Measuring Attitudes Towards Internet Advertising: A Comparative Study Between Generations X, Y and Z

Yıl 2022, Sayı: 9, 90 - 108, 26.12.2022

Bahadır Burak Solak Mehmet Ali Gazi

https://doi.org/10.56676/kiad.1188301

Öz

This study addressed differences in the attitudes toward Internet advertising of Generations X, Y, and Z. In this context, the attitudes of participants from different generations were measured in the dimensions of information, entertainment, social role, materialism, forgery, anger, value corruption, attitude, and behavioral reaction dimensions using the "Attitude Scale towards Internet Advertising". The study was conducted between September 20 and 27, 2022, on a sample of 150 people aged 18-58, representing each generation in equal proportions, using the questionnaire technique, one of the quantitative research methods. The findings show that generation X has a negative attitude towards Internet advertising, while Generations Y and Z have a positive attitude. On the other hand, it has been determined that the X generation is protective against internet advertisements, while the Y generation adopts a more strategic approach. The goal of the study was to conceptualize the intergenerational differences in internet advertising and to show how internet advertising plays a role in an accurate understanding of consumer needs and wants.

Anahtar Kelimeler

Internet Advertising, Generation X, Generation Y, Generation Z, Consumer Behavior

İnternet Reklamcılığına Yönelik Tutumların Ölçülmesi: X, Y ve Z Kuşakları Arasında Karşılaştırmalı Bir İnceleme

Öz

Bu çalışma, internet reklamcılığına yönelik tutumun X, Y ve Z kuşakları arasındaki farklılıklarını incelemektedir. Bu kapsamda farklı kuşaklardan katılımcıların bilgi, eğlence, sosyal rol, materyalizm, sahtecilik, sinirlendirme, değer yozlaşması, tutum ve davranışsal tepki boyutları bağlamındaki tutumları "İnternet Reklamcılığına Yönelik Tutum Ölçeği” kullanılarak ölçülmüştür. Araştırma, 20.09.2022 – 27.09.2022 tarihleri arasında, nicel araştırma yöntemlerinden anket tekniği kullanılarak yaşları 18-58 arasında değişen her kuşağı eşit sayıda temsil eden 150 kişiden oluşan bir örneklem üzerinde yapılmıştır. Bulgular, X kuşağının internet reklamcılığına karşı olumsuz bir tutuma sahip olduğunu, Y ve Z kuşağının ise olumlu bir tutuma sahip olduğunu göstermektedir. Bununla birlikte çalışmada, X kuşağının internet reklamlarına karşı korumacı olduğu, Y kuşağının ise daha rasyonel bir yaklaşım benimsediği tespit edilmiştir. Araştırma, internet reklamcılığındaki nesiller arası farklılıkları kavramsallaştırmaya ayrıca internet reklamcılığının tüketici ihtiyaç ve isteklerinin doğru bir şekilde anlaşılmasında nasıl bir rol oynadığını göstermeye çalıştı.

