Analyzing Advertising Acceptance through the Diffusion of Innovations Theory: An Investigation into CGI Advertising

Yıl 2025, Cilt: 12 Sayı: 2, 529 - 549, 30.07.2025

Özge Özkök Şişman

https://doi.org/10.17680/erciyesiletisim.1637303

Öz

Adoption is considered a critical element in marketing communication, as it reflects the extent to which consumers accept an advertisement and its influence on purchase intent and brand preference. Perceived usefulness, perceived value, advertisement content, visual design, and message clarity are key factors shaping how consumers adopt and evaluate an advertisement. This study examines advertising acceptance within the Diffusion of Innovations Theory framework, focusing on CGI (Computer-Generated Imagery) advertising, which is increasingly adopted in digital advertising. The study explores the adoption process of CGI advertisements by analyzing the perspectives of industry professionals regarding this innovation. A qualitative research approach was employed, utilizing in-depth interviews with 15 experienced professionals from the advertising industry. The collected data were analyzed to assess the diffusion process of CGI advertisements, their perceived advantages, and the challenges encountered in the sector. The findings reveal how the acceptance of CGI advertising is shaped within the Diffusion of Innovations Theory, contributing to the theoretical framework in this field. The findings offer strategic recommendations to enhance CGI advertising and highlight the key role of user perspectives on visual creativity, usability, and message clarity in its adoption.

Anahtar Kelimeler

Digital Advertising , Advertising Acceptance , CGI Advertising , Diffusion of Innovations Theory , Marketing Communication

Yeniliklerin Yayılma Teorisi Üzerinden Reklam Kabulünü Düşünmek: CGI Reklamcılığı Üzerine Bir İnceleme

Öz

Reklam kabulü, tüketicilerin reklamlara yönelik tutumlarını, satın alma niyetlerini ve marka tercihlerini şekillendirmesi nedeniyle pazarlama iletişiminde kritik bir kavram olarak değerlendirilmektedir. Algılanan kullanışlılık, algılanan değer, reklam içeriği, görsel tasarım ve mesajın netliği, tüketicilerin bir reklamı nasıl kabul ettiğini ve değerlendirdiğini şekillendiren temel faktörler arasında yer almaktadır. Bu çalışma, dijital reklamcılıkta giderek daha fazla benimsenen CGI (Computer-Generated Imagery) reklamcılığını merkeze alarak, reklam kabulünü Yeniliklerin Yayılması Teorisi çerçevesinde incelemeyi amaçlamaktadır. Çalışmada, CGI reklamlarının benimsenme süreci ele alınarak, sektör profesyonellerinin bu reklamlara yönelik görüşleri analiz edilmektedir. Araştırmada nitel yöntemler benimsenmiş ve derinlemesine görüşme tekniği kullanılarak reklamcılık sektöründe deneyimli 15 profesyonel ile görüşmeler gerçekleştirilmiştir. Elde edilen veriler doğrultusunda, CGI reklamlarının sektörde yayılma süreci, algılanan avantajları ve karşılaşılan zorluklar değerlendirilmiştir. Çalışmanın bulguları, CGI reklamlarının kabul edilme sürecinin Yeniliklerin Yayılması Teorisi kapsamında nasıl şekillendiğini ortaya koymakta ve bu alandaki teorik çerçeveyi genişletmeye katkı sunmaktadır. Sonuçlar doğrultusunda, CGI reklamlarının etkinliğini artırmaya yönelik stratejik öneriler geliştirilerek reklamcılık alanına hem akademik hem de sektörel düzeyde katkı sağlanması amaçlanmaktadır. Bulgular, kullanıcıların görsel yaratıcılık, kullanışlılık ve mesaj netliği konusundaki görüşlerinin, CGI reklamlarının benimsenmesini önemli ölçüde etkilediğini ortaya koymaktadır.

Anahtar Kelimeler

Dijital Reklamcılık , Reklam Kabulü , CGI Reklamcılığı , Yeniliklerin Yayılması Teorisi , Pazarlama İletişimi

Kaynakça

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