Havayolu Reklamlarında İzleyicilerin Duygu Ölçümü: Microsoft Azure Face API ile Yüz Kodlama Uygulaması

Öz

Amaç: Havayolu işletmeleri, müşterilerini uçuşlara çekmek ve marka imajlarını güçlendirmek için sık sık reklam kampanyaları düzenlerler. Ancak, reklam kampanyalarının etkinliği geleneksel yöntemlerle ölçüldüğünde sınırlı kalabilmektedir. Bu çalışmanın amacı yüz kodlama teknolojisinin havayolu reklamlarında duygu ölçüm performansının değerlendirilmesidir. Yöntem: Bu çalışma deneysel bir tasarıma sahip olup laboratuvar ortamında 40 denek ile yapılmıştır. Microsoft Azure Face API uygulamasından elde edilen sayısal duygu verileri istatistik paket program aracılığı ile analiz edilmiştir. Bulgular: Araştırmada final sahnesi olan reklamlar anlamlı şekilde final sahnesi olmayan reklama göre daha fazla mutluluk duygusu oluşturduğu tespit edilmiştir. Sonuç: Bu çalışma kapsamında kullanılan yüz kodlama yazılımının elde edilen çıktılar çerçevesinde ölçümlemede başarılı olduğu görülmüştür.

Anahtar Kelimeler

• Havayolu
• Reklam
• Yüz Kodlama
• Nöropazarlama
• Tüketici

Emotion Measurement of Viewers in Airline Advertisements: Facial Coding Application with Microsoft Azure Face API

Öz

Aim: Airlines frequently organize advertising campaigns to attract customers to flights and strengthen their brand image. However, the effectiveness of these campaigns remains limited when measured using traditional methods. The purpose of this study is to evaluate the performance of facial coding technology in measuring emotions in airline advertisements. Method: This study employs an experimental design and was conducted in a laboratory setting with 40 participants. Numerical emotion data obtained from the Microsoft Azure Face API were analyzed using a statistical software package. Results: The study revealed that advertisements with a final scene elicited significantly higher levels of happiness compared to advertisements without a final scene. Conclusion: The findings suggest that the facial coding software used in this study was successful in measuring emotional responses based on the obtained outputs.

Anahtar Kelimeler

• Airline
• Advertisement
• Face Coding
• Neuromarketing
• Consumer

Kaynakça

1. AGARWAL, S., & DUTTA, T. (2015). Neuromarketing and consumer neuroscience: Current understanding and the way forward. Decision, 42(4), 457-462. doi:10.1007/s40622-015-0113-1
2. AKGÜN, V. Ö., & ERGÜN, G. S. (2016). Yeni bir pazarlama yaklaşımı olarak nöropazarlama üzerine kuramsal bir araştırma. Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi(11), 223-235.
3. ALTUNIŞIK, R., ÖZDEMİR, Ş., & TORLAK, Ö. (2017). Pazarlama İlkeleri ve Yönetimi (3. b.). İstanbul: Beta Yayıncılık.
4. ANDONOV, S., GEORGIEV, S., TSENOV, G., & MLADENOV, V. (2023). Neurophysiological Test with Use of EEG, GSR and Pulse Measurements Data for Focus Group Beverage Preference Aggregation. 2023 International Scientific Conference on Computer Science (COMSCI), 1-6. https://doi.org/10.1109/COMSCI59259.2023.10315904.
5. ARIELY, D., & BERNS, G.S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11, 284-292.
6. ARTHMANN, C., & Lİ, I. P. (2017). Neuromarketing-the art and science of marketing and neurosciences enabled by IoT technologies. IIC Journal of Innovation, 1-10.
7. BABAÇ, E. & YÜNCÜ, H. R. (2021). “Yiyecek ve İçecek Araştırmalarında Nöropazarlama Tekniklerinin Kullanımı” International Social Sciences Studies Journal, (e-ISSN:2587-1587) Vol:7, Issue:87; pp:3776-3786
8. BELCH, G. E., & BELCH, M. A. (2003). Advertising and Promotion An Integrated Communications Perspective (6. b.). The McGraw-Hill Companies.

