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ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ

Year 2024, Volume: 11 Issue: 24, 444 - 475, 27.04.2024

Haluk Keskin , Nazlım Uraltaş

https://doi.org/10.58884/akademik-hassasiyetler.1406435

Abstract

Kişiselleştirilmiş reklamcılık, dijital reklam mecralarında internet kullanıcılarına kişisel verilerine dayalı olarak daha alakalı ve kullanıcıların ilgi alanlarıyla uyumlu reklam deneyimi sunmayı hedefleyen bir yaklaşımdır. İnternet kullanıcılarının sanal ortamda bıraktığı; kişisel bilgiler, satın alma davranışları, internet kullanım alışkanlıkları, ilgi alanları gibi pek çok veri izlenmekte, depolanmakta ve bu veriler markaların iletişim faaliyetleri için kullanılmaktadır. Kişiselleştirilmiş reklam deneyiminin tüketicilerde olumlu davranışsal niyetlere etki edebildiği fakat diğer taraftan olumsuz birtakım algıları da yol açabildiği bilinmektedir. Bu paradoks, alanda merak edilen bir araştırma problemi olarak görülmektedir. Bu bağlamda, bu çalışmanın amacı, tüketicilerin algılanan kişiselleştirme düzeylerinin, gizlilik endişesi, gözetim algısı ve marka kullanım niyeti üzerindeki etkisini incelemektir. Çalışmanın evrenini, Türkiye’de yaşayan 18 yaş ve üzeri internet kullanıcıları oluşturmaktadır. Bu doğrultuda, çalışmada veri toplama tekniği olarak çevrim içi anket uygulamasından yararlanılmıştır. Araştırma kapsamında 610 kişiye ulaşılmış ve 556 katılımcının anket formu değerlendirmeye alınmıştır. Araştırma hipotezleri Yapısal Eşitlik Modellemesi ile test edilmiştir. Araştırma kapsamında elde edilen verilerin güvenirlik ve frekans analizi SPSS Windows 25.0 ve doğrulayıcı faktör analizi ile hipotez testleri analizi AMOS 23.0 programıyla yapılmıştır. Elde edilen bulgular doğrultusunda, algılanan kişiselleştirmenin marka kullanım niyetini ve algılanan gözetimi olumlu yönde etkilediği ve algılanan gözetimin ise gizlilik endişesini olumlu yönde etkilediği sonucuna ulaşılmıştır.

Keywords

Dijital Reklamcılık Kişiselleştirme Algılanan Gözetim Gizlilik Endişesi Marka Kullanım Niyeti

References

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THE EFFECT OF PERCEIVED PERSONALIZATION ON BRAND USAGE INTENTION

Year 2024, Volume: 11 Issue: 24, 444 - 475, 27.04.2024

Haluk Keskin , Nazlım Uraltaş

https://doi.org/10.58884/akademik-hassasiyetler.1406435

Abstract

Personalized advertising is an approach that aims to offer internet users a more relevant advertising experience in digital advertising channels based on their personal data and in line with their interests. Many data such as personal information, purchasing behaviors, internet usage habits, and fields of interest of internet users are monitored, stored, and used for the communication activities of brands. It is known that personalized advertising experience can influence positive behavioral intentions in consumers, but on the other hand, it can also lead to negative perceptions. This paradox is seen as a research problem that raises curiosity in the field. In this context, the purpose of this study is to examine the impact of consumers' perceived personalization levels on privacy concerns, perceptions of surveillance, and brand usage intention. The population of the study consists of internet users aged 18 and over living in Türkiye. Accordingly, the study utilized an online survey application as a data collection technique. Within the scope of the research, 610 people were reached and the questionnaire form of 556 participants was evaluated. The research hypotheses were tested with Structural Equation Modeling. Reliability and frequency analysis of the data obtained within the scope of the research were conducted with SPSS Windows 25.0. Confirmatory factor analysis and hypothesis tests were analyzed with the AMOS 23.0 program. In line with the findings, it was concluded that perceived personalization positively affects brand usage intention and perceived surveillance, and perceived surveillance positively affects privacy concerns.

