Türkiye'de Dijital Reklamların Kullanım Kolaylığı ve Kullanışlılık Algısı: Sektörel Bir Değerlendirme (2018-2023)

Yıl 2025, Cilt: 12 Sayı: 2, 485 - 506, 30.07.2025

Mehmet Yakın

https://doi.org/10.17680/erciyesiletisim.1631231

Öz

Çalışma, Türkiye’de dijital reklamların kabul süreci ve sektörel dinamiklerini Technology Acceptance Model (TAM) çerçevesinde ele alarak, kullanım kolaylığı (Perceived Ease of Use - PEOU) ve kullanışlılık algısının (Perceived Usefulness - PU) sektörel farklılıklarını incelemektedir. 2018-2023 yıllarını kapsayan araştırmada, e-ticaret, perakende, finans, sağlık ve eğitim gibi sektörlerde dijital reklamların kullanıcılar tarafından benimsenmesinde etkili olan faktörler değerlendirilmiştir. Araştırma bulguları, dijital altyapı gelişiminin kolaylaştırıcı şartlar (Facilitating Conditions) ile doğrudan ilişkili olduğunu ve kullanıcıların dijital reklam platformlarına yönelik fayda algısının zaman içinde arttığını göstermektedir. Özellikle sosyal medya reklamlarının yaygınlaşması ve kişiselleştirilmiş içerik üretimi, e-ticaret ve perakende sektörlerinde daha yüksek yatırım getirisi (Return on Investment - ROI) sağlamıştır. Buna karşılık, geleneksel medya kanallarının etkinliği giderek azalmış, dijital reklamcılık yatırımları toplam medya yatırımları içindeki payını artırmıştır. Dijital reklamların kabulü sektörel farklılıklar göstermekte olup, kullanım kolaylığı, performans algısı ve sosyal etki gibi faktörlerin kritik bir rol oynadığı bulgulanmıştır. Bu çalışma, dijital reklam stratejilerinin sektörel dinamikler göz önünde bulundurularak geliştirilmesi gerektiğini ortaya koymaktadır.

Anahtar Kelimeler

Dijital Reklamcılık , TAM , Kullanım Kolaylığı , Kullanışlılık Algısı , Sektörel Farklılık

Perceived Ease of Use and Perceived Usefulness of Digital Advertisements in Türkiye: A Sectoral Assessment (2018-2023)

Öz

This study examines the adoption process and sectoral dynamics of digital advertisements in Turkey within the framework of the Technology Acceptance Model (TAM), focusing on perceived ease of use (PEOU) and perceived usefulness (PU). Covering the period between 2018 and 2023, the research evaluates the factors influencing the adoption of digital advertisements in sectors such as e-commerce, retail, finance, healthcare, and education. The findings indicate that the development of digital infrastructure is directly related to facilitating conditions, and users’ perceived benefits of digital advertising platforms have increased over time. The widespread use of social media advertisements and the production of personalized content have resulted in higher returns on investment (ROI), particularly in the e-commerce and retail sectors. In contrast, the effectiveness of traditional media channels has gradually declined, and digital advertising investments have gained a larger share in total media expenditures. The adoption of digital advertisements varies across sectors, with factors such as ease of use, performance perception, and social influence playing a critical role. This study highlights the importance of considering sectoral dynamics when developing digital advertising strategies.

Anahtar Kelimeler

Digital Advertising , TAM , Perceived Ease of Use , Perceived Usefulness , Sectoral Differences

Kaynakça

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