9. BERCEA, M. D. (2012). Anatomy of methodologies for measuring consumer behaviour in neuromarketing research. LCBR European Marketing Conference. Munich.
10. CHYGRYN, O., SHEVCHENKO, K., & TULIAKOV, O. (2024). Neuromarketing as a Mechanism of Communication with the Consumer: Case for Small Business. Marketing and Management of Innovations, 15(2), 26–38. doi.org/10.21272/mmi.2024.2-03
11. CONSTANTINESCU, M., ORİNDARU, A., PACHITANU, A., ROSCA, L., CAESCU, S.-C., & ORZAN, M. C. (2019). Attitude evaluation on using the neuromarketing approach in social media: matching company’s purposes and consumer’s benefits for sustainable business growth. Sustainability, 11. doi:10.3390/su11247094
12. ÇAKAR, T., & GEZ, K. (2017). Neuroscience applications on the assessments of TV ads. Applying Neuroscience to Business Practice (s. 231-256). içinde IGI Global.
13. DAĞLI, Ö., & ULUÇ, T. A. (2021). Televizyon reklamlarındaki marka maskotların nöropazarlama yöntemlerinden galvanik deri iletkenliği ve yüz (ifade) kodlama analizi aracılığıyla incelenmesi. Intermedia International e-Journal, 8(14), 58-78. doi: 10.21645/intermedia.2021.101
14. EKMAN, P., & FRIESEN, W. V. (1971). Constants across cultures in the face and emotion. Journal of Personality and Social Psychology, 17(2), 124-129.
15. ELDEN, M., ULUKÖK, Ö., & Yeygel, S. (2005). Şimdi Reklamlar. İstanbul: İletişim Yayınları. Emotion Research Lab. (tarih yok). 01 02, 2020 tarihinde https://emotionresearchlab.com/ adresinden alındı
16. ERICKSON, K., & SCHULKIN, J. (2003). Facial expressions of emotion: A cognitive neuroscience perspective. Brain and Cognition, 52, 52-60.
17. FORD, J. B. (2019). What do we know about neuromarketing? Journal of Advertising Research, 59(3), 257-258. doi:10.2501/JAR-2019-031
18. GIUDICI, E., DETTORI, A., & CABONI, F. (2017). Neurotourism: Futuristic perspective or today’s reality? 20th Excellence in Services International Conference, (s. 335-346). Verona.
19. GOLNAR-NIK, P., FARASHI, S., & SAFARI, M.-S. (2019). The application of EEG power for the prediction and ınterpretation of consumer decision-making: A neuromarketing study. Physiology & Behavior, 207, 90-98. doi:10.1016/j.physbeh.2019.04.025
20. GONZÁLEZ-RODRIGUEZ, M., DIAZ-FERNÁNDEZ, M., & GÓMEZ, C. P. (2020). Facial-expression recognition: An emergent approach to the measurement of tourist satisfaction through emotions. Telematics and Informatics, 51.
21. GÜRBÜZ, F., & TOĞA, G. (2018). Usage of the facial action coding system to predict customer gender profile: A neuro marketing application in Turkey. 2nd International Symposium on Multidisciplinary Studies and Innovative Technologies (ISMSIT). doi:10.1109/ISMSIT.2018.8566692
22. KENNING, P. (2008). What advertisers can do and cannot do with neuroscience. International Journal of Advertising, 27(3), 472-473. doi:10.2501/S0265048708080086A
23. KÖSE, E. (2017). Bilimsel Araştırma Modelleri. R. Y. Kıncal (Dü.) içinde, Bilimsel Araştırma Yöntemleri (5. b., s. 99-124). Ankara: Nobel Akademik Yayıncılık Eğitim Danışmanlık Tiç. Ltd. Sti.
24. LEE, M., & JOHNSON, C. (2005). Principles of Advertising: A Global Perspective (2. b.). New York & London: Routledge.
25. LI, B., & LIMA, D. (2021). Facial expression recognition via ResNet-50. International Journal of Cognitive Computing in Engineering, 2, 57-64.
26. MCCLURE, S. M., Lİ, J, TOMLIN, D., CYPERT, K. S., MONTAGUE, L. M., MONTAGUE, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 14;44(2):379-87. doi: 10.1016/j.neuron.2004.09.019.
27. MEYERDING, S. G., & MEHLHOSE, C. M. (2020). Can neuromarketing add value to the traditional marketing research? an exemplary experiment with functional near- ınfrared spectroscopy (fNIRS). Journal of Business Research(107), 172-185. doi:10.1016/j.jbusres.2018.10.052