Keywords

Digital Advertising Personalization Perceived Surveillance Privacy Concern Brand Usage Intention

References

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  • Farman, L., Comello, M. L. (Nori), & Edwards, J. R. (2020). Are consumers put off by retargeted ads on social media? Evidence for perceptions of marketing surveillance and decreased ad effectiveness. Journal of Broadcasting & Electronic Media, 64(2), 298-319. https://doi.org/10.1080/08838151.2020.1767292
  • Gironda, J. T., & Korgaonkar, P. K. (2018). iSpy? Tailored versus invasive ads and consumers’ perceptions of personalized advertising. Electronic Commerce Research and Applications, 29, 64-77. https://doi.org/10.1016/j.elerap.2018.03.007
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  • Kim, T., Barasz, K., & John, L. K. (2019). Why am i seeing this ad? The effect of ad transparency on ad effectiveness. Journal of Consumer Research, 45(5), 906-932. https://doi.org/10.1093/jcr/ucy039
  • Kim, W., Ryoo, Y., Lee, S., & Lee, J. A. (2023). Chatbot advertising as a double-edged sword: The roles of regulatory focus and privacy concerns. Journal of Advertising, 52(4), 504-522. https://doi.org/10.1080/00913367.2022.2043795
  • Köster, M., Rüth, M., Hamborg, K.-C., & Kaspar, K. (2015). Effects of personalized banner ads on visual attention and recognition memory: effects of personalized banner ads. Applied Cognitive Psychology, 29(2), 181-192. https://doi.org/10.1002/acp.3080
  • Krohn, F., Luo, X., & Hsu, M. K. (2002). Information privacy and online behaviors. Journal of Internet Commerce, 1(4), 55-69. https://doi.org/10.1300/J179v01n04_04
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  • Kurtuluş, K. (2010). Araştırma yöntemleri (1.). Türkmen Kitabevi.
  • Lambillotte, L., Bart, Y., & Poncin, I. (2022). When does information transparency reduce downside of personalization? Role of need for cognition and perceived control. Journal of Interactive Marketing, 57(3), 393-420. https://doi.org/10.1177/10949968221095557
  • Leblebici Koçer, L., & Özmerdivanlı, H. (2019). Kişiselleştirilmiş reklamlara yönelik tutumları etkileyen faktörlerle satın alma davranışı arasındaki ilişkinin incelenmesi. Akdeniz Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 427-454. https://doi.org/10.25294/auiibfd.649282
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There are 63 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies (Other)
Journal Section Tüm Sayı
Authors

Haluk Keskin 0000-0001-5122-4344

Nazlım Uraltaş 0000-0001-7682-2164

Publication Date April 27, 2024
Submission Date December 18, 2023
Acceptance Date April 21, 2024
Published in Issue Year 2024 Volume: 11 Issue: 24

Cite

APA Keskin, H., & Uraltaş, N. (2024). ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ. Akademik Hassasiyetler, 11(24), 444-475. https://doi.org/10.58884/akademik-hassasiyetler.1406435
AMA Keskin H, Uraltaş N. ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ. Akademik Hassasiyetler. April 2024;11(24):444-475. doi:10.58884/akademik-hassasiyetler.1406435
Chicago Keskin, Haluk, and Nazlım Uraltaş. “ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ”. Akademik Hassasiyetler 11, no. 24 (April 2024): 444-75. https://doi.org/10.58884/akademik-hassasiyetler.1406435.
EndNote Keskin H, Uraltaş N (April 1, 2024) ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ. Akademik Hassasiyetler 11 24 444–475.
IEEE H. Keskin and N. Uraltaş, “ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ”, Akademik Hassasiyetler, vol. 11, no. 24, pp. 444–475, 2024, doi: 10.58884/akademik-hassasiyetler.1406435.
ISNAD Keskin, Haluk - Uraltaş, Nazlım. “ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ”. Akademik Hassasiyetler 11/24 (April 2024), 444-475. https://doi.org/10.58884/akademik-hassasiyetler.1406435.
JAMA Keskin H, Uraltaş N. ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ. Akademik Hassasiyetler. 2024;11:444–475.
MLA Keskin, Haluk and Nazlım Uraltaş. “ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ”. Akademik Hassasiyetler, vol. 11, no. 24, 2024, pp. 444-75, doi:10.58884/akademik-hassasiyetler.1406435.
Vancouver Keskin H, Uraltaş N. ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ. Akademik Hassasiyetler. 2024;11(24):444-75.
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MAKALE DEĞERLENDİRME SÜRECİ

