Instagram Hikâyelerinde Kullanılan Etkileşimli Reklamların Türkiye'deki Z Kuşağı Tüketici Davranışları Üzerindeki Etkisi: Oyunlaştırmanın Rolü

Öz

Etkileşimli reklamlar videolar, görseller, bilgi grafikleri, oyunlar, çeşitli içerik biçimlerini kullanarak markaların tüketicilerle iletişim kurduğu süreçtir. Bu araştırma, etkileşimli reklamların yoğun olarak kullanıldığı Instagram hikayelerinin Z Kuşağı tüketicilerin bu reklamlara yönelik tutumlarını incelemekte ve özellikle oyunlaştırmanın bu etkileşimdeki rolüne odaklanmaktadır. Araştırma kapsamında örneklem olarak seçilen Z kuşağı, dijital dünya diye tanımlanan bir dönemi kapsamaktadır. Instagram bir paylaşım mecrasından ziyade markalarla iletişim kurmanın en hızlı aracıdır. Bu platformda kullanılan kaydırma bağlantıları, soru-cevap bölümleri, anketler, çıkartmalar ve oyunlaştırma Z kuşağı tüketicilerin dikkatini çekerken ayrıca onların tüketici davranışlarını da şekillendirmektedir. Etkileşimli reklamların algılanan değeri, oyunlaştırma unsurlarının kullanıcı katılımı ve reklamların değeri ölçekleri ile toplanan veriler istatistik programında analiz edilmiştir. Yapılan analizler sonucunda, Instagram reklamlarında kullanılan etkileşimlerden oyunlaştırma gibi reklam unsurlarına katılım gösterdiğinde Z kuşağının çevrimiçi alışverişlerinde satın alma davranışına pozitif yönlü bir etkisi olduğu belirlenmiştir. Özellikler Instagram reklamlarındaki oyunlaştırma unsuru başarı, rekabet ve kişiselleştirme gibi duyguları etkilediğinden dolayı gençlerin markayla olan bağlılığını artırdığı sonucuna varılmıştır.

Anahtar Kelimeler

• Instagram Hikâyeleri
• Etkileşimli Reklamlar
• Z Kuşağı
• Oyunlaştırma
• Tüketici Davranışları
• Kullanıcı Katılımı
• Dijital Pazarlama

The Effect of Interactive Ads Used in Instagram Stories on Generation Z Consumer Behaviour in Turkey: The Role of Gamification and Participation

Öz

Interactive ads are the process by which brands communicate with consumers using videos, visuals, infographics, games, and various content formats. This research examines the attitudes of Generation Z consumers towards these ads in Instagram stories, where interactive ads are used intensively, and focuses specifically on the role of gamification in this interaction. Generation Z, were selected as the sample within the scope of the research, covers a period defined as the digital world. Instagram is the fastest way to communicate with brands rather than a sharing platform. The swipe links, question-answer sections, surveys, stickers and gamification used on this platform attract the attention of Generation Z consumers and also shape their consumer behavior. The data collected with the perceived value of interactive ads, user participation of gamification elements, and the value of ads scales were analyzed in the statistics program. As a result of the analysis, it was determined that when the interaction used in Instagram ads such as gamification is used, it has a positive effect on the purchasing behavior of Generation Z in their online shopping. It was concluded that the gamification element in Instagram ads increases the loyalty of young people to the brand, especially because it affects emotions such as success, competition and personalization.

Anahtar Kelimeler

• Instagram Stories
• Interactive Ads
• Generation Z
• Gamification
• Consumer Behavior
• User Participation
• Digital Marketing

Kaynakça

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