28. MORIN, C., & RENVOISE, P. (2019). Beyindeki İkna Kodu. (T. Gezer, Çev.) İstanbul: Maltepe Üniversitesi Kitapları.
29. NEMORIN, S. (2017). Neuromarketing and the “poor in world” consumer: how the animalization of thinking underpins contemporary market research discourses. Consumption Markets & Culture, 20(1), 59-89. doi:10.1080/10253866.2016.1160897
30. NJEGOVANOVIĆ, A. (2020). Tourism in neuroscience framework/cultural neuroscience, mirror neurons, neuroethics. International Journal of Law and Public Administration, 3(1). doi:10.11114/ijlpa.v3i1.4665
31. OTAMENDI, F. J., & MARTIN, D. L. (2020). The emotional effectiveness of advertisement. Frointiers in Psychology. doi:10.3389/fpsyg.2020.02088
32. ÖCAL, R., & HASOĞLAN, M. (2024). Is functional MRI meaningful in migraine?. Academic Journal of Neurology and Neurosurgery. https://doi.org/10.51271/ajnn-0007.
33. PANTANO, E. (2020). Non-verbal evaluation of retail service encounters through consumers’ facial expressions. Computers in Human Behavior, 111, 1-10.
34. PARRINELLO, G. L. (2012). Tourism and neuroscience: a preliminary approach. Tourismos: An International Multidisciplinary Journal of Tourism, 7(2), 39-54.
35. PELTEKOĞLU, F. B. (2019). Kavram ve Kuramlarıyla Reklam (2. b.). İstanbul: Beta Basım Yayım Dağıtım A.Ş.
36. PLESSIS, E. D. (2005). The Advirtised Mind. London: Kogan Page.
37. SAYAN, Ö., & UÇAN, O. N. (2013). Görüntü haberleşmesinin izlenirliğinde duygusal davranış etkisi analizi. İstanbul Aydın Üniversitesi Dergisi, 5(17), 1-24.
38. SCHAFER, A. (2005). Buy this. Scientific American Mind, 16(2), 72-75. https://www.jstor.org/stable/10.2307/24997637 adresinden alındı
39. SHEN, F., & MORRIS, J. D. (2016). Decoding neural responses to emotion in television commercials. Journal of Advertising Research, 193-294. doi:10.2501/JAR-2016-016
40. STASİ, A., SONGA, G., MAURI, M., CICERI, A., DIOTALLEVI, F., NARDONE, G., & RUSSO, V. (2018). Neuromarketing empirical approaches and food choice: a systematic review. Food Research International, 108, 650-664.
41. STIPP, H. (2015). The evolution of neuromarketing research: From novelty to mainstream. Journal of Advertising Research, 55(2), 120-122. doi:10.2501/JAR-55-2-120-122
42. TANASIC, B. R. (2017). Impact of sensory branding on the decision-making process of tourism product purchase. International Journal of Research in Engineering and Innovation, 1(6), 109-125.
43. TICHINDELEAN, M., CETINĂ, I., & TICHINDELEAN., M. (2018). Neuromarketing services: An analysis of ınternational specialists' experience. Proceedings of the 12th International Management Conference, (s. 807-816).
44. TOSUN, N. B. (2017). Marka Yönetimi (3. b.). İstanbul: Beta Yayınları.
45. YEN, C., LIN, C. L., & CHIANG, M. C. (2023). Exploring the Frontiers of Neuroimaging: A Review of Recent Advances in Understanding Brain Functioning and Disorders. Life (Basel, Switzerland), 13(7), 1472. https://doi.org/10.3390/life13071472
46. YEUNG, M. K. (2023). The prefrontal cortex is differentially involved in implicit and explicit facial emotion processing: An fNIRS study. In Biological Psychology (Vol. 181, p. 108619). Elsevier BV. https://doi.org/10.1016/j.biopsycho.2023.108619
47. YÜCEL, N., ÇUBUK, F., YÜCEL, A., YÜKSEL, M., & ÇUBUK, C. (2014). Costumer perception analysis of stores within the framework of emphatic mind. The 2014 WEI International Academic Conference Proceedings . New Orleans.
48. ZHANG, S., CHEN, N., & HSU, C. H. (2021). Facial expressions versus words: unlocking complex emotional responses of residents toward tourists. Tourism Management, 83, 1-13.