik
• Sosyal Medya Reklamları
• Reklamcılık

The Impact of Consumer Cynicism on Attitudes Towards Social Media Advertisements: The Mediating Role of Advertising Skepticism

Abstract

Today, social media advertising is a significant marketing tool for brands. The existing literature suggests that consumers’ skeptical attitudes can influence their approach to social media advertisements. This study aims to examine the effect of consumer cynicism on attitudes toward social media advertisements and the mediating role of ad skepticism in this relationship. The study was designed as descriptive research in the relational screening model, and structural equation modeling was used to determine the relationships between variables. Data obtained from 408 participants were analyzed using SPSS and AMOS programs. The analysis results show that the scales used in the study have construct validity and reliability. According to the research results, consumer cynicism has a significant and positive effect on attitudes towards social media advertisements, and ad skepticism plays a mediating role in this effect. Additionally, consumer cynicism significantly and positively affects ad skepticism, while ad skepticism has a significant and negative effect on attitudes toward social media advertisements. The study is considered valuable in terms of the findings it has obtained regarding attitudes towards social media advertisements, which are still relevant in academic terms. In this context, it is thought that the research results will be beneficial to both advertising industry practitioners and academic studies on the subject.

Keywords

• Consumer Cynicism
• Attitude Towards Advertising
• Ad Skepticism
• Social Media Advertisements
• Advertising

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