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

Yıl 2025, Sayı: 68, 72 - 94, 27.06.2025

Hayat Ayar Şentürk , Seyfullah Akkök

https://doi.org/10.26650/CONNECTIST2025-1474143

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

Kaynakça

  • Alsharif, A. H., Salleh, N. Z. M., Baharun, R., & Yusoff, M. E. (2021). Consumer behaviour through neuromarketing approach. Journal of Contemporary Issues in Business and Government, 27(3), 344-354. https://doi.org/ 0.47750/cibg.2021.27.03.048 google scholar
  • Ayar-Şentürk, H., Akgün, A. E., & Keskin, H. (2019). Tatil paylaşimlarini niçin seviyoruz?: İkna mesajlarinin duygusal ve davranişsal tepkiler üzerine etkisi. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(23), 139-162. google scholar
  • Bakr, Y., Tolba, A., & Meshreki, H. (2019). Drivers of SMS advertising acceptance: A mixed-methods approach. Journal of Research in Interactive Marketing, 13(1), 96-118. https://doi.org/10.1108/JRIM-02-2018-0033 google scholar
  • Bastiaansen, M., Straatman, S., Driessen, E., Mitas, O., Stekelenburg, J., & Wang, L. (2018). My destination in your brain: A novel neuro- marketing approach for evaluating the effectiveness of destination marketing. Journal Of Destination Marketing & Management, 7, 76-88. https://doi.org/10.1016/j.jdmm.2016.09.003 google scholar
  • Batı, U.; Erdem, O. (2016). Ben bilmem beynim bilir. İstanbul: Mediacat Yayınları. google scholar
  • Bazzani, A., Ravaioli, S., Trieste, L., Faraguna, U., & Turchetti, G. (2020). Is EEG suitable for marketing research? A systematic review. Frontiers in Neuroscience, 14, 594566. https://doi.org/10.3389/fnins.2020.594566 google scholar
  • Bettiga, D., Lamberti, L., & Noci, G. (2017). Do mind and body agree? Unconscious versus conscious arousal in product attitude formation. Journal of Business Research, 75, 108-117. https://doi.org/10.1016/j.jbusres.2017.02.008 google scholar
  • Bigne, E., Ruiz, C., & Curras-Perez, R. (2024). Furnishing your home? The impact of voice assistant avatars in virtual reality shopping: A neurophysiological study. Computers in Human Behavior, 153, 108104. https://doi.org/10.1016/j.chb.2023.108104 google scholar
  • Carlson, J. R., Hanson, S., Pancras, J., Ross Jr, W. T., & Rousseau‐Anderson, J. (2022). Social media advertising: How online motivations and congruency ınfluence perceptions of trust. Journal of Consumer Behaviour, 21(2), 197-213. https://doi.org/10.1002/cb.1989 google scholar
  • Casado‐Aranda, L. A., Sánchez‐Fernández, J., Bigne, E., & Smidts, A. (2023). The application of neuromarketing tools in communication research: A comprehensive review of trends. Psychology & Marketing, 40(9), 1737-1756. https://doi.org/10.1002/mar.21832 google scholar
  • Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782. https://doi.org/10.1016/j.jbusres.2014.11.027 google scholar
  • Chiu, Y. P. (2022). An elaboration likelihood model of facebook advertising effectiveness: self-monitoring as a moderator. Journal of Electronic Commerce Research, 23(1), 33-44. google scholar
  • Ciorciari, J., Pfeifer, J., & Gountas, J. (2019). An EEG study on emotional ıntelligence and advertising message effectiveness. Behavioral Sciences, 9(8), 88-101. https://doi.org/10.3390/bs9080088 google scholar
  • Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S. C., & Orzan, M. C. (2019). Attitude evaluation on using the neuro- marketing approach in social media: matching company’s purposes and consumer’s benefits for sustainable business growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su11247094 google scholar
  • Cuesta, U., Martínez-Martínez, L., & Niño, J. I. (2018). A case study in neuromarketing: analysis of the ınfluence of music on advertising effectivenes through eye-tracking, facial emotion and GSR. Eur. J. Soc. Sci. Educ. Res, 5(2), 73-82. https://doi.org/10.2478/ejser- 2018-0035 google scholar
  • Daugherty, T., Hoffman, E., & Kennedy, K. (2016). Research in reverse: Ad testing using an ınductive consumer neuroscience approach. Journal of Business Research, 69(8), 3168-3176. https://doi.org/10.1016/j.jbusres.2015.12.005 google scholar
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  • Gountas, J., Gountas, S., Ciorciari, J., & Sharma, P. (2019). Looking beyond traditional measures of advertising ımpact: using neuroscien- tific methods to evaluate social marketing messages. Journal of Business Research, 105, 121-135. https://doi.org/10.1016/j.jbusres. 2019.07.011 google scholar
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  • Hamelin, N., Thaichon, P., Abraham, C., Driver, N., Lipscombe, J., & Pillai, J. (2020). Storytelling, the scale of persuasion and retention: A neuromarketing approach. Journal of Retailing and Consumer Services, 55, 102099. https://doi.org/10.1016/j.jretconser.2020.102099 google scholar
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TOGG’un sosyal medya reklamlarının beyindeki izleri: EEG ile bir nöropazarlama araştırması

Yıl 2025, Sayı: 68, 72 - 94, 27.06.2025

Hayat Ayar Şentürk , Seyfullah Akkök

https://doi.org/10.26650/CONNECTIST2025-1474143

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

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.

