Doğal Reklamların Marka Farkındalığı Oluşturma Rollerinin Takip Edilme Motivasyonlarına Etkisi Üzerine Bir Araştırma

Year 2021, , 1016 - 1039, 20.11.2021

Ümit Arklan , Nilgün Tuzcu

https://doi.org/10.21076/vizyoner.906706

Abstract

Dijital ortamların reklamcılık alanına sunduğu imkanların etkisiyle ortaya çıkmış yeni nesil uygulamalardan birisi de doğal reklamlardır. Sağladığı olanaklar nedeniyle, kurumsal yapılar marka farkındalığı oluşturabilmek ve tüketici motivasyonlarına hitap edebilmek adına doğal reklamlardan son zamanlarda sıklıkla yararlanmaya başlamıştır. Bu durum doğal reklamların marka farkındalığı oluşturma rollerini, takip edilme motivasyonlarını ve bunlar arasındaki etkileşimi önemli hale getirmiştir. Çalışmanın temel amacını oluşturan bu önemli konuya ışık tutmak maksadıyla Süleyman Demirel Üniversitesi öğrencileri üzerinde bir alan araştırması gerçekleştirilmiştir. Araştırma sonucunda; doğal reklamların marka farkındalığı oluşturma rollerinin, kişiselleştirme, bilgilendirme, etkileşim kurma ve güven verme olmak üzere birbirleriyle etkileşim halindeki dört alt boyuttan meydana geldiği; takip edilme motivasyonlarının ise, bireysel tatmin, farkındalık, işlevsellik ve ilgi çekicilik şeklinde dört alt boyuttan oluştuğu ve bireylerin etkileşimsel bir şekilde bu motivasyonların tesiriyle doğal reklamları takip ettiği anlaşılmıştır. Doğal reklamların marka farkındalığı oluşturma rollerinin takip edilme motivasyonlarına etkisine bakıldığında ise, kişiselleştirme, bilgilendirme, etkileşim kurma ve güven verme rollerinin tümü farkındalık motivasyonu üzerinde etkiliyken; kişiselleştirme ve güven verme rolünün bireysel tatmin ve işlevsellik motivasyonunu artırıcı bir etkiye sahip olduğu; kişiselleştirme ve etkileşim kurma rolünün ise ilgi çekicilik motivasyonu üzerinde anlamlı ve olumlu bir etkisinin bulunduğu ortaya çıkmıştır.

Keywords

Reklam, Dijital Reklam, Doğal Reklam, Marka, Marka Farkındalığı

A Research on the Effect of Follow-Up Motivations of the Roles of Creating Brand Awareness of Native Advertisements

Abstract

One of the new generation applications that emerged with the effect of the possibilities offered by digital media to the field of advertising is native advertisements. Due to the opportunities which it provides, corporate structures have recently started to frequently benefit from native advertisements to create brand awareness and appeal to consumer motivations. This has made the role of native ads in creating brand awareness, their motivation to follow-up, and the interaction between them important. In order to shed light on this important issue that constitutes the main purpose of the study, a field study is carried out on the students of Süleyman Demirel University. As a result of the research, it is seen that the roles of native ads in creating brand awareness consist of four sub-dimensions that interact with each other: personalization, information, interaction, and giving confidence. Additionally, it is understood that the follow-up motivations consist of four sub-dimensions: individual satisfaction, awareness, functionality, and attractiveness, and individuals follow native ads interactively with the effect of these motivations. In respect of the effect of native ads on the motivations of brand awareness creation roles for being followed, it is found out that the personalization, information, interaction, and giving confidence roles are all effective on the awareness motivation, and that the role of personalization and giving confidence has an increasing effect on individual satisfaction and functionality motivation. It is also seen that the role of personalization and interaction has a significant and positive effect on attractiveness motivation.

