Tek Boyutlu Reklamdan Uzaklaşma Ölçeği Geliştirme Çalışması

Öz

Reklamdan uzaklaşma, bir kişinin reklama maruz kalmasına rağmen dikkatini vermemesi veya reklama ilgi göstermemesini yani reklam ile bağlantısını kesmesini ifade etmektedir. Bu durum, reklam etkinliği bağlamında hedef kitlenin ilgisini çekememe veya mesajın etkin işlenememesi, reklam kampanyalarının etkinliğini azaltma ve reklam yatırımı getirisini düşürme gibi çeşitli olumsuz sonuçlara yol açmaktadır. Bu nedenlerle reklamdan uzaklaşmanın sistematik bir tanımını yapmak ve güvenilir ölçüm araçları geliştirmek önemlidir. Reklamdan uzaklaşmayı kapsamlı bir şekilde tanımlamaya ve ölçmeye odaklanmış akademik araştırmaların sayısı oldukça azdır. Bu nedenle, reklamdan uzaklaşmayı sistematik olarak tanımlayan ve operasyonel hale getiren araştırmalar, alan için gerekli görülmektedir. Bu çalışma, reklamdan uzaklaşmayı ölçmek için bir ölçek geliştirerek bu boşluğu gidermeyi amaçlamıştır. Reklamdan uzaklaşmaya ilişkin mevcut literatür temel alınarak 30 maddelik bir ölçek oluşturulmuş, Kasım 2022 ve Nisan 2023 tarihleri arasında 320 katılımcıdan veri toplanmıştır. Ölçeğin geçerliliğini değerlendirmek için açımlayıcı ve doğrulayıcı faktör analizleri uygulanmıştır. Düşük performans gösteren maddeler elendikten sonra, 12 maddelik bir ölçekle veri toplama 270 katılımcıyla tekrarlanmıştır. Daha sonra yapılan geçerlilik ve güvenilirlik analizleri ile Tek Boyutlu Reklamdan Uzaklaşma Ölçeği’nin (TBRU) geçerli ve güvenilir (Cronbach Alfa Değeri 0,86) olduğu tespit edilmiştir.

Anahtar Kelimeler

• Reklam
• Reklamdan Uzaklaşma
• Reklam Araştırmaları
• Reklam Etkinliği
• Ölçek Geliştirme

A Study on the Development of the Unidimensional Advertising Disengagement Scale

Öz

Advertising disengagement refers to a person's inability to pay attention to or show interest in an advertisement despite being exposed to it. In the context of advertising effectiveness, advertising disengagement leads to various negative consequences, such as the inability to attract the attention of the target audience or the inability of the target audience to process the message effectively, reducing the effectiveness of advertising campaigns and reducing the return on advertising investment. For these reasons, it is important to make a systematic definition of advertising disengagement and to develop reliable measurement tools. The number of academic studies focused on comprehensively defining and measuring advertising disengagement is quite low. Therefore, research that systematically defines and operationalises advertising disengagement is necessary to advance understanding in this field. This study aims to address this gap by developing a scale to measure advertising disengagement. A 30-item scale was created based on the existing literature on advertising disengagement, and data were collected from 320 participants between November 2022 and April 2023. After data collection, exploratory and confirmatory factor analyses were applied to assess the validity of the scale. In the summer of 2023, after eliminating the low-performing items, data collection was repeated with 270 participants with a 12-item scale. Subsequent validity and reliability analyses confirmed that the unidimensional advertising disengagement scale (TBRU) is an appropriate instrument for measuring advertising disengagement.

Anahtar Kelimeler

• Advertising
• Advertising Disengagement
• Advertising Research
• Advertising Effectiveness
• Scale Development

Kaynakça

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