Sosyal Kampanyalarda Mesaj Çekiciliklerine Yönelik Dikkat Değişiminin Alturistik Kişilik Özelliklerine Göre İncelenmesi: Deneysel Bir Çalışma

Öz

Sosyal medya bireylerden işletmelere kadar birçok yapının iletişim faaliyetlerini yürüttüğü etkili bir araçtır. Sivil toplum kuruluşları ticari markalar gibi kampanyalarını geniş kitlelere duyurmayı amaçlamaktadır. Sundukları mesajların kitlelere ulaşması kadar bu mesajın karşı tarafı etkilemesi de önemli olmaktadır. Araştırma Sivil toplum kuruluşlarının sosyal medyada etkili mesaj stratejileri geliştirmesine katkı sunmayı amaçlamaktadır. Bu hususta araştırma, katılımcıların yardım kampanyalarına yönelik mesaj çekiciliklerinden etkilenme düzeylerinin alturistik kişilik özelliklerine göre ne ölçüde değişebileceğini incelemektedir. Araştırmada katılımcıların mesaj çekiciliklerine yönelik görsellerden etkilenme düzeylerini belirlemek adına nörogörüntüleme tekniklerinden EEG (Elektroensefalogram) yöntemi kullanılmıştır. Bunun yanı sıra katılımcıların altursitik kişilik özelliklerini belirlemeye yönelik için anket yönteminden yararlanılmıştır. Araştırma sonuçları, katılımcıların duygusal mesajları gördüklerinde, beyinde kişilik, bilişsel süreçler ve duygular ile ilişkili alanlarda tepkime olduğu görülmüştür. Özellikle bu alanlarda duygusal mesajlara yönelik tepkilerin, alturistik kişilik özelliğine sahip olma durumlarına göre farklılaştığı görülmüştür. Katılımcılardan olumsuz duygusal mesaja alturistik bireyler daha fazla dikkat ederken, olumlu duygusal mesaja alturistik olmayan bireyler daha fazla dikkat göstermiştir.

Anahtar Kelimeler

• Mesaj Çekiciliği
• Alturizm
• Sosyal Medya
• Nöropazarlama
• EEG (Elektroensefalogram)

Examining Attention Changes Towards Message Appeals in Social Campaigns According to Altruistic Personality Traits: An Experimental Study

Öz

Social media is a powerful tool that many structures, from individuals to companies, use to communicate. Like commercial brands, NGOs want to get their campaigns out to the masses. It is as important that the messages they present reach the masses as it is that these messages have an impact on the other side. The research aims to contribute to the development of effective social media messaging strategies for NGOs. To this end, the research examines the extent to which the degree to which participants are affected by the attractiveness of aid campaigns' messages may vary according to their altitudinal personality traits. The research used the EEG (electroencephalogram) method, which is a neuroimaging technique, to determine the degree to which participants were affected by the visual appeal of the messages. In addition, a questionnaire method was used to determine the participants' altruistic personality traits. The results of the study showed that when participants saw emotional messages, there was a reaction in areas of the brain related to personality, cognitive processes, and emotions. It was in these areas that people's responses to emotional messages differed according to their altruistic personality traits. While altruistic people paid more attention to negative emotional messages, non-altruistic people paid more attention to positive emotional messages.

Anahtar Kelimeler

• Message Appeals
• Altruism
• Social Media
• Neuromarketing
• EEG (Electroencephalogram)

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