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

Leyla Bezgin Ediş; Sabiha Kılıç; Serap Aydın

Araştırma Makalesi

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

Yıl 2024, Cilt: 17 Sayı: 2, 417 - 456, 30.05.2024

Leyla Bezgin Ediş , Sabiha Kılıç , Serap Aydın

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)

Kaynakça

Akbaba, S. (1994). Grupla Psikolojik Danışmanın Sosyal Psikolojik Bir Kavram Olan Özgecilik Üzerindeki Etkisi. [Doktora Tezi, Atatürk Üniversitesi], YÖK Ulusal Tez Merkezi
An, S. (2019). Attention Strategies For Nonprofit Advocacy On Social Media: Results From A National Study Of Homelessness Nonprofits In The United States, [PhD Thesis, University of Pennsylvania], https://core.ac.uk/download/pdf/227276806.pdf
Ashley, C., Tuten, T., (2015). Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychology& Marketing. 32 (1), 15–27. https:/doi.org/10.1002/mar.20761
Astolfi, L., Fallani, F.D.V., Cincotti, F., Mattia, D., Bianchi, L., Marciani, M. G., & Babiloni, F. (2009). Brain activity during the memorization of visual scenes from TV commercials: An application of high-resolution EEG and steady-state somatosensory evoked potentials technologies. Journal of Physiology-Paris, 103(6), 333-341. https:/doi.org/10.1016/j.jphysparis.2009.07.002.
Aydın, S., Güdücü, Ç., Kutluk, F., Öniz, A., & Özgören, M. (2018). The impact of musical experience on neural sound encoding performance. Neuroscience letters, 694, 124-128. https://doi.org/10.3389/fnagi.2012.00030
Balanlı, Z., Hesapçı, Ö. (2018). Sustainability campaigns and consumer ınvolvement: effects of altruism, locus of control, and long-term orientation. Sustainable Development: Concepts, Methodologies, Tools, and Applications, 1133-1150. https://doi.org/10.4018/978-1-4666-6635-1.ch002
Borawska A., Oleksy T., & Maison D. (2020) Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving. PLOS ONE, 15(5), 1-20. https://doi.org/10.1371/journal.pone.0233036
Boshoff, C., Toerien, L., (2017). Subconscious responses to fear-appeal health warnings: An exploratory study of cigarette packaging, South African Journal of Economic and Management Sciences 20(1), 1-13. https://doi.org/10.4102/sajems.v20i1.1630
Brmlab, (2024, Mayıs 14). Closest 10-10 Electrode position to each Brodmann area, https://brmlab.cz/project/brain_hacking/broadmannarea.
Bruner, E., Esteve-Altava, B., & Rasskin, G.D. (2018). Networking brains: modeling spatial relationships of the cerebral cortex. In Digital Endocasts, 191-204.
Carter, R., Aldridge, S., Page, M. & Parker, S. (2019). The Human Brain Book, New York: DK Publishing.
Cartocci, G., Cherubino, P., Rossi, D., Modica, E., Maglione, A. G., Di Flumeri, G., & Babiloni, F. (2016). Gender and age related effects while watching TV advertisements: an EEG study. Computational intelligence and neuroscience, 2016, 1-10, https://doi.org/10.1155/2016/3795325
Cheng, K., Fujita, H., Kanno, I., Miura, S., & Tanaka, K. (1995). Human cortical regions activated by wide-field visual motion: An H2(15)O PET study. Journal Neurophysiol. 74, 413–427. https://doi.org/10.1152/jn.1995.74.1.413
Clow, K.E., Baack, D..E. (2018). Integrated Advertising, Promotion, and Marketing Communications, United States: Pearson Education
Cook, I. A., Warren, C., Pajot, S. K., Schairer, D., & Leuchter, A. F. (2011). Regional brain activation with advertising images. Journal of Neuroscience, Psychology, and Economics, 4(3), 147–160. https://doi.org/10.1037/a0024809
Damiani, D., Nascimento, A. M., & Pereira, L. K. (2017). Cortical brain functions–The brodmann legacy in the 21st Century. Arquivos Brasileiros de Neurocirurgia: Brazilian Neurosurgery, 39(04), 261-270. https://doi.org/ 10.1055/s-0036-1597573.
Davies, M. (1992). Developing combinations of message appeals for campaign management, European Journal of Marketing, 27(1), 45-63.
De Carli, D., Garreffa, G., Colonnese, C., Giulietti, G., Labruna, L., Briselli, E., & (2007). Identification of activated regions during a language task. Magn. Reson. Imaging 25, 933–938. https://10.1016/j.mri.2007.03.031
Deitz, G. D., Royne, M. B., Peasley, M. C., & Coleman, J. T. (2016). EEG-based measures versus panel ratings: Predicting social media-based behavioral response to Super Bowl ads. Journal of Advertising Research, 56(2), 217-227. https://10.2501/JAR-2016-030
Dodoo, N. A., Wen, J. (2019). A path to mitigating SNS ad avoidance: Tailoring messages to individual personality traits. Journal of Interactive Advertising, 19(2), 116–132. https://doi.org/10.1080/15252019.2019.1573159
Doyle, P., Stern, P. (2006). Marketing management and strategy (4. ed). Financial Times/Prentice Hall.
Dubin, M. (2001). How the brain works, Blackwell Science.
