TY  - JOUR
T1  - Çevrimiçi Davranışsal Reklama Yönelik Tutumun Tüketici Sinizmine Etkisinde Gözetim Algısının Aracılık Rolü
TT  - The Mediating Role of Perceived Surveillance in the Effect of Attitudes Towards Online Behavioral Advertising on Consumer Cynicism
AU  - Demir Demiralp, Fatmanur
AU  - Tosun, Nurhan Zeynep
PY  - 2025
DA  - April
Y2  - 2025
DO  - 10.31123/akil.1625643
JF  - Akdeniz Üniversitesi İletişim Fakültesi Dergisi
JO  - Akdeniz İletişim
PB  - Akdeniz Üniversitesi
WT  - DergiPark
SN  - 2619-9718
SP  - 320
EP  - 349
IS  - 48
LA  - tr
AB  - Teknolojik gelişmeler, gözetim pratiklerini dönüştürmüş ve bu pratiklerin reklamcılıkta kullanımına olanak tanımıştır. Gözetim yoluyla toplanan verilerin reklam amaçlı kullanılması, çevrimiçi davranışsal reklamcılığın önem kazanmasının temel nedenidir. Bireylerin çevrimiçi aktivitelerinin toplanıp işlenerek reklam içeriklerine dönüştürülmesi sürecini kapsayan çevrimiçi davranışsal reklamcılık, tüketici tutumlarını etkilemektedir. Çevrimiçi davranışsal reklamlara bağlı olarak ortaya çıkan gözetim algısı, tüketicilerde sinik tutumların gelişmesine neden olmaktadır. Tüketici sinizmi, şirketlerin sunduğu vaatlerin yanıltıcı olduğuna dair bir inanç temelinde şekillenen eleştirel bir yaklaşımdır. Karşılanmayan beklentiler, memnuniyetsizlik ve güvensizlik sonucu oluşan bu tutum; satın almama kararı, tüketim karşıtlığı ve boykot gibi önemli olumsuz etkilere neden olabilmektedir. Bu bağlamda çalışmanın amacı, çevrimiçi davranışsal reklama yönelik tutumun tüketici sinizmine etkisini gözetim algısının aracı rolü bağlamında incelemektir. Bu amaç doğrultusunda, İstanbul’da yaşayan 25-34 yaş grubundaki 394 katılımcıya kolayda örneklem yoluyla ulaşılmış ve veri toplama süreci çevrimiçi anketler aracılığıyla gerçekleştirilmiştir. Çevrimiçi davranışsal reklama yönelik tutumun tüketici sinizmine etkisi için regresyon analizi, gözetim algısının aracılık durumu için ise Hayes Process makrosu kullanılmıştır. Analiz bulguları, çevrimiçi davranışsal reklama yönelik tutumun tüketici sinizmini etkilediğini, bu etkide gözetim algısının aracı rolü olduğunu göstermektedir. Bu sonuç, çevrimiçi davranışsal reklamcılığın etkili olmasında gözetim temelli sinik tutumların belirleyici bir faktör olduğunu ortaya koymaktadır. Çalışma, reklam ve tüketici araştırmaları alanına gözetim, çevrimiçi davranışsal reklam ve tüketici sinizmi bağlamında katkı sunmayı hedeflemektedir.