Keywords

Advertising, Digital Advertising, Native Advertising, Brand, Brand Awareness

References

• Aaker, D.A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
• Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
• Accurate Digital Media. (2021). Doğal reklamlar (native reklamcılık). Erişim adresi: https://accurate.com.tr/hizmet/dogal-reklamlar-native-reklamcilik, (14.02.2021).
• Ahmadinejad, B. ve Asli, H.N. (2017). E-business through social media: a quantitative survey (case study: Instagram). International Journal of Management, Accounting and Economics, 4(1), 80-99.
• Amazeen, M.A. ve Wojdynski, B.W. (2018). The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers. Journalism, 21(12), 1965-1984.
• Anderson, E.W., Fornell, C. ve Lehmann, D.R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58(3), 53-66.
• Antchak, V. ve Ramsbottom, O. (2020). The fundamentals of event design, Oxfordshire: Routledge.
• Arslan, E. (2017a). Doğal reklam: Güncel bir internet reklamcılığı yöntemi olarak doğal reklamın tüm yönleriyle incelenmesi. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(1), 563-584.
• Arslan, E. (2017b). Türkiye’de doğal reklam: Bir internet reklamcılık yöntemi olarak Türkiye’de doğal reklamın incelenmesi. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 4(14), 19-42.
• Arslan, E. (2019). Sosyal medyada yeni bir reklam modeli olarak kullanılan native (doğal) reklam. Pressacademia Procedia, 9(1), 269-273.
• Bagozzi, R.P. ve Silk, A.J. (1983). Recall, recognition and recognition measurement of memory for print advertisements. Marketing Science, 2(2), 95-134.
• Bakshi, A.C. (2015). Why and how to regulate native advertising in online news publications. UB Journal of Media Law and Ethics, 4(3/4), 4-47.
• Barutçu, S. ve Göl, M.Ö. (2009). Mobil reklamlar ve mobil reklam araçlarına yönelik tutumlar. KMU İİBF Dergisi, 11(17), 24-41.
• Cambridge Dictionary. (2021). Native, Erişim adresi: https://dictionary.cambridge.org/tr/s%C3%B6zl%C3%BCk/ingilizcet%C3%BCrk%C3%A7e/native_1, (15.01.2021).
• Campbell, C. ve Evans, N.J. (2018). The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising. Journal of Interactive Marketing, 43, 17-32.
• Campbell, C. ve Grimm, P.E. (2018). The challenges native advertising poses: exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110-123.
• Campbell, C. ve Marks, L.J. (2015). Good native advertising isn’t a secret. Business Horizons. 58(6), 599-606.
• Canbazoğlu, A.D. (2017). İnternet reklamları kabulünü etkileyen faktörler. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 4(13), 25-47.
• Chang, T.Z. ve Wildt, A.R. (1994). Price, product ınformation, and purchase intention: an empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
• Chi, H.K., Yeh, H.R ve Yang, Y.T. (2009). The impact of brand awareness on consumer purchase intention: the mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1), 135-144.
• Cho, C.H. ve Cheon, H.J. (2004). Why do people avoid advertising on the internet?. Journal of Advertising, 33(4), 89-97.
• Choi, S.M. ve Rifon, N.J. (2002). Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of Interactive Advertising, 3(1), 12‐24.
• Cockrell, C. (2019). Elaboration likelihood and readers' perceptions of native advertising on news websites. Master Dissertation, The Graduate School of the University of Alabama, Alabama.
• Çakırkaya, M. (2019). İçerik pazarlamasının müşteri sadakati üzerindeki rolü: e-ticaret sitesi müşterileri üzerinde bir araştırma. Konya: Eğitim Yayınevi.
• Çekal, Ö. (2018). Doğal reklam uygulamaları ve sosyal ağ sitelerinde kullanımı: Onedio örneğinde bir inceleme. Yüksek Lisans Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
• Çelik, S.U. (2020). Pazarlama 4.0 açısından doğal reklamların incelenmesi ve marka farkındalığına etkisi üzerine bir araştırma. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
• Çetinkaya, A. (2016). Çevrimiçi gazetecilikte yeni bir reklam modeli olarak doğal reklamlar. AJIT-e: Online Academic Journal of Information Technology, 7(25), 123-136.
• Dehghani, M., Niaki, M.K., Ramezani, I. ve Sali, R. (2016). Evalutating the influence of youtube advertising for attraction of young customers. Computers in Human Behavior, 59, 165-172.
• Delgado-Ballester, E. ve Munuera-Alemán, J.L. (2005). Does brand trust matter to brand equity?. Journal of Product & Brand Management, 14(3), 187-196.
• Doğancaner, S.E. (2020). Bir dijital reklamcılık türü olarak doğal (native) reklam: Onedio.com üzerine bir araştırma. Yüksek Lisans Tezi, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü, Kayseri.
