Araştırma Makalesi
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Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi

Yıl 2021, Sayı: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 179 - 206, 29.12.2021
https://doi.org/10.24955/ilef.1038659

Öz

Dijital medyanın yaygınlaşmasıyla birlikte farklı reklam türleri ortaya çıkmaktadır. Dijital medyadaki gelişmeler o kadar hızlı yaşanmaktadır ki, bazı durumlarda yapılması gereken düzenlemelerin sektörün hızına uyamadığı görülmektedir. Yayınlandığı mecranın doğal içeriğine ve tasarımına uygun şekilde hazırlanan doğal reklamlar bahsedilen duruma örnek teşkil etmektedir. Doğal reklamlara ilişkin düzenlemeler henüz yeterli seviyeye ulaşmadığından, bu reklam türüyle ilgili etik tartışmalar dikkat çekmektedir. Bireylerin yetişkinlikteki etik algı ve değerlerinin temelleri adölesanlık döneminde atılmaktadır. Bu keşfedici çalışmanın amacı, Türkiye kapsamında adölesanların (n=200) doğal reklamla ilgili etik algılarını cinsiyet bağlamında analiz etmektir. Anket yöntemi kullanılan araştırmada kurgusal bir doğal reklam örneği üzerinden Reidenbach ve Robin’in Çok Boyutlu Etik Ölçeği uygulanmıştır. Araştırma sonuçları, adölesanların “reklam” etiketlemesinin yapılmadığı doğal reklam örneğini etik açıdan sorunlu görmediklerini göstermektedir. Etik algının ahlâki eşitlik boyutunda, kızların erkeklere göre daha duyarlı olduğu ortaya konulmaktadır.

Destekleyen Kurum

Bu çalışma, Journal of Business Research 116 (2020) dergisinde yayımlanan Native advertising credibility perceptions and ethical attitudes: An exploratory study among adolescents in the United States, Turkey and Israel başlıklı uluslararası araştırma kapsamında toplanan Türkiye verilerinin detaylı analiz edilmesiyle hazırlanmıştır. Türkiye’deki veriler, ABD’deki Winona Devlet Üniversitesi Sosyal Bilimler Okulu tarafından sağlanan fonla toplanmıştır.

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Evaluation of Adolescents’ Ethical Perceptions on Native Advertising in Turkey

Yıl 2021, Sayı: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 179 - 206, 29.12.2021
https://doi.org/10.24955/ilef.1038659

Öz

Various types of advertisements are emerging with the widespread use of digital media in which rapid developments are witnessed. Therefore, required regulations that need to be made cannot keep up with the speed of the sector. Native advertisements prepared in accordance with the natural content and design of the medium in which they are published constitute an example of the mentioned situation. Since the regulations regarding native advertising have not reached a sufficient level yet, ethical discussions about this type of advertising draw attention. Ethical perceptions in adulthood are formed in adolescence. The aim of this exploratory study is to analyze adolescents’ ethical perceptions on native advertising in Turkey (n = 200) according to gender. Survey method is applied by utilising Reidenbach and Robin’s Multidimensional Ethics Scale with a fictional native advertising. Research results reveal that adolescents do not accept non-labeled native advertising as an ethical problem. Moreover, girls are found to be more sensitive than boys in the moral equity dimension of ethical perception.

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  • Wojdynski, Bartosz W. 2016. "The Deceptiveness of Sponsored News Articles: How Readers Recognize and Perceive Native Advertising." American Behavioral Scientist 60, no. 12: 1475-1491. https://doi.org/10.1177/0002764216660140.
  • Yıldız, Müge Leyla ve Selay Giray Yakut. 2019. "İşyerinde Etik Algısı Cinsiyete ve Kuşaklara Göre Değişir Mi? Türkiye’deki Çalışanlar Üzerine Ampirik Bir Çalışma." Istanbul Business Research 48, no. 2: 197-217. https://doi.org/10.26650/ibr.2019.48.0027.
  • Zarzosa, Jennifer ve Sarah Fischbach. 2017. "Native Advertising: Trickery or Technique? An Ethics Project and Debate." Marketing Education Review 27, no. 2: 104-108. https://doi.org/10.1080/10528008.2017.1304161.
  • Zimand-Sheiner, Dorit ve Tamar Lahav. 2019. "Israeli Media Reality vs. Consumer Attitudes: TV Viewers’ Ethical Perceptions and Attitudes towards Regulation of Embedded Paid Content." Israel Affairs 25, no. 1: 165-184. https://doi.org/10.1080/13537121.2019.1561176.
  • Zimand-Sheiner, Dorit, Tanya Ryan, Sema Misci Kip ve Tamar Lahav. 2020. "Native Advertising Credibility Perceptions and Ethical Attitudes: An Exploratory Study among Adolescents in the United States, Turkey and Israel." Journal of Business Research 116, August 2020: 608-619. https://doi.org/10.1016/j.jbusres.2019.06.020.
Toplam 95 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Sema Misçi Kip 0000-0002-0285-4777

Zeynep Aksoy 0000-0002-0297-0372

Yayımlanma Tarihi 29 Aralık 2021
Yayımlandığı Sayı Yıl 2021Sayı: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset

Kaynak Göster

APA Misçi Kip, S., & Aksoy, Z. (2021). Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset), 179-206. https://doi.org/10.24955/ilef.1038659
AMA Misçi Kip S, Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. Aralık 2021;(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset):179-206. doi:10.24955/ilef.1038659
Chicago Misçi Kip, Sema, ve Zeynep Aksoy. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi, sy. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset (Aralık 2021): 179-206. https://doi.org/10.24955/ilef.1038659.
EndNote Misçi Kip S, Aksoy Z (01 Aralık 2021) Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset 179–206.
IEEE S. Misçi Kip ve Z. Aksoy, “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”, Ankara Üniversitesi İlef Dergisi, sy. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, ss. 179–206, Aralık 2021, doi: 10.24955/ilef.1038659.
ISNAD Misçi Kip, Sema - Aksoy, Zeynep. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset (Aralık 2021), 179-206. https://doi.org/10.24955/ilef.1038659.
JAMA Misçi Kip S, Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. 2021;:179–206.
MLA Misçi Kip, Sema ve Zeynep Aksoy. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi, sy. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 2021, ss. 179-06, doi:10.24955/ilef.1038659.
Vancouver Misçi Kip S, Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. 2021(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset):179-206.