KW  - Gözetim
KW  - Çevrimiçi Davranışsal Reklamcılık
KW  - Tüketici Sinizmi
KW  - Veri
KW  - Aracılık Rolü
N2  - Technological advancements have transformed surveillance practices and enabled their application in advertising. The use of data collected through surveillance for advertising purposes is a key driver behind the growing significance of online behavioral advertising. This process of tracking and processing individuals' online activities to create advertising content influences consumer attitudes. The perception of surveillance associated with online behavioral advertising leads to consumer cynicism, a critical attitude based on the belief that corporate promises are deceptive. This attitude, shaped by unmet expectations, dissatisfaction, and distrust, can lead to negative behaviors such as purchase avoidance, anti-consumption, and boycotts. This study examines the effect of attitudes toward online behavioral advertising on consumer cynicism, focusing on the mediating role of surveillance perception. To this end, an online survey was conducted with a convenience sample of 394 participants aged 25–34 living in Istanbul. Regression analysis was used to assess the impact of attitudes toward online behavioral advertising on consumer cynicism, while the Hayes Process Macro was employed to examine the mediating role of surveillance perception. The results indicate that attitudes toward online behavioral advertising influence consumer cynicism, with surveillance perception acting as a mediator. These findings emphasize the significance of surveillance-based cynical attitudes in shaping consumer responses to online behavioral advertising. This study aims to contribute to advertising and consumer research by addressing surveillance, online behavioral advertising, and consumer cynicism
CR  - Aiolfi, S., Bellini, S., & Pellegrini, D. (2021). Data-driven digital advertising: Benefits and risks of online behavioral advertising. International Journal of Retail and Distribution Management, 49(7), 1089-1110. https://doi.org/10.1108/ijrdm-10-2020-0410
CR  - Akgün Akan, N. (2019). Reklamın değişen yüzünde çevrimiçi davranışsal reklamcılık: İnternet kullanıcıları perspektifinden bir araştırma [Doktora tezi]. Erciyes Üniversitesi.
CR  - Baek, T., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. https://doi.org/10.2753/JOA0091-3367410105
CR  - Bauman, Z., & Lyon, D. (2018). Akışkan gözetim (E. Yılmaz, Çev.). Ayrıntı Yayınları.
CR  - Bentham, J. (2019). Panoptikon ya da gözetim-evi. Içinde B. Çoban & Z. Özarslan (Ed.), Panoptikon: Gözün iktidarı (ss. 9-75). Su Yayınları.
CR  - Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online behavioral advertising: A literature review and research agenda. Journal of Advertising, 46(3), 363-376. https://doi.org/10.1080/00913367.2017.1339368
CR  - Bozoklu, Ç. P., & Ermeç, A. (2020). Tüketici sinisizmi ölçeği’nin Türkçe’ye uyarlanması: Güvenilirlik ve geçerlilik araştırması. Ankara Hacı Bayram Veli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(2), 440-459.
CR  - Brehm, S. S., & Brehm, J. W. (1981). Psychological reactance: A theory of freedom and control. Academic Press.
CR  - Campbell, J. E., & Carlson, M. (2002). Panopticon.com: Online surveillance and the commodification of privacy. Journal of Broadcasting & Electronic Media, 46(4), 586-606. https://doi.org/10.1207/s15506878jobem4604_6
CR  - Chang, C. T., & Cheng, Z. H. (2015). Tugging on heartstrings: Shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127(2), 337-350. https://doi.org/10.1007/s10551-014-2048-4
CR  - Chen, L., Sun, R., Yuan, Y., & Zhan, X. (2024). The influence of recommendation algorithm’s information flow on targeted advertising audience’s coping behavior. Acta Psychologica, 243, 104168. https://doi.org/10.1016/j.actpsy.2024.104168
CR  - Chen, S., Wu, Y., Deng, F., & Zhi, K. (2023). How does ad relevance affect consumers’ attitudes toward personalized advertisements and social media platforms? The role of information co-ownership, vulnerability, and privacy cynicism. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103336
CR  - Chylinski, M., & Chu, A. (2010). Consumer cynicism: Antecedents and consequences. European Journal of Marketing, 44(6), 796-837. https://doi.org/10.1108/03090561011032720
CR  - Coşkun, R., Altunışık, R., & Yıldırım, E. (2017). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı. Sakarya Yayıncılık.
CR  - Çetinkaya, A. (2023). Gözetim toplumu pratiklerinin çevrimiçi davranışsal reklamcılık uygulamaları özelinde tüketicilerin satın alma davranışlarına etkisi [Doktora tezi]. Marmara Üniversitesi.