Yazar tarafından gönderilen bir makale, gönderim tarihinden itibaren 10 gün içinde dergi sekreteri tarafından makalenin, telif sözleşmesinin ve benzerlik raporunun (Turnitin programı) eksiksiz ve düzgün bir şekilde gönderilip gönderilmediği yönünden incelenir. İstenilen bu dosyalar eksiksiz ve düzgün bir şekilde gönderilmiş ise makale; ikinci aşamada derginin yayın çizgisine uygun olup olmadığı yönünden değerlendirilir. Bu süreçte makale yayın çizgisine uygun değilse yazara iade edilir. Makale yayın çizgisine uygun ise şablona uygun bir şekilde gönderilip gönderilmediği yönünden değerlendirilir. Şayet makale şablona uyarlanıp gönderilmemiş ise değerlendirme sürecine alınmaz. Bu süreçte yazarın derginin belirlediği şartlara uygun bir şekilde sisteme makale yüklemesi beklenir. Makale şablona uygun bir şekilde hazırlanıp gönderilmiş ise son aşamada makale derginin yayın ilkeleri, yazım kuralları, öz, abstract, extented abstract, kaynakça gösterimi vb. yönlerden incelenir. Bu ayrıntılarda makalede bir sorun varsa yazarın bu hususları tamamlaması istenir ve verilen süre içerisinde eksiksiz bir şekilde yeniden makaleyi göndermesi istenir.
Tüm bu aşamaları geçen makale, editör tarafından bilimsel yeterliliğinin denetlenmesi amacıyla ikinci 7 günlük süre içerisinde çalışmaya uygun iki hakeme değerlendirmeleri için gönderilir. Hakemlerin değerlendirme süreleri 15 gündür. Bu süre zarfında hakemlik görevini tamamlamayan bir hakem olursa ilgili hakeme değerlendirmeyi tamamlaması için 7 günlük ek süre verilebilir. Bu süre zarfında hakem görevini yerine getirmezse yerine yeni bir hakem ataması yapılır. En az iki hakemden gelen raporlar olumlu ise makale yayın aşamasına alınır. Hakem raporlarından birisi olumlu diğeri olumsuz ise makale üçüncü bir hakeme gönderilir. Üçüncü hakem raporu da olumsuz ise makale ret edilir. Üçüncü hakemin değerlendirmesi olumlu ise makaleyle ilgili hakem raporları dergi alan editörlerinden oluşan Editörler Kurulu tarafından incelenir. Makalenin yayınlanmasıyla ilgili nihai karar alan editörlerinden oluşan Editörler Kurulu tarafından verilir. Hakem raporlarının yetersiz ve tatmin etmekten uzak olması veya İngilizce editör tarafından abstract ve extented abstract’ın yetersiz görülmesi hallerinde de yine makaleyle ilgili son karar Editörler Kurulu tarafından verilir. Tüm bu aşamalardan geçen bir makale en yakın sayıya yayınlanmak üzere eklenir. İlgili sayıda yer kalmaması halinde makalenin yayımı bir sonraki sayıya kaydırılır. Bu durumda ve tüm değerlendirme sürecinde yazar isterse makalesini geri çekme hakkına sahiptir. Ancak bu durumu dergiye bildirmesi gerekir. Makale gönderim tarihinden makalenin yayına kabul tarihine kadar tüm bu işlemler için ortalama 3 aylık bir süre öngörülmektedir.