• Dorovskykh, O. (2015). Native advertising as a storytelling tool: framing of brand messages. Master Dissertation, The Graduate School at the University of Missouri-Columbia, Columbia.
• Dönmez, M.S. (2020). Doğal reklamların marka tutumu bağlamında irdelenmesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 11(27), 514-526.
• Draganska, M. ve Klapper, D. (2011). Choice set heterogeneity and the role of advertising: an analysis with micro and macro data. Journal of Marketing Research, XLVII, 653-669.
• Ducoffe R.H. ve Curlo E. (2000). Advertising value and advertising processing. Journal of Marketing Communications, 6(4), 247-262.
• Ducoffe, R.H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18.
• Edelman, D.C. (2010). Spotlight on social media and the new rules of branding: Branding in the digital age: You’re spending your money in all the wrong places. Harvard Business Review, 62-69.
• Einstein, B.R. (2015). Reading between the lines: the rise of native advertising and the FTC's inability to regulate it. Brooklyn Journal of Corporate, Financial & Commercial Law, 10(1), 225-248.
• Einstein, M. (2016). Black ops advertising: native ads, content marketing, and the covert world of the digital sell. New York and London: OR Books.
• Einstein, M. (2018). Dijital reklamın gizli dünyası: içerik pazarlaması ve doğal görünen reklamlar. D. Tanla Kurt (Çev.), İstanbul: The Kitap Yayınları.
• Ergin, E.E. (2015). Sosyal medyada reklam kullanımı örneği olarak yerli reklamların incelenmesi. Yüksek Lisans Tezi, İstanbul Kültür Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
• Evans, N.J., Phua, J., Lim, J. ve Jun, H. (2017). Disclosing instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149.
• Friestad, M. ve Wright, P. (1994). The persuasion knowledge model: how people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.
• Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58 (2), 1-19.
• Go, E., Jung, E.H. ve Wu, M. (2014). The effects of source cues on online news perception. Computers in Human Behavior, 38, 358-367.
• Goldsmith, R.E., Lafferty, B.A. ve Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
• Greer, J.D. (2003). Mass communication and society, evaluating the credibility of online information: a test of source and advertising influence. Mass Communication and Society, 6(1), 11-28.
• Grissby, J.L. (2017). What’s the story? understanding the experiences and consequences of consuming stories. Doctoral Dissertation, Kent State University Department of Marketing & Entrepreneurship, Ohio.
• Harms, B., Bijmolt, T.H.A. ve Hoekstra, J. C. (2017). Digital native advertising: practitioner perspectives and a research agenda. Journal of Interactive Advertising, 17(2), 80-91.
• Howe, P. ve Teufel, B. (2014). Native advertising and digital natives: the effects of age and advertisement format on news website credibility judgments. International Symposium on Online Journalism, 4(1), 78-90.
• Hoyer, W.D. ve Brown, S.P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17, 141-148.
• Hwang, Y. ve Jeong, S.H. (2019). Editorial content in native advertising how do brand placement and content quality affect native-advertising effectiveness?. Journal of Advertising Research, 59(2), 208-218.
• IAB. (2013). Native advertising playbook: six native ad categories, six marketplace considerations, and ıab recommended disclosure principles. Erişim adresi: https://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf, (17.02.2021).
• Jankowski, J., Kazienko, P., Wątróbski, J., Lewandowska, A., Ziemba, P. ve Zioło, M. (2016). Fuzzy multi-objective modeling of effectiveness and user experience in online advertising. Expert Systems with Applications, 65, 315-331.
• Jung, A. ve Heo, J. (2019). Ad disclosure vs. ad recognition: how persuasion knowledge influences native advertising evaluation. Journal of Interactive Advertising, 19(1), 1-14.
• Kambar, R. (2016). Moda ürünlerinde güdülenmiş tüketici yenilikçiliğinin satın alma ilgilenimi üzerindeki etkisi. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 32, 149-166.
• Karapınar, D.Ç. ve Fidan, A.B. (2019). Doğal reklam örneğinde dijitalin dönüştürdüğü reklamcılık. K. Aydın ve Z. Sakhi (Ed.), İKSAD 4. International Congress of Social Sciences içinde (96-111), Erzurum: İKSAD Publications.
• Kaufman, B. (2003). Stories that sell, stories that tell. Journal of Business Strategy, 24(2), 11-15.
