ANALYSIS OF NATIVE ADVERTISINGS IN THE CONTEXT OF BRAND ATTITUDE

Year 2020, Volume: 11 Issue: 27, 514 - 526, 10.06.2020

Mevlüt Sedat Dönmez

https://doi.org/10.21076/vizyoner.649888

Cited By: 1

Abstract

Native advertising, which is defined as a form of communication that implicitly transmits advertising messages to consumers by overlapping with the content in which they are published, is considered as an effective means of reaching consumers who have closed themselves to promotional messages. Nowadays, natural advertisements, which are evaluated within the framework of internet advertising, are considered as an effective means of reaching consumers, especially those who have closed themselves to promotional messages. In addition, it is assumed that natural advertising practices can create a positive attitude towards the brand. Based on this assumption, consumers' evaluations of natural advertising and their reflection on brand attitude are questioned by Haribo brand, which publishes natural advertisements on Onedio website. In this respect, the differences between the descriptive variables are also examined within the scope of the study, which collects data with face-to-face survey technique with 510 people in Isparta. According to the results of the research, while it is seen that native advertising has a role in creating a positive brand attitude; it is found that there are differences both in the evaluation of native advertising and brand attitude in terms of descriptive variables. 

Keywords

Native Advertising, Brand Attitude, Advertising, Brand

DOĞAL REKLAMLARIN MARKA TUTUMU BAĞLAMINDA İRDELENMESİ

Abstract

Yayınlandıkları içerikle örtüşerek tüketicilere reklam mesajlarını üstü kapalı bir biçimde aktaran iletişim biçimi, doğal reklam olarak tanımlanmaktadır. Günümüzde internet reklamcılığı çerçevesinde değerlendirilen doğal reklamlar, özellikle kendisini tanıtım mesajlarına kapatan tüketicilere ulaşmada etkin bir araç olarak düşünülmektedir. Bunun yanı sıra doğal reklam uygulamalarının markaya yönelik olumlu bir tutum oluşturabildiği varsayılmaktadır. Söz konusu varsayımdan yola çıkan bu araştırma kapsamında tüketicilerin doğal reklama yönelik değerlendirmeleri ve bunun marka tutumuna yansıması Onedio sitesinde doğal reklam yayımlayan Haribo markası özelinde sorgulanmıştır. Bu doğrultuda Isparta ilinde 510 kişiyle yüz yüze anket tekniği ile veri toplanan araştırma kapsamında ayrıca tanımlayıcı değişkenler arasındaki farklılıklar irdelenmiştir. Araştırma sonuçlarına göre doğal reklamın marka tutumu oluşturmak açısından olumlu bir rolü olduğu görülürken, tanımlayıcı değişkenler özelinde hem doğal reklamın değerlendirilmesi hem de marka tutumu açısından farklılıkların meydana geldiği bulgusuna erişilmiştir.

