Podcast Kullanımı Bağlamında Algılanan Doyumun Reklama Yönelik Tutum Oluşumu Üzerindeki Etkisi

Yıl 2022, Sayı: 38, 150 - 177, 07.12.2022

Özge Özkök Şişman , Nurhan Zeynep Tosun

https://doi.org/10.31123/akil.1144682

Cited By: 3

Öz

Günümüzde sesli kültürün yeniden önem kazanmasıyla podcast yayınları gerek akademik gerekse de sektörel anlamda önemli bir araştırma alanı olarak kabul edilmeye başlamıştır. Podcast kullanımının hızla popülerlik kazanması, reklamverenler ve markalarında ilgisini çekmiş, podcast yayınlarını bir reklam kanalı olarak kabul etmeye başlamışlardır. Bu kapsamda podcast yayınları içerisinde karşımıza çıkan reklam içeriklerinin tüketiciler tarafından nasıl algılandığı ve tüketicilerin bu reklamlara karşı nasıl bir tutum geliştirdikleri, incelenmesi gereken konulardan birisi olarak önem kazanmıştır.
Yukarıdaki bilgiler çerçevesinde araştırmanın temel amacı podcast kullanımında algılanan doyumun, podcast reklamlarına yönelik tutum oluşumu üzerinde etkisinin olup olmadığının ortaya çıkarılmasıdır. Bu kapsamda gerçekleştirilen anket çalışması, Türkiye’deki ilk podcast yapım ajansı olan Podbee’nin Instagram sayfası üzerinden erişilen 404 kişiye uygulanmıştır. Araştırmada uygulanan regresyon analizi bulgularına göre podcast kullanımında algılanan eğitim-eğlence, hikâye anlatımı, sosyal katılım ve çoklu görev boyutlarının, reklama yönelik tutum oluşumunun alt boyutlarını ifade eden (a) bilgilendirme (b) merak (c) rahatsız edicilik (d) güvenilirlik boyutları üzerinde önemli bir etkisi olduğu tespit edilmiştir. Ayrıca araştırmada elde edilen bulgulara göre podcast kullanımında algılanan eğitim-eğlence, hikâye anlatımı, sosyal katılım ve çoklu görev boyutları ile reklama yönelik tutum oluşumu arasında anlamlı bir ilişki olduğu saptanmış olup, podcast kullanımındaki algılanan doyum ile reklama yönelik tutum oluşumunun yaş, cinsiyet ve eğitim unsurları çerçevesinde farklılık göstermediği de görülmektedir. 

Anahtar Kelimeler

Podcast Reklamcılığı, Dijital Reklamcılık, Reklama Yönelik Tutum, Çoklu Görev, Yeni Medya

The Effect of Perceived Satisfaction in the Context of Podcast Use on Attitude Toward Advertising

Öz

Today, with the re-emergence of audio culture, podcasts have begun to be accepted as an important research area both academically and in the sector. The rapid popularity of podcasts has attracted the attention of advertisers and brands, so they have begun to accept podcasts as an advertising channel. In this context, how consumers perceive the advertisement contents we come across in podcast broadcasts and how consumers develop an attitude toward these advertisements have gained importance as one of the issues that need to examine.
Within the framework of the above information, the primary purpose of the research is to reveal whether the perceived satisfaction in podcast usage affects the attitude formation towards podcast advertisements. Therefore, the survey study carried out in this context was applied to 404 people accessed through the Instagram page of Podbee, the first podcast production agency in Turkey. According to the findings of the regression analysis involved in the research, the dimensions of education-entertainment, storytelling, social participation, and multitasking perceived in podcast use express the sub-dimensions of attitude formation towards advertising (a) information (b) curiosity (c) disturbing (d) reliability dimensions. Therefore, found to have a significant effect. In addition, according to the findings obtained in the study, it was determined that there is a substantial relationship between the dimensions of education-entertainment, storytelling, social participation, and multitasking perceived in the use of podcasts and the formation of attitude towards advertising framework does not differ.

Anahtar Kelimeler

Podcast Advertising, Digital Advertising, Attitude Toward Advertising, Multitasking, New Media

Kaynakça

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