• Keast, R. (2016). Native advertising arbitrage: the secret guide to the fastest growing way to make money with blogs in 2016 and beyond. CreateSpace Independent Publishing Platform.
• Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
• Keller, K.L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
• Kim M., Lee J.K. ve Lee K.Y. (2019). Interplay of content type and product type in the consumer response to native advertising on social media. Asian Journal of Communication, 29(6), 464-482.
• Kim, J. Lee, J. ve Chung, Y.J. (2017). Product type and spokespersons in native advertising – the role of congruency and acceptance. Journal of Interactive Advertising, 17(2), 109-123.
• Kolcuoğlu, R.A. (2018). Instagram’da nüfuz pazarlaması (ınfluencer marketing) ve doğal reklamlar üzerine betimleyici bir araştırma. Yüksek Lisans Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü, Antalya.
• Krouwer, S. ve Poels, K. (2017). Article or ad? readers’ recognition and evaluations of native advertisements on online news websites. V. Zabkar ve M. Eisend (Ed.), Advances in Advertising Research VIII: Challenges in an Age of Dis-Engagement içinde (17-30), Wiesbaden: Springer Gabler.
• Lafferty, B.A. ve Goldsmith, R.E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase ıntentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44, 109-116.
• Lee, D.J., Ahn, J.H. ve Bang, Y. (2011). Managing consumer privacy concerns in personalization: a strategic analysis of privacy protection. Mis Quarterly, 35(2), 423-444.
• Lee, J., Kim, S. ve Ham C.D. (2016). A double-edged sword? predicting consumers’ attitudes toward and sharing intention of native advertising on social media. American Behavioral Scientist, 60(12), 1425-1441.
• Lovell, D. (2017). Native advertising: the essential guide, London: Kogan Page Ltd.
• Lugmayr, A., Sutinen, E., Suhonen, J., Sedano, C.I., Hlavacs, H. ve Montero, C. S. (2017). Serious storytelling–a first definition and review. Multimed Tools Appl, 76(14), 15707-15733.
• Lynch, L. (2018). Native advertising: advertorial disruption in the 21st-century news feed, New York: Routledge Focus.
• Macdonald, E.K. ve Sharp, B.M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication. Journal of Business Research, 48, 5-15.
• MacKenzie, S.B. ve Lutz, R.J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53 (2), 48-65.
• Manic, M. (2015). The rise of native advertising. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences, 8(57), 53-58.
• Mansfield, T.W.J. (2015). Native advertising: attitudes, value and purchase intention. Master Dissertation, The Graduate School of The University of Texas at Austin, Austin.
• Massaw, A. (2018). Deep Secrets of Native Advertising. Independently Published.
• Matteo, S. ve Dal Zotto, C. (2015). Native advertising, or how to stretch editorial to sponsored content within a transmedia branding era. G. Siegert, K. Förster, S. M. Chan-Olmsted ve M. Ots (Ed.), Handbook of Media Branding içinde (1-17), Switzerland: Springer International Publishing.
• Ming, W.Q. ve Yazdanifard, R. (2014). Native advertising and its effects on online advertising. Global Journal of Human-Social Science: E Economics, 14(8), 10-14.
• Morgan, G.A., Leech, N.L., Gloeckner, G.W. ve Barrett, K. C. (2004). SPSS for introductory statistics: use and interpretation. New Jersey: Lawrance Erlbaum Associates.
• Moruzzi, M. (2017). 15 Questions About Native Advertising. StreetLib Write.
• Mudge, A.R. (2017). Native advertising, influencers, and endorsements: Where is the line between integrated content and deceptively formatted advertising?, Antitrust, 31(3), 80-85.
• Mulvenna, M.D., Anand, S.S. ve Büchner, A.G. (2000). Personalization on the net using web mining. Communications of the ACM, 43(8), 123-125.
• Natale, D.W. (2019). Recognition and perceptions of native advertising in media. Doctoral Dissertation, Indiana University of Pennsylvania School of Graduate Studies and Research, Pennsylvania.
• Newell, S.J. ve Goldsmith, R.E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, 235-247.
• Oxford Learner’s Dictionaries. (2021). Native. Erişim adresi: https://www.oxfordlearnersdictionaries.com/definition/english/native_1?q=native, (15.01.2021).
• Pavlenko, K. (2018). Consumer attitude and purchasing behavior related to native advertising on instagram social media platform. Master Dissertation, Webster Vienna Private University, Vienna.
• Percy, L. ve Rossiter, J.R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274.
