Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG

Öz

One of the main goals of marketing communication research is to assess communication effectiveness. Although neurosci entific methods are gaining popularity for providing more objective insights than traditional approaches, neuromarketing studies on advertising effectiveness and consumer cognition remain limited. Thus, there is a growing need for neuro sciencebased research to better understand how social media ads impact consumer cognition. This study conducted a neuromarketing experiment using electroencephalography to measure the physiological effects of social media ads on the brain. Within the Elaboration Likelihood Model framework, participants’ brain waves were recorded while viewing selected ads, and their cognitive processes were analyzed. The study offers three key contributions. First, it examines the brain waves that consumers cannot consciously control, revealing the links between ad effectiveness, product preference, and memorability. Second, it compares the neural data of low and highinvolvement consumers to determine more effective persuasion routes. Third, this paper represents one of the first neuromarketing studies to examine the cognitive impact of advertisements for TOGG, Türkiye’s first domestic automobile brand, thereby contributing to strategic marketing efforts. The findings of this study provide insights for brands to optimize their advertising strategies based on brainbased data and to enhance consumers’ positive brand experiences.

Anahtar Kelimeler

• EEG
• neuromarketing
• consumer neuroscience
• social media ads
• TOGG

Proje Numarası

5700

TOGG’un sosyal medya reklamlarının beyindeki izleri: EEG ile bir nöropazarlama araştırması

Öz

Pazarlama iletişimi araştırmalarının temel amaçlarından biri, iletişimin etkinliğini ölçmektir. Geleneksel araştırma yöntemlerine kıyasla daha objektif bulgular elde etmede nörobilimsel yöntemlerin artan popülaritesine rağmen, reklam etkinliği ve tüketicilerin zihni üzerine yapılan nöropazarlama çalışmaları hala sınırlıdır. Bu nedenle, sosyal medya reklamlarının tüketici zihnindeki etkilerinin daha iyi anlaşılması için nörobilim temelli kanıtlar sunan araştırmalara duyulan ihtiyaç artmaktadır. Bu çalışmada, sosyal medya reklamlarının beyin üzerindeki fizyolojik etkileri elektroensefalografi ile ölçülerek bir nöropazarlama deneyi gerçekleştirilmiştir. Detaylandırma Olasılığı Modeli çerçevesinde, katılımcıların belirlenen sosyal medya reklamlarını izlerken beyin dalgaları kaydedilmiş ve bilişsel süreçleri ayrıntılı olarak analiz edilmiştir. Çalışma, üç ana katkı sunmaktadır. İlk olarak, tüketicilerin sosyal medya reklamlarını izlerken bilinçli olarak kontrol edemedikleri beyin dalgaları incelenmiştir. Bu sayede, sosyal medya reklam etkinliği ile beyin fizyolojisi arasındaki bağlantılar keşfedilerek ürün beğenisi ve hatırlanabilirliğiyle ilgili zihinsel süreçler daha iyi anlaşılmaktadır. İkinci olarak araştırma, düşük ve yüksek ilgilenimli tüketicilerin sinirsel verilerini karşılaştırarak, hangi ikna yollarının daha etkili olduğunu ortaya koymaktadır. Üçüncü olarak, bu makale Türkiye’nin ilk yerli otomobil markası TOGG’un reklamlarının tüketici zihnindeki etkilerinin incelendiği ilk nöropazarlama araştırmalarından biri olarak stratejik pazarlama çabalarına ışık tutmaktadır. Çalışmanın bulguları, markaların reklam stratejilerini beyin temelli verilere dayanarak optimize etmelerine ve tüketicilerin olumlu marka deneyimlerini güçlendirmelerine yönelik öneriler sunmaktadır.

Anahtar Kelimeler

• EEG
• nöropazarlama
• tüketici sinirbilimi
• sosyal medya reklamları
• TOGG

Destekleyen Kurum

Yıldız Teknik Üniversitesi Bilimsel Araştırma Projeleri Komisyonu

Proje Numarası

5700

Etik Beyan

Bu çalışma (27.12.2022 tarihli ve 2022.12 No’lu Etik Kurul Onay Belgesi ile) Yıldız Teknik Üniversitesi Sosyal ve Beşeri Araştırmalar Etik Kurulu'nun onayladığı şekilde bilimsel araştırma ve yayın etiği kurallarına uygun olarak hazırlanmıştır.

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