EVALUATION OF CELEBRITY ENDORSEMENT EFFECTIVENESS WITHIN THE CONTEXT OF VAMPIRE EFFECT BY USING EYE TRACKING TECHNIQUE

Öz

The first step for an advertisement to be effective is to attract attention. To attract attention, advertisers generally prefer to use celebrities or attractive models as human message sources. However, this situation may be risky as these human message sources attract all the attention on them and thus overshadow other advertising elements and create vampire effect. In this research, vampire effect was examined by using eye tracking and questionnaire techniques together. Results show that as the fixation duration to celebrity and unknown model with similar attractiveness score to the celebrity in the advertisements increased, brand recognition rate decreased by 47.8 %. Thus, the research result promoted vampire effect assumption.

Anahtar Kelimeler

• Vampire effect
• eye tracking
• celebrity endorsement
• , advertising effectiveness

REKLAMLARDA ÜNLÜ KİŞİ KULLANIMININ ETKİNLİĞİNİN VAMPİR ETKİSİ KAPSAMINDA GÖZ TAKİP TEKNİĞİYLE DEĞERLENDİRİLMESİ

Öz

Bir reklamın etkinlik sağlamak için ilk basamağı, dikkat çekmektir. Dikkat çekmek için reklamcılar genellikle beşeri mesaj kaynağı olarak ünlü kişi veya çekici modelleri kullanmayı tercih etmektedirler. Oysaki bu durum, söz konusu beşeri mesaj kaynaklarının tüm dikkati üzerlerinde toplaması ve böylece diğer reklam unsurlarını gölgede bırakıp vampir etkisi oluşturması sebebiyle riskli olabilmektedir. Bu araştırmada vampir etkisi, göz takibi ve anket teknikleri bir arada kullanılarak incelenmiştir. Elde edilen sonuçlar, reklamdaki ünlü kişiye ve ünlü kişiyle benzer çekicilik skoruna sahip tanınmamış modele odaklanma süresi arttıkça, marka tanıma oranının 47.8 % oranında azaldığını göstermiştir. Böylece, araştırma sonuçları vampir etkisi varsayımını desteklemiştir.

Anahtar Kelimeler

• Vampir etkisi
• göz takibi
• ünlü kişi kullanımı
• reklam etkinliği

Kaynakça

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