A Model Proposal for Ad Likeability

Yıl 2019, Sayı: 32, 621 - 641, 31.12.2019

Sefa Erbaş

https://doi.org/10.31123/akil.617234

Öz

The aim of this study is to identify the variables of ad likeability of commercials, and to find out the impact of each variable on ad likeability through a model. The research was carried out with 300 participants from different age groups who had watched the “Turkey’s Largest Social Network” TV commercial of brand Tadım. The impact of the variables such as demographic data, personality traits, attitude toward ad, attitude toward brand and creative strategies in the model developed in the context of the research on the ad likeability were tested through hierarchical regression analysis. It was concluded that only the variables of attitude toward ad and creative strategy were statistically meaningful in explaining ad likeability. This study, which has examined the variables determining the ad likeability through a model, is thought to be a pioneering study to make a significant contribution to the researches carried out by academicians and marketing practitioners in the field.

Anahtar Kelimeler

Ad likeability, Aad, Quantitative method, Hierarchical regression

Reklam Beğenilirliğine Yönelik Bir Model Önerisi

Öz

Bu çalışmada; bir televizyon
reklamına yönelik beğeniyi oluşturan değişkenlerin belirlenmesi ve her bir
değişkenin reklam beğenilirliği üzerine etkisini bir model aracılığı ile
göstermek amaçlanmıştır. Araştırma,
Tadım Markasının ‘Türkiye’nin En Büyük Sosyal Ağı’ reklamını izleyen farklı yaş
gruplarına sahip 300 denekle gerçekleştirilmiştir. Araştırma kapsamında
geliştirilen modelde yer alan; demografik veriler, kişilik özellikleri, reklama
yönelik tutum, markaya yönelik tutum ve yaratıcı strateji değişkenlerinin
beğeni üzerine etkisi, hiyerarşik regresyon analizi ile test edilmiştir. Bu
değişkenlerden sadece reklama yönelik tutum ile yaratıcı strateji
değişkenlerinin beğeniyi açıklamada istatistiki olarak anlamlı olduğu sonucuna
ulaşılmıştır. Reklam beğenilirliğini belirleyen değişkenlerin bir model
aracılığı ile incelendiği bu çalışmanın, alanda araştırma yapan akademisyenlere
ve pazarlama uygulayıcılarına önemli bir katkı sağlamada öncü rol üstleneceği düşünülmektedir.  

Anahtar Kelimeler

Reklam Beğenilirliği, Nicel Araştırma Yöntemi, Hiyerarşik Regresyon

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