Anahtar Kelimeler

İnternet Reklamcılığı, X kuşağı, Y kuşağı, Z kuşağı, Tüketici Davranışları

Kaynakça

• Adıgüzel, O., Batur, H. Z., ve Ekşili, N. (2014). Kuşakların değişen yüzü ve Y kuşağı ile ortaya çıkan yeni çalışma tarzı: mobil yakalılar. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (19), 165-182.
• Bakr, Y., Tolba, A. ve Meshreki, H. (2019), Drivers of SMS advertising acceptance: a mixed-methods approach. Journal of Research in Interactive Marketing, 13(1), 96-118. https://doi.org/10.1108/JRIM-02-2018-0033
• Bala, M., ve Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT and Engineering, 8 (10), 321-339.
• Berkup, S. B. (2014). Working with generations X and Y in generation Z period: Management of different generations in business life. Mediterranean journal of social Sciences, 5(19), 218-218.
• Boateng, H. ve Okoe, A.F. (2015), Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9 (4), 299-312. https://doi.org/10.1108/JRIM-01-2015-0012
• Boerman, S. C., Kruikemeier, S., ve Zuiderveen Borgesius, F. J. (2017). Online behavioral advertising: A literature review and research agenda. Journal of Advertising, 46(3), 363-376.
• Cömert, G., ve Yükselen, C. (2017). İnternet reklamlarına yönelik tüketici inanç ve tutumlarının reklam izleme davranışları üzerine etkisi. Beykent Üniversitesi Sosyal Bilimler Dergisi, 10(1), 51-61. DOI: 10.18221/bujss.303366
• Deloitte (2021), Türkiye’de tahmini medya ve reklam yatırımları 2021 raporu. Erişim adresi: https://www2.deloitte.com/tr
• Dolot, A. (2018). The characteristics of generation Z. e-mentor. Czasopismo Naukowe Szkoły Głównej Handlowej W Warszawie, 2 (74), 44–50.
• Duffett, R. G. (2015). The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research, 15(2), 243-267.
• Duffett, R. G. (2015). The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research, 15(2), 243-267.
• Eagly, A. H., ve Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
• Evseeva, S., Rasskazova, O., Kalchenko, O., ve Evseeva, O. (2020). Training generations x y z in human resource management. Proceedings of the International Scientific Conference - Digital Transformation on Manufacturing, Infrastructure and Service (DTMIS'20), 83, .1–6. doi.org/10.1145/3446434.3446513
• Gazi, M. A., Çetin, M., ve Çakı, C. (2017). The research of the level of social media addiction of university students. International Journal of Social Sciences and Education Research, 3(2), 549-559.
• Goessling, M. (2017). Attraction and retention of generations x, y and z in the workplace. Integrated Studies. 66 (1) https://digitalcommons.murraystate.edu/bis437/66
• Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., ve Wilbur, K. C. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7-25.
• Halim, E., Kristian, H., ve Hebrard, M. (2022). Investigating the key factors on xyz generations' higher-order thinking skills in e-learning. 2022 IEEE International Conference on Cybernetics and Computational Intelligence, 297-302, doi: 10.1109/CyberneticsCom55287.2022.9865409.
• Heinonen, K., ve Strandvik, T. (2007). Consumer responsiveness to mobile marketing. International Journal of Mobile Communications, 5(6), 603-617.
• Hovhannisyan, S. V., Hula, Y. P., Maznichenko, O. V., ve Boldyreva, O. A. (2021). Current design trends in computer game advertising. Art and Design, 4 (1), 29-41.
• Indrawan, Y., Tulung, J. E., ve Arie, F. V. (2022). The effectıveness of facebook advertısıng on consumer purchase ıntentıon on mıllennıal generatıon in manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10 (3), 184-192.
• Johnson, J. (2021). Global market share of search engines 2010-2021 Statista. Erişim adresi:https://www.statista.com/statistics/216573/worldwide-market-share-ofsearch-engines
• Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Asil Yayın Dağıtım.
• Karagöz, Y. (2016). SPSS 23 ve AMOS 23 uygulamalı istatistiksel analizler. Ankara: Nobel Akademik Yayıncılık.
• Karasar, N. (2018). Bilimsel araştırma yöntemleri. Ankara: Nobel Yayıncılık.
• Kolnhofer-Derecskei, A., Reicher, R. Z., ve Szeghegyi, A. (2017). The X and Y generations’ characteristics comparison. Acta Polytechnica Hungarica, 14 (8), 107-125.