CR  - Dean, J. W., Brandes, P., & Dharwadkar, R. (1998). Organizational cynicism. The Academy of Management Review, 23(2), 341-352.
CR  - Dehling, T., Zhang, Y., & Sunyaev, A. (2019). Consumer perceptions of online behavioral advertising. Proceedings - 21st IEEE Conference on Business Informatics, 1, 1-11. https://doi.org/10.1109/CBI.2019.00046
CR  - Dolgun, U. (2015). Şeffaf hapishane yahut gözetim toplumu: Küreselleşen dünyada gözetim, toplumsal denetim ve iktidar ilişkileri. Ötüken Neşriyat.
CR  - Farman, L., Comello, M. L., & Edwards, J. R. (2020). Are consumers put off by retargeted ads on social media? Evidence for perceptions of marketing surveillance and decreased ad effectiveness. Journal of Broadcasting and Electronic Media, 64(2), 298-319. https://doi.org/10.1080/08838151.2020.1767292
CR  - Fernandes, T., & Pereira, N. (2021). Revisiting the privacy calculus: Why are consumers (really) willing to disclose personal data online? Telematics and Informatics, 65, 101717. https://doi.org/10.1016/j.tele.2021.101717
CR  - Finn, R. L., & Wadhwa, K. (2014). The ethics of “smart” advertising and regulatory initiatives in the consumer intelligence industry. Info, 16(3), 22-39. https://doi.org/10.1108/info-12-2013-0059
CR  - Foucault, M. (2019a). Hapishanenin doğuşu (M. A. Kılıçbay, Çev.). İmge Kitabevi.
CR  - Foucault, M. (2019b). İktidarın gözü (I. Ergüden & O. Akınhay, Çev.). Ayrıntı Yayınları.
CR  - Foucault, M. (2020). Büyük kapatılma (I. Ergüden & F. Keskin, Çev.). Ayrıntı Yayınları.
CR  - Ham, C. D. (2017). Exploring how consumers cope with online behavioral advertising. International Journal of Advertising, 36(4), 632-658. https://doi.org/10.1080/02650487.2016.1239878
CR  - Ham, C.-D., & Nelson, M. R. (2016). The role of persuasion knowledge, assessment of benefit and harm, and third-person perception in coping with online behavioral advertising. Computers in Human Behavior, 62, 689-702. https://doi.org/10.1016/j.chb.2016.03.076
CR  - Han, B.-C. (2022). Psikopolitika: Neoliberalizm ve yeni iktidar teknikleri. Metis Yayıncılık.
CR  - Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
CR  - Hayes, J. L., Brinson, N. H., Bott, G. J., & Moeller, C. M. (2022). The influence of consumer–brand relationship on the personalized advertising privacy calculus in social media. Journal of Interactive Marketing, 55(1), 16-30. https://doi.org/10.1016/j.intmar.2021.01.001
CR  - Helm, A. E., Moulard, J. G., & Richins, M. (2015). Consumer cynicism: Developing a scale to measure underlying attitudes influencing marketplace shaping and withdrawal behaviours. International Journal of Consumer Studies, 39(5), 515-524. https://doi.org/10.1111/ijcs.12191
CR  - Hoffmann, C. P., Lutz, C., & Ranzini, G. (2016). Privacy cynicism: A new approach to the privacy paradox. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 10(4). https://doi.org/10.5817/CP2016-4-7
CR  - Hoofnagle, C. J., King, J., Li, S., & Turow, J. (2010). How different are young adults from older adults when it comes to information privacy attitudes and policies? SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1589864
CR  - IAB Europe. (2021). A guide to the post third-party cookie era.
CR  - Indibara, I., Halder, D., & Varshney, S. (2023). Consumer cynicism: Interdisciplinary hybrid review and research agenda. International Journal of Consumer Studies, 47(6), 2724-2746. https://doi.org/10.1111/ijcs.12979
CR  - Kemp, S. (2022). Digital 2022: Turkey. https://datareportal.com/reports/digital-2022-turkey.