Keywords

Doğal Reklam, Marka Tutumu, Reklam, Marka

References

• 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, 1-20.
• Arslan, E. (2017). Doğal reklam: Güncel bir internet reklamcılığı yöntemi olarak doğal reklamın tüm yönleriyle incelenmesi. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(1), 563-584.
• Boerman, S. C., Van Reijmersdal, E. A. ve Neijens, P. C. (2012). Sponsorship disclosure: Effects of duration on persuasion knowledge and brand responses. Journal of Communication, 62(6), 1047-1064.
• Boerman, S. C., Van Reijmersdal, E. A. ve Neijens, P. C. (2015). Using eye tracking to understand the effects of brand placement disclosure types in television programs. Journal of Advertising, 44(3), 196-207.
• Boerman, S. C., Willemsen, L. M. ve Van Der Aa, E. P. (2017). This post is sponsored: Effects of sponsorship sisclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82–92.
• Bruner II, G. C. (1998). Standardization and justification: Do aad scales measure up? Journal of Current Issues and Research in Advertising, 20(1), 1-18.
• Campbell, C. ve Grimm, P. E. (2019). 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., Cohen, J. ve Ma, J. (2014). Advertisements just aren’t advertisements anymore. Journal of Advertising Research, 54(1), 7-10.
• Chaudhuri, A. ve Holbrook, M. B. (2001). The Chain of effects from brand trust and brand affect to brand performance: The Role of brand loyalty. Journal of Marketing, 65(2), 81–93.
• Cowley, E. ve Barron, C. (2008). When product placement goes wrong: The Effects of program liking and placement prominence. Journal of Advertising, 37(1), 89–98.
• Darke, P. R. ve Ritchie, R. J. B. (2007). The Defensive consumer: Advertising deception, defensive processing and distrus. Journal of Marketing Research, 44(1), 114-127.
• We are Social. (2019). Digital in 2019. Erişim adresi: https://wearesocial.com/global-digital-report-2019, (25 Ağustos 2019).
• Etkileşimli Reklamcılık Bürosu (IAB). (2015). Native (Doğal) reklam oyun kitabı. Erişim adresi: https://www.iabturkiye.org/UploadFiles/Reports/iab_dogal_reklam_oyun_kitabi05072017172639.pdf, (26 Ağustos 2019).
• Etkileşimli Reklamcılık Bürosu (IAB). (2016). Native (Doğal) reklamcılık. Erişim adresi: https://www.iabturkiye.org/UploadFiles/Reports/native_advertising_nedir05072017172229.pdf, (26 Ağustos 2019).
• 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.
• Gegez, E. (2015). Pazarlama araştırmaları. İstanbul: Beta Yayınevi.
• He, Y., Chen, Q. ve Alden, D. L. (2016). Time will tell: Managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 44(6), 791-805.
• Hogg, M. A. ve Vaughan G. M. (2014). Sosyal psikoloji. İ. Yıldız ve A. Gelmez (Çev.), Ankara: Ütopya Yayınevi.
• Hwang, Y. ve Jeong, S. (2018). Editorial content in native advertising. How do brand placement and content quality affect native-advertising effectiveness? Journal of Advertising Research, 59(2), 1-11.
• IAB Türkiye. (2018). 2018 Dijital reklam yatırımları açıklandı. Erişim adresi: https://www.iabturkiye.org/2018-dijital-reklam-yatirimlari-aciklandi, (10 Eylül 2019).
• İslamoğlu, A. H. ve Altunışık, R. (2013). Tüketici davranışları. İstanbul: Beta Yayıncılık.
• Jung, A. ve Heo, J. (2018). Ad disclosure vs. ad recognition: How persuasion knowledge influences native advertising evaluation. Journal of Interactive Advertising, 19(1), 1-14.
• Kağıtçıbaşı, Ç. (2003). Yeni insan ve insanlar. İstanbul: Evrim Yayınevi.
• Manic, M. (2015). The Rise of native advertising. Economic Sciences, 8(57), 53-58.
• Mudge, A. R. ve Shaheen, R. (2017). Native advertising, influencers and endorsements: Where is the line between integrated content and deceptively formatted advertising?. Journal of Internet Law, 21(5), 9-16.
• Naresh, K. M. ve Birks, D. F. (2000). Marketing research an apllied approach. ABD: Prentice Hall.
• Onedio. (2019). Onedio nedir? Ne yapar?. Erişim adresi: https://onedio.com/reklam, (26 Ağustos 2019).
• Sahni, N. S. ve Nair, H. S. (2016). Native advertising, sponsorship disclosure and consumer deception: evidence from mobile search-ad experiments, working papers (faculty) - Stanford Graduate School of Business, Çalışma Metni, Stanford Üniversitesi, İşletme Fakültesi.
• 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.
• Taş, G. (2014). Doğal reklam nedir ve nasıl yapılır?. Erişim adresi: https://www.dijitalajanslar.com/dogal-reklam-nedir-ve-nasil-yapilir/, (15 Ağustos 2019).
• Tosun, N. (2017). Marka yönetimi. İstanbul: Beta Yayınevi.
• Tosun, N., Uraltaş, N., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Karşu, Cesur, D., Varol, E. ve Kiçir, İ. (2018). Reklam yönetimi. İstanbul: Beta Yayıncılık.
• Tutar, H. (2012). Sosyal psikoloji. İstanbul: Seçkin Yayıncılık.
• Van Reijmersdal, E., Fransen, M. L., Van Noort, G., Opree, S. J., Vandeberg, L., Reusch, S., Van Lieshout, F. ve Boerman, S. C. (2016). Effects of disclosing sponsored content in blogs: How the use of resistance strategies mediates effects on persuasion. American Behavioral Scientist, 60(12), 1458–1474.
• Venter de Villiers, M., Chinomona, R. ve Chuchu, T. (2018). The Influence of store environment on brand attitude, brand experience and purchase intention. South African Journal of Business Management. 49(1), 1-8.
• Voss, K. E., Spangenber, E. R. ve Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. JMR, 40(3), 310- 320.
• Wei, M., Fischer, E. ve Main, K. J. (2008). An Examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing. American Marketing Association, 27(1), 34-44.
• Wojdynski, B. W. (2016). The Deceptiveness of sponsored news articles: How readers recognize and perceive native advertising. American Behavioral Scientist, 60(12), 1475–1491.
• 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., 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.
• Zarzosa, J. ve Fischbach, S. (2017). Native advertising: Trickery or technique? An ethics project and debate. Marketing Education Review, 27(2), 104–108.