ADVERTISING AVOIDANCE BEHAVIOR: AN ANALYSIS OF TELEVISION AND SOCIAL MEDIA ADVERTISEMENTS

Öz

Advertisements designed to inform, remind, or persuade target audiences are promi-nently featured across mass media and social media platforms. Consumers do not pay attention to all the advertisements presented to them and they tend to exhibit ad avoid-ance behavior. Avoidance of advertisements in both traditional mass media and social media platforms occurs in three ways: cognitive, emotional and behavioral. The pur-pose of the research is to analyse advertisement avoidance behavior focusing on television and social media advertisements. It was determined that the dimension with the highest average in terms of avoidance of social media advertisements was the behavioral avoidance dimension. It was concluded that there is a significant difference between avoidance of television advertisements and the variables of gender and age. A significant difference was found in terms of gender with avoidance of social media advertisements. It has been observed that there is a negative, significant and weak relationship between attitudes towards advertising and both television and social media advertising avoidance. In contrast, a positive, significant, and moderate rela-tionship was found between television advertising avoidance and social media adver-tising avoidance.

Anahtar Kelimeler

• Advertising Avoidance
• Attitude Towards Advertising
• Television and Social Media Advertisements

REKLAMDAN KAÇINMA DAVRANIŞI: TELEVİZYON VE SOSYAL MEDYA REKLAMLARI ÜZERİNE BİR ANALİZ

Öz

Bilgi sunmak, hatırlatmak, ikna etmek amacıyla hedef kitleye aktarılan reklamlar kitle iletişim araçlarında ve sosyal medya platformlarında yoğun bir şekilde yer almaktadır. Tüketiciler kendilerine aktarılan tüm reklamlara dikkatini yöneltmediğinden reklamdan kaçınma davranışı sergilemektedir. Gerek kitle iletişim araçlarında gerekse sosyal medya platformlarında yer alan reklamlara yönelik kaçınma bilişsel, duygusal ve davranışsal olmak üzere üç şekilde gerçekleşmektedir. Araştırmanın amacı, reklamdan kaçınma davranışını televizyon ve sosyal medya reklamlarından hareketle incelemektir. Sosyal medya reklamlarından kaçınma boyutları açısından en yüksek ortalamaya sahip boyutun davranışsal kaçınma boyutu olduğu belirlenmiştir. Televizyon reklamlarından kaçınma ile cinsiyet ve yaş değişkenleri arasında anlamlı bir farklılık olduğu sonucuna ulaşılmıştır. Sosyal medya reklamlarından kaçınma ile cinsiyet arasında anlamlı bir fark bulunmuştur. Reklama yönelik tutum ile televizyon reklamlarından ve sosyal medya reklamlarından kaçınma arasında negatif, anlamlı ve zayıf bir ilişki olduğu görülmüştür. Televizyon reklamlarından kaçınma ve sosyal medya reklamlarından kaçınma arasındaki ilişkinin ise pozitif, anlamlı ve orta düzeyde olduğu belirlenmiştir.

Anahtar Kelimeler

• Reklamdan Kaçınma
• Reklama Yönelik Tutum
• Televizyon ve Sosyal Medya Reklamları

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