CR  - Ketron, S. (2016). Consumer cynicism and perceived deception in vanity sizing: The moderating role of retailer (dis)honesty. Journal of Retailing and Consumer Services, 33, 33-42. https://doi.org/10.1016/j.jretconser.2016.07.018
CR  - Kumar, K., & Patel, A. (2014). A research paper on measuring effectiveness of online behavioral advertisements. International Journal of Scientific Research and Management (IJSRM), 2(12), 1825-1832.
CR  - KVKK. (2024). Kişisel veriden reklam, hedefli reklamcılık ve reklam kurulu kararları” konulu çarşamba semineri düzenlendi. https://www.kvkk.gov.tr/Icerik/8042/Carsamba-Semineri
CR  - Lee, H.-P., Logas, J., Yang, S., Li, Z., Barbosa, N., Wang, Y., & Das, S. (2023). When and why do people want ad targeting explanations? Evidence from a four-week, mixed-methods field study. Proceedings of the 2023 IEEE Symposium on Security and Privacy (SP), 2903-2920. https://doi.org/10.1109/SP46215.2023.00053
CR  - Liang, R., Jiao, Z., & Liu, Z. (2020). An empirical study on the influencing factors of customers’ acceptance intention towards online behavioral advertising. Tehnicki Vjesnik, 27(4), 1142-1149. https://doi.org/10.17559/TV-20200131053815
CR  - Lida, Y. (2008). Technological panopticon and totalitarian imaginaries: The ‘war on terrorism’ as a national myth in the age of real-time culture. https://www.nodo50.org/cubasigloXXI/congreso04/lida_180404.pdf
CR  - Lutz, C., Hoffmann, C. P., & Ranzini, G. (2020). Data capitalism and the user: An exploration of privacy cynicism in Germany. New Media and Society, 22(7), 1168-1187. https://doi.org/10.1177/1461444820912544
CR  - Lyon, D. (2006). Gözetlenen toplum . Kalkedon Yayınları.
CR  - Lyon, D. (2022). Surveillance. Internet Policy Review, 11(4), 1-19. https://doi.org/10.14763/2022.4.1673
CR  - Malhotra, G., Mishra, S., & Saxena, G. (2021). Consumers’ psychological reactance and ownership in in-game advertising. Marketing Intelligence and Planning, 39(6), 842-855. https://doi.org/10.1108/MIP-09-2020-0419
CR  - Manokha, I. (2018). Surveillance, panopticism, and self-discipline in the digital age. Surveillance & Society, 16(2), 219-237.
CR  - Mathiesen, T. (1997). The viewer society: Michel Foucault’s `panopticon’ revisited. Theoretical Criminology, 1(2), 215-234. https://doi.org/10.1177/1362480697001002003
CR  - McDonald, A., & Cranor, L. F. (2010). Americans’ attitudes about internet behavioral advertising practices. WPES’10: Proceedings of the 9th Annual ACM Workshop on Privacy in the Electronic Society, 63-72. https://doi.org/10.1145/1866919.1866929
CR  - Nadler, A., & McGuigan, L. (2018). An impulse to exploit: the behavioral turn in data-driven marketing. Critical Studies in Media Communication, 35(2), 151-165. https://doi.org/10.1080/15295036.2017.1387279
CR  - Odou, P., & Pechpeyrou, P. de. (2011). Consumer cynicism. European Journal of Marketing, 45(11/12), 1799-1808. https://doi.org/10.1108/03090561111167432
CR  - Oxford English Dictionary. (t.y.). Cynicism. https://www.oed.com/search/dictionary/?scope=Entries&q=cynicism.
