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

Yıl 2021, Cilt: 12 Sayı: 32, 1016 - 1039, 20.11.2021

Ümit Arklan , Nilgün Tuzcu

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

Öz

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.

Anahtar Kelimeler

Reklam Dijital Reklam Doğal Reklam Marka Marka Farkındalığı

Kaynakça

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

Yıl 2021, Cilt: 12 Sayı: 32, 1016 - 1039, 20.11.2021

Ümit Arklan , Nilgün Tuzcu

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

Öz

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.

Anahtar Kelimeler

Advertising Digital Advertising Native Advertising Brand Brand Awareness

Kaynakça

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  • Kaufman, B. (2003). Stories that sell, stories that tell. Journal of Business Strategy, 24(2), 11-15.
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  • 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.
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  • 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.
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  • 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.
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  • 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.
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  • 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).
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  • 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.
Toplam 115 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları, Halkla İlişkiler
Bölüm Araştırma Makaleleri
Yazarlar

Ümit Arklan 0000-0003-0066-3122

Nilgün Tuzcu 0000-0002-2815-0559

Yayımlanma Tarihi 20 Kasım 2021
Gönderilme Tarihi 30 Mart 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 12 Sayı: 32

Kaynak Göster

APA Arklan, Ü., & Tuzcu, N. (2021). Doğal Reklamların Marka Farkındalığı Oluşturma Rollerinin Takip Edilme Motivasyonlarına Etkisi Üzerine Bir Araştırma. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 12(32), 1016-1039. https://doi.org/10.21076/vizyoner.906706
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