Emotion Measurement of Viewers in Airline Advertisements: Facial Coding Application with Microsoft Azure Face API

Year 2025, Volume: 12 Issue: 1, 190 - 202

Akın Akpur , Burhanettin Zengin , Tuna Çakar

https://doi.org/10.17336/igusbd.1434670

Abstract

Aim: Airlines frequently organize advertising campaigns to attract customers to flights and strengthen their brand image. However, the effectiveness of these campaigns remains limited when measured using traditional methods. The purpose of this study is to evaluate the performance of facial coding technology in measuring emotions in airline advertisements.
Method: This study employs an experimental design and was conducted in a laboratory setting with 40 participants. Numerical emotion data obtained from the Microsoft Azure Face API were analyzed using a statistical software package.
Results: The study revealed that advertisements with a final scene elicited significantly higher levels of happiness compared to advertisements without a final scene.
Conclusion: The findings suggest that the facial coding software used in this study was successful in measuring emotional responses based on the obtained outputs.

Keywords

Airline, Advertisement, Face Coding, Neuromarketing, Consumer

Project Number

2020-50-02-007

Havayolu Reklamlarında İzleyicilerin Duygu Ölçümü: Microsoft Azure Face API ile Yüz Kodlama Uygulaması

Abstract

Amaç: Havayolu işletmeleri, müşterilerini uçuşlara çekmek ve marka imajlarını güçlendirmek için sık sık reklam kampanyaları düzenlerler. Ancak, reklam kampanyalarının etkinliği geleneksel yöntemlerle ölçüldüğünde sınırlı kalabilmektedir. Bu çalışmanın amacı yüz kodlama teknolojisinin havayolu reklamlarında duygu ölçüm performansının değerlendirilmesidir.
Yöntem: Bu çalışma deneysel bir tasarıma sahip olup laboratuvar ortamında 40 denek ile yapılmıştır. Microsoft Azure Face API uygulamasından elde edilen sayısal duygu verileri istatistik paket program aracılığı ile analiz edilmiştir.
Bulgular: Araştırmada final sahnesi olan reklamlar anlamlı şekilde final sahnesi olmayan reklama göre daha fazla mutluluk duygusu oluşturduğu tespit edilmiştir.
Sonuç: Bu çalışma kapsamında kullanılan yüz kodlama yazılımının elde edilen çıktılar çerçevesinde ölçümlemede başarılı olduğu görülmüştür.

Keywords

Havayolu, Reklam, Yüz Kodlama, Nöropazarlama, Tüketici

Ethical Statement

Bu araştırma öncesi etik kurulundan izin alınmıştır. (Sakarya Uygulamalı Bilimler Üniversitesi Rektörlüğü Etik Kurulu tarafından 31/03/2021 tarih ve 05 no’lu toplantıda etik açıdan uygun olduğuna karar verilmiştir

Supporting Institution

Sakarya Uygulamalı Bilimler Üniversitesi Bilimsel Araştırma Projeleri (BAP) Komisyon Başkanlığı

Project Number

2020-50-02-007

Thanks

Sakarya Uygulamalı Bilimler Üniversitesi Bilimsel Araştırma Projeleri (BAP) Komisyon Başkanlığına projeye olan desteklerinden dolayı teşekkür ederiz.

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