• Lee, H., ve Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39 (3), 332-341.
• Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), 1-13.
• Mahmoud, A. B. (2013). Syrian consumers: beliefs, attitudes, and behavioral responses to internet advertising. Business: Theory and Practice, 14 (4), 297-307.
• McCrindle, M. ve Wolfinger, E. (2009), The abc of xyz: understanding the global generations. New South Wales, AU: UNSW Press.
• McIntosh-Elkins, J., McRitchie, K., ve Scoones, M. (2007). From the silent generation to generation x, y and z: strategies for managing the generation mix. Proceedings of the 35th annual ACM SIGUCCS fall conference, 7, 240-246. doi.org/10.1145/1294046.1294104
• Mishra, S., Verma, M., ve Gligorijevic, J. (2019). Guiding creative design in online advertising. Proceedings of the 13th ACM Conference on Recommender Systems 19, 418-422. doi.org/10.1145/3298689.3347022
• Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10-29.
• Nielsen (2012). Reaching generation x: authenticity in advertising, Erişim adresi: https://www.nielsen.com/insights/2012/reaching-generation-x-authenticity-in-advertising/
• Nuara, A., Trovò, F., Gatti, N., ve Restelli, M. (2022). Online joint bid/daily budget optimization of internet advertising campaigns. Artificial Intelligence, 305, 103663.
• Núnez-Barriopedro, E., Cuesta-Valiño, P., ve Mansori-Amar, S. (2022). The role of perceived usefulness and annoyance on programmatic advertising: the moderating effect of Internet user privacy and cookies. Corporate Communications: An International Journal, 6(1), 12–19.
• Patton, M. Q. (2018). Evaluation science. American Journal of Evaluation, 39(2), 183-200.
• Pennington-Gray, L., ve Lane, C. W. (2002). Profiling the silent generation: Preferences for travel. Journal of Hospitality & Leisure Marketing, 9(1-2), 73-95.
• Rana, M., ve Arora, N. (2022). Decoding the social media advertising ınfluence on consumer attitude and ıntention. Vision: The Journal of Business Perspective 26(4), https://doi.org/10.1177/09722629221099588
• Rita, P., Ramos, R. F., Moro, S., Mealha, M., & Radu, L.. (2020). Online dating apps as a marketing channel: a generational approach. European Journal of Management and Business Economics, 30 (1), 1–17. https://doi.org/10.1108/ejmbe-10-2019-0192
• Ritchie, K. (2002). Marketing to generation X. New York:Simon and Schuster.
• Roth-Cohen, O., Rosenberg, H., & Lissitsa, S. (2022). Are you talking to me? Generation X, Y, Z responses to mobile advertising. Convergence, 28(3), 761-780.
• Schiffman, L. G.,ve Kanuk, L. L. (1997). Consumer Behavior(8th Ed.). Upper Saddle River: Pearson Prentice Hall.
• Shallcrass, J. (2022). As easy as XYZ? EG, 19(1), 42-58 https://search.informit.org/doi/10.3316/informit.504295699539501
• Southgate, D. (2017). The emergence of generation Z and its impact in advertising: Long-term implications for media planning and creative development. Journal of Advertising Research, 57(2), 227-235.
• Thiyagu, A. (2008). Role of advertising in influencing and transmitting social values. Available at SSRN 1187802. 1(1).
• Tolbize, A. (2008). Generational differences in the workplace. Research And Training Center On Community Living, 5(2), 1-21.
• Truong, V. N. X., Nkhoma, M., ve Pansuwong, W. (2019). An integrated effectiveness framework of mobile in-app advertising. Australasian Journal of Information Systems, 23(1), 1-5.
• Weingarten, R. M. (2009). Four generations, one workplace: A Gen XY staff nurse’s view of team building in the emergency department. Journal Of Emergency Nursing, 35(1), 27-30.
• Yaman, F., ve Erdaş, Y. (2021). Dijital bir reklam aracı olarak pop-up reklamlara bakış açılarının xyz kuşaklarına göre farklılaşması. Itobiad: Journal of the Human & Social Science Researches, 10(2), 1823-1838.
• Yu, H. ve Miller, P. (2005). Leadership style: the x generation and baby boomers compared in different cultural contexts. Leadership & Organization Development Journal, 26(1), 35-50. https://doi.org/10.1108/01437730510575570