Destekleyen Kurum

Yıldız Teknik Üniversitesi Bilimsel Araştırma Projeleri Komisyonu

Proje Numarası

5700

Kaynakça

  • Alsharif, A. H., Salleh, N. Z. M., Baharun, R., & Yusoff, M. E. (2021). Consumer behaviour through neuromarketing approach. Journal of Contemporary Issues in Business and Government, 27(3), 344-354. https://doi.org/ 0.47750/cibg.2021.27.03.048 google scholar
  • Ayar-Şentürk, H., Akgün, A. E., & Keskin, H. (2019). Tatil paylaşimlarini niçin seviyoruz?: İkna mesajlarinin duygusal ve davranişsal tepkiler üzerine etkisi. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(23), 139-162. google scholar
  • Bakr, Y., Tolba, A., & Meshreki, H. (2019). Drivers of SMS advertising acceptance: A mixed-methods approach. Journal of Research in Interactive Marketing, 13(1), 96-118. https://doi.org/10.1108/JRIM-02-2018-0033 google scholar
  • Bastiaansen, M., Straatman, S., Driessen, E., Mitas, O., Stekelenburg, J., & Wang, L. (2018). My destination in your brain: A novel neuro- marketing approach for evaluating the effectiveness of destination marketing. Journal Of Destination Marketing & Management, 7, 76-88. https://doi.org/10.1016/j.jdmm.2016.09.003 google scholar
  • Batı, U.; Erdem, O. (2016). Ben bilmem beynim bilir. İstanbul: Mediacat Yayınları. google scholar
  • Bazzani, A., Ravaioli, S., Trieste, L., Faraguna, U., & Turchetti, G. (2020). Is EEG suitable for marketing research? A systematic review. Frontiers in Neuroscience, 14, 594566. https://doi.org/10.3389/fnins.2020.594566 google scholar
  • Bettiga, D., Lamberti, L., & Noci, G. (2017). Do mind and body agree? Unconscious versus conscious arousal in product attitude formation. Journal of Business Research, 75, 108-117. https://doi.org/10.1016/j.jbusres.2017.02.008 google scholar
  • Bigne, E., Ruiz, C., & Curras-Perez, R. (2024). Furnishing your home? The impact of voice assistant avatars in virtual reality shopping: A neurophysiological study. Computers in Human Behavior, 153, 108104. https://doi.org/10.1016/j.chb.2023.108104 google scholar
  • Carlson, J. R., Hanson, S., Pancras, J., Ross Jr, W. T., & Rousseau‐Anderson, J. (2022). Social media advertising: How online motivations and congruency ınfluence perceptions of trust. Journal of Consumer Behaviour, 21(2), 197-213. https://doi.org/10.1002/cb.1989 google scholar
  • Casado‐Aranda, L. A., Sánchez‐Fernández, J., Bigne, E., & Smidts, A. (2023). The application of neuromarketing tools in communication research: A comprehensive review of trends. Psychology & Marketing, 40(9), 1737-1756. https://doi.org/10.1002/mar.21832 google scholar
  • Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782. https://doi.org/10.1016/j.jbusres.2014.11.027 google scholar
  • Chiu, Y. P. (2022). An elaboration likelihood model of facebook advertising effectiveness: self-monitoring as a moderator. Journal of Electronic Commerce Research, 23(1), 33-44. google scholar
  • Ciorciari, J., Pfeifer, J., & Gountas, J. (2019). An EEG study on emotional ıntelligence and advertising message effectiveness. Behavioral Sciences, 9(8), 88-101. https://doi.org/10.3390/bs9080088 google scholar
  • Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S. C., & Orzan, M. C. (2019). Attitude evaluation on using the neuro- marketing approach in social media: matching company’s purposes and consumer’s benefits for sustainable business growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su11247094 google scholar
  • Cuesta, U., Martínez-Martínez, L., & Niño, J. I. (2018). A case study in neuromarketing: analysis of the ınfluence of music on advertising effectivenes through eye-tracking, facial emotion and GSR. Eur. J. Soc. Sci. Educ. Res, 5(2), 73-82. https://doi.org/10.2478/ejser- 2018-0035 google scholar
  • Daugherty, T., Hoffman, E., & Kennedy, K. (2016). Research in reverse: Ad testing using an ınductive consumer neuroscience approach. Journal of Business Research, 69(8), 3168-3176. https://doi.org/10.1016/j.jbusres.2015.12.005 google scholar
  • Gey, M., Becan, C. (2024). A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in adver- tisements. Connectist: Istanbul University Journal of Communication Sciences, 66, 29-65. https://doi.org/10.26650/CONNECTIST 2024-1377356 google scholar
  • Gountas, J., Gountas, S., Ciorciari, J., & Sharma, P. (2019). Looking beyond traditional measures of advertising ımpact: using neuroscien- tific methods to evaluate social marketing messages. Journal of Business Research, 105, 121-135. https://doi.org/10.1016/j.jbusres. 2019.07.011 google scholar
  • Gurgu, E., Gurgu, I. A., & Tonis, R. B. M. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208-235. https://doi.org/10.14807/ijmp.v11i1.993 google scholar
  • Hamelin, N., Thaichon, P., Abraham, C., Driver, N., Lipscombe, J., & Pillai, J. (2020). Storytelling, the scale of persuasion and retention: A neuromarketing approach. Journal of Retailing and Consumer Services, 55, 102099. https://doi.org/10.1016/j.jretconser.2020.102099 google scholar
  • Hsu, L., & Chen, Y. J. (2019). Music and wine tasting: An experimental neuromarketing study. British Food Journal, 122(8), 2725-2737. https://doi.org/10.1108/BFJ-06-2019-0434 google scholar
  • Jayawardena, N. S., Thaichon, P., Quach, S., Razzaq, A., & Behl, A. (2023). The persuasion effects of virtual reality (vr) and augmented reality (ar) video advertisements: A conceptual review. Journal of Business Research, 160. https://doi.org/10.1016/j.jbusres.2023.113739 google scholar
  • Kahraman, N.T., & Kalan, Ö. (2024). A cultural analysis of Generation Z’s perception of individualism and collectivisim in Turkish television commercials through a Hofstedian lens. Connectist: Istanbul University Journal of Communication Sciences, 67, 87-114. https:// doi.org/10.26650/CONNECTIST2024-1508466 google scholar
  • Kawasaki, M., & Yamaguchi, Y. (2012). Effects of subjective preference of colors on attention-related Occipital Theta Oscillations. NeuroImage, 59(1), 808-814. https://doi.org/10.1016/j.neuroimage.2011.07.042 google scholar
  • Kenning, P. H.; Plassmann, H. (2008). How neuroscience can inform consumer research. IEEE transactions on neural systems and rehabilitation engineering, 16(6), 532-538. https://doi.org/10.1109/TNSRE.2008.2009788 google scholar
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Toplam 56 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Hayat Ayar Şentürk 0000-0002-8738-4603