CR  - Özhan Dedeoğlu, A., & Baybars, M. (2017). Bir iktidar alanı olarak çevrimiçi gözetleme ve ilgili tüketici tutumları. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 16, 253-272. https://doi.org/10.18092/ulikidince.321964
CR  - Özkaya, B., & Ülker, Y. (2020). Markaların sosyal medyada oluşan sinik tutuma yönelik yaklaşımları. Manas Sosyal Araştırmalar Dergisi, 9(1), 115-128.
CR  - Pfiffelmann, J., Dens, N., & Soulez, S. (2020). Personalized advertisements with integration of names and photographs: An eye-tracking experiment. Journal of Business Research, 111, 196-207.
CR  - Phelan, C., Lampe, C., & Resnick, P. (2016). It’s creepy, but it doesn’t bother me. Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems, 5240-5251.
CR  - Plangger, K., & Montecchi, M. (2020). Thinking beyond privacy calculus: Investigating reactions to customer surveillance. Journal of Interactive Marketing, 50, 32-44. https://doi.org/10.1016/j.intmar.2019.10.004
CR  - Preacher, K. J., & Kelley, K. (2011). Effect size measures for mediation models: Quantitative strategies for communicating indirect effects. Psychological Methods, 16(2), 93-115. https://doi.org/10.1037/a0022658
CR  - Ruckenstein, M., & Granroth, J. (2020). Algorithms, advertising and the intimacy of surveillance. Journal of Cultural Economy, 13(1), 12-24. https://doi.org/10.1080/17530350.2019.1574866
CR  - Ryu, H., & Jun, S. (2019). Asymmetric negative influence of cynicism and skepticism: a study of preventative communication. International Journal of Advertising, 38(4), 577-602. https://doi.org/10.1080/02650487.2019.1596448
CR  - Samat, S., Acquisti, A., & Babcock, L. (2017). Raise the curtains: The effect of awareness about targeting on consumer attitudes and purchase intentions. Proceedings of the Symposium On Usable Privacy and Security, 299-318.
CR  - Schermer, B. W. (2007). Software agents, surveillance, and the right to privacy: A legislative framework for agent-enabled surveillance [Doktora tezi]. Leiden University.
CR  - Segijn, C. M., Kim, E., & van Ooijen, I. (2024). The role of perceived surveillance and privacy cynicism in effects of multiple synced advertising exposures on brand attitude. Journal of Current Issues and Research in Advertising, 45, 506-522. https://doi.org/10.1080/10641734.2024.2318711
CR  - Segijn, C. M., Opree, S. J., & van Ooijen, I. (2022). The validation of the perceived surveillance scale. Cyberpsychology, 16(3), Article-9. https://doi.org/10.5817/CP2022-3-9
CR  - Segijn, C. M., & Strycharz, J. (2023). The ethical ramifications of surveillance in contemporary advertising for the industry, consumers, and regulators: current issues and a future research agenda. International Journal of Advertising, 42(1), 69-77. https://doi.org/10.1080/02650487.2022.2114700
CR  - Smit, E. G., Van Noort, G., & Voorveld, H. A. M. (2014). Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe. Computers in Human Behavior, 32, 15-22. https://doi.org/10.1016/j.chb.2013.11.008
CR  - Sprague, R. D. (2007). From Taylorism to the omnipticon: Expanding employee surveillance beyond the workplace. Journal of Computer & Information Law, 25(1), 1-35.
CR  - Strycharz, J., & Segijn, C. M. (2024). Ethical side-effect of dataveillance in advertising: Impact of data collection, trust, privacy concerns and regulatory differences on chilling effects. Journal of Business Research, 173. https://doi.org/10.1016/j.jbusres.2023.114490
CR  - Strzelecki, A., Jaciow, M., & Wolny, R. (2024). Curiosity in consumer behavior: A systematic literature review and research agenda. International Journal of Consumer Studies, 48, 1-36.
CR  - Tanyeri Mazıcı, E. (2018). Tüketim toplumunda gözetim uygulamaları ve tüketici bakış açısından bir değerlendirme. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 1, 149-171.