• Rao, B. ve Minakakis, L. (2003). Evolution of mobile location-based services. Communications of the Acm, 46(12), 61-65.
• Rozendaal, E., Lapierre, M.A., van Reijmersdal, E.A. ve Buijzen, M. (2011). Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14(4), 333-354.
• Sahni, N.S. ve Nair, H.S. (2016). Native advertising, sponsorship disclosure and consumer deception: evidence from mobile search-ad experiments (Working Paper 3395). Stanford: The American University of Stanford.
• Seligman, T.J. (2015). Native advertising: The old is new again. The Computer and Internet Lawyer, 32(7), 1-10.
• Shimp, T.A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10 (2), 9-15.
• Shirooni, C. (2018). Native advertising in social media: Is the FTC’s “reasonable consumer” reasonable?. Washinton University Journal of Law and Policy, 56, 219-238.
• Smith, M. (2017). The native advertising advantage: build authentic content that revolutionizes digital marketing and drives revenue growth, New York: McGraw-Hill Education.
• Stubb, C. (2018). Story versus info: tracking blog readers’ online viewing time of sponsored blog posts based on content-specific elements. Computers in Human Behavior, 82, 54-62.
• Sweetser, K.D., Ahn, S.J., Golan, G.J. ve Hochman, A. (2016). Native advertising as a new public relations tactic. American Behavioral Scientist, 60(12), 1442-1457.
• Şengül, O. (2019). 2 saatte A'dan Z'ye dijital pazarlama, İstanbul: Ceres Eğitim ve Yayıncılık.
• Şişmanoğlu, T. (2015). Doğal reklam ile ilgili merak edilen her şey. Erişim adresi: https://webrazzi.com/2015/12/07/dogal-reklam-native-advertising/, (30.01.2020).
• Tam, K.Y. ve Ho, S.Y. (2005). Web personalization as a persuasion strategy: an elaboration likelihood model perspective. Information Systems Research, 16(3), 271-291.
• The Brand Age. (2021). dijital reklamcılığın yükselen trendi: Native reklam. Erişim adresi: https://www.thebrandage.com/dijital-reklamciligin-yukselen-trendi-native-reklam, (14.02.2021).
• Tosun, B.N. (2013). İletişim temelli marka yönetimi, İstanbul: Beta Yayıncılık.
• Tureng. (2021). Native advertising. Erişim adresi: https://tureng.com/tr/turkce-ingilizce/native%20advertising, (15.01.2021).
• Varien Reklam. (2021). Doğal reklam (Native advertising) nedir?. Erişim adresi: https://www.varien.com.tr/dogal-reklam-native-advertising-nedir, (14.02.2021).
• Varnalı, K. (2013). Dijital tutulma: pazarlama iletişimi ve insan, İstanbul: MediaCat.
• Wakefield, K.L. ve Blodgett, J.G. (1999). Customer response to ıntangible and tangible service factors. Psychology & Marketing, 16(1), 51-68.
• Wang, Y. ve Li, Y. (2017). Understanding “native advertising” from the perspective of communication strategies. Journal of Promotion Management, 23(6), 913-929.
• Webtures. (2021). Native reklam nedir?. Erişim adresi: https://www.webtures.com/tr/blog/sozluk/native-reklam-nedir/, (14.02.2021).
• Wojdynski, B.W. ve Evans, N.J. (2016). Going native: effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.
• Wojdynski, B.W. ve Golan, G.J. (2016). Native advertising and the future of mass communication. American Behavioral Scientist, 60(12), 1403-1407.
• Wojdynski, B.W., Bang, H., Keib, K., Jefferson, B.N., Choi, D. ve Malson, J.L. (2017). Building a better native advertising disclosure. Journal of Interactive Advertising, 17(2), 150-161.
• Wojdynski, B.W., Evans, N.J. ve Hoy, M.G. (2018). Measuring sponsorship transparency in the age of native advertising. The Journal of Consumer Affairs, 52(1), 115-137.
• Wu, M., Huang, Y., Li, R., Bortree, D.S., Yang, F., Xiao, A. ve Wang, R. (2016). A tale of two sources in native advertising: examining the effects of source credibility and priming on content, organizations, and media evaluations. American Behavioral Scientist, 60(12), 1492-1509.
• Xu, D. J. (2006/2007). The influence of personalization in affecting consumer attitude toward mobile advertising in China. The Journal of Computer Information Systems, 4(2), 9-19.
• Yıldız, S. (2019). Reklamda öyküsel anlatımın etkileri: doğal reklam uygulamaları üzerine deneysel bir araştırma. Doktora Tezi, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir.
• Zarzosa, J. ve Fischbach, S. (2017). Native advertising: Trickery or technique? An ethics project and debate. Marketing Education Review, 27(2), 104-108.
• Zha, W. ve Wu, H.D. (2014). The impact of online disruptive ads on users' comprehension, evaluation of site credibility, and sentiment of intrusiveness. American Communication Journal, 16(2), 15-28.