Seyfullah Akkök 0009-0009-1479-7376

Proje Numarası 5700
Yayımlanma Tarihi 27 Haziran 2025
Gönderilme Tarihi 27 Nisan 2024
Kabul Tarihi 15 Mayıs 2025
Yayımlandığı Sayı Yıl 2025 Sayı: 68

Kaynak Göster

APA Ayar Şentürk, H., & Akkök, S. (2025). Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG. Connectist: Istanbul University Journal of Communication Sciences(68), 72-94. https://doi.org/10.26650/CONNECTIST2025-1474143
AMA Ayar Şentürk H, Akkök S. Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG. Connectist: Istanbul University Journal of Communication Sciences. Haziran 2025;(68):72-94. doi:10.26650/CONNECTIST2025-1474143
Chicago Ayar Şentürk, Hayat, ve Seyfullah Akkök. “Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG”. Connectist: Istanbul University Journal of Communication Sciences, sy. 68 (Haziran 2025): 72-94. https://doi.org/10.26650/CONNECTIST2025-1474143.
EndNote Ayar Şentürk H, Akkök S (01 Haziran 2025) Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG. Connectist: Istanbul University Journal of Communication Sciences 68 72–94.
IEEE H. Ayar Şentürk ve S. Akkök, “Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG”, Connectist: Istanbul University Journal of Communication Sciences, sy. 68, ss. 72–94, Haziran2025, doi: 10.26650/CONNECTIST2025-1474143.
ISNAD Ayar Şentürk, Hayat - Akkök, Seyfullah. “Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG”. Connectist: Istanbul University Journal of Communication Sciences 68 (Haziran2025), 72-94. https://doi.org/10.26650/CONNECTIST2025-1474143.
JAMA Ayar Şentürk H, Akkök S. Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG. Connectist: Istanbul University Journal of Communication Sciences. 2025;:72–94.
MLA Ayar Şentürk, Hayat ve Seyfullah Akkök. “Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG”. Connectist: Istanbul University Journal of Communication Sciences, sy. 68, 2025, ss. 72-94, doi:10.26650/CONNECTIST2025-1474143.
Vancouver Ayar Şentürk H, Akkök S. Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG. Connectist: Istanbul University Journal of Communication Sciences. 2025(68):72-94.
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