CR  - Taşdelen, H., & Acar Şentürk, Z. (2018). İnternet reklamcılığında davranışsal hedeflemenin tüketici satın alma davranışına etkisi. İNİF E-DERGİ, 3(2), 175-190.
CR  - Tokgöz, E. (2020). Tüketicinin kin tutma eğiliminin pazardan geri çekilme niyeti üzerinde etkisi: Tüketici sinizminin aracı ve düzenleyici rolü. Yönetim ve Ekonomi Araştırmaları Dergisi, 18(1), 36-58. https://doi.org/10.11611/yead.607411
CR  - Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://doi.org/10.1080/10864415.2004.11044301
CR  - Turow, J. (2015). İzleniyoruz. Hil Yayın.
CR  - TÜİK. (2022). Hanehalkı bilişim teknolojileri (BT) kullanım araştırması, 2022. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587
CR  - Voorveld, H. A. M., Meppelink, C. S., & Boerman, S. C. (2024). Consumers’ persuasion knowledge of algorithms in social media advertising: identifying consumer groups based on awareness, appropriateness, and coping ability. International Journal of Advertising, 43(6), 960-986. https://doi.org/10.1080/02650487.2023.2264045
CR  - West, S. M. (2019). Data capitalism: Redefining the logics of surveillance and privacy. Business & Society, 58(1), 20-41.
CR  - Wills, C. E., & Zeljkovic, M. (2011). A personalized approach to web privacy: Awareness, attitudes and actions. Information Management and Computer Security, 19(1), 53-73. https://doi.org/10.1108/09685221111115863
CR  - Wu, Y., Bice, S., Edwards, W. K., & Das, S. (2023). The slow violence of surveillance capitalism how online behavioral advertising harms people. Proceedings of the FAccT’23: 2023 ACM Conference on Fairness, Accountability, and Transparency, 1826-1837. https://doi.org/10.1145/3593013.3594119
CR  - Xu, H., Gupta, S., Rosson, M. B., & Carroll, J. M. (2012). Measuring mobile users’ concerns for information privacy. Proceedings of the Thirty Third International Conference on Information Systems, 1-16.
CR  - Xu, H., Luo, X., Carroll, J. M., & Rosson, M. B. (2011). The personalization privacy paradox: An exploratory study of decision making process for location-aware marketing. Decision Support Systems, 51(1), 42-52. https://doi.org/10.1016/j.dss.2010.11.017
CR  - Yao, Y., Re, D. Lo, & Wang, Y. (2017). Folk models of online behavioral advertising. Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing, 1957-1969. https://doi.org/10.1145/2998181.2998316
CR  - Yemez, İ. (2016). Doğrulayıcı faktör analizi ile sosyal medya reklamlarına yönelik tutum ölçeğinin yapı geçerliliğinin incelenmesi: Cumhuriyet Üniversitesi İİBF’de bir uygulama. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 17(2), 97-118.
CR  - Youn, S., & Kim, S. (2019). Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance. Computers in Human Behavior, 98, 232-244. https://doi.org/10.1016/j.chb.2019.04.025
CR  - Yu, S., Hudders, L., & Cauberghe, V. (2017). Targeting the luxury consumer: A vice or virtue? A cross-cultural comparison of the effectiveness of behaviorally targeted ads. Journal of Fashion Marketing and Management, 21(2), 187-205. https://doi.org/10.1108/JFMM-07-2016-0058
CR  - Zuboff, S. (2015). Big other: Surveillance capitalism and the prospects of an information civilization. Journal of Information Technology, 30(1), 75-89. https://doi.org/10.1057/jit.2015.5
CR  - Zuboff, S. (2021). Gözetleme kapitalizmi çağı. Okuyan Us.
UR  - https://doi.org/10.31123/akil.1625643
L1  - https://dergipark.org.tr/tr/download/article-file/4546378
ER  -