Dulabh, M. R. (2019). Analysing cognitive emotional and behavioural engagement to ınteractive retail websites using Electroencephalogram (EEG) technology and surveys. [Ph.D. Thesis, The University of Manchester, United Kingdom], ProQuest Dissertations & Theses Global.
Duru, E. (2002). Öğretmen adaylarında kişi durum yaklaşımı bağlamında yardım etme davranışı eğilimi, empati ve düşünme stilleri ilişkisi ve bu değişkenlerin bazı psikososyal değişkenler açısından incelenmesi (Doktora Tezi, Dokuz Eylül Üniversitesi, İzmir), YÖK Ulusal Tez Merkezi
Düzgüner, S. (2019). Pro-sosyal davranışlarda diğerkâmlığın (özgecilik) tanımı ve konumu. Bilimname. 2019(40), 351-373, https://doi.org/10.28949/bilimname.595847
Eijlers, E., Boksem, M. A., & Smidts, A. (2020). Measuring neural arousal for advertisements and its relationship with advertising success. Frontiers in Neuroscience, 14, 736, https://doi.org/10.3389/fnins.2020.00736
Einolf, C. J. (2010). Does extensivity form part of the altruistic personality? An empirical test of Oliner and Oliner’s theory. Social Science Research, 39(1), 142–151, https://doi.org/10.1016/j.ssresearch.2009.02.003
Elden, M., ve Bakır, U. (2010). Reklam Çekicilikleri, Cinsellik, Mizah, Korku, İstanbul: İletişim Yayınları
Fehr, E., ve Fischbacher, U. (2003). The nature of human altruism. Nature, 425(6960), 785–791. https://doi.org/10.1038/nature02043
Fox, P., Ingham, R., Ingham, J., Zamarripa, F., Xiong, J., & Lancaster, J. (2000). Brain correlates of stuttering and syllable production. A PET performance-correlation analysis. Brain 123, 1985–2004. https://doi.org/10.1093/brain/123.10.1985
Fox, S., ve Hamburger, Y.A. (2001). The power of emotional appeals in promoting organizational change programs, Academy of Management Executive, 15(4), 84-94. http://www.jstor.org/stable/4165788.
García-Madariaga, J., Moya, I., Recuero, N., & Blasco, M. F. (2020). Revealing unconscious consumer reactions to advertisements that include visual metaphors. A neurophysiological experiment. Frontiers in Psychology, 11, 760. https://doi.org/10.3389/fpsyg.2020.00760
Gauba, H., Kumar, P., Roy, P. P., Singh, P., Dogra, D. P., & Raman, B. (2017). Prediction of advertisement preference by fusing EEG response and sentiment analysis. Neural Networks, 92, 77-88. https://doi.org/10.1016/j.neunet.2017.01.013
Golan, G.J., Zaidner, L., (2008). Creative strategies in viral advertising: An application of taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication. 13 (4), 959–972. https://doi.org/10.1111/j.1083-6101.2008.00426.x
Goldenberg, G. (2004). The life of phineas gage – stories and reality. Cortex., 40(3), 552-555.
Guldin, W. O., Grusser, O. J. (1998). Is there a vestibular cortex? Trends in Neurosciences, 21, 254–259. https://doi.org/10.1016/s0166-2236(97)01211-3.
Guoalla, M.A. Belch, G.E. & Belch, M.A. (2007). Advertising promotion, an ıntegrated marketing communications perspective, Canada: Sixth Canadion Edition.
Gürdin, B. (2016). Sigara karşıtı televı̇zyon reklamlarında kullanılan korku çekiciliği faktörü etkinliğinin beyı̇n görüntüleme teknı̇ğı̇ ı̇le ölçümü, [Doktora Tezi, Aydın Adnan Menderes Üniversitesi], YÖK Ulusal Tez Merkezi
Ham, C. D., Lee, J., Hayes, J. L., & Bae, Y. H. (2019). Exploring sharing behaviors across social media platforms. International Journal of Market Research, 61(2), 157-177. https://doi.org/10.1177/1470785318782790
Harms, B., Bijmolt, T.H.A., & Hoekstra, J.C., (2017). Digital native advertising: practitioner perspectives and a research agenda. Journal of Interactive Advertising 17 (2), 80–91. https://doi.org/10.1080/15252019.2017.1357513
Harris, J.M., Ciorciari, J., & Gountas, J., (2019). Consumer neuroscience and digital/social media health/social cause advertisement effectiveness. Behavior Science 9 (4), 42. https://doi.org/10.3390/bs9040042
Haynes, M., J. Thornton, & S. C. Jones. (2004). An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print ımagery on donation behaviour in animal welfare, http://ro.uow.edu.au/cgi/viewcontent.cgi?article= 1086&context=hbspapers.
Hur, S. Lee, J.E. & Stoel, L. (2018). Fairtrade advertising: Influences of information type and emotional appeal congruency, Journal of Marketing Communications, 186-206. https://doi.org/10.1080/13527266.2018.1511626
Johannsen, P., Jakobsen, J., Bruhn, P., Hansen, S. B., Gee, A., Stødkilde-Jørgensen, H., & Gjedde, A. (1997). Cortical sites of sustained and divided attention in normal elderly humans. Neuroimage, 6(3), 145-155.
Joy, R.C, George, T.S., Rajan, A., & Subathra, M.S. (2021). Detection of ADHD From EEG signals using different entropy measures and ANN. Clinical EEG and Neuroscience, 53, 12 - 23. https://doi.org/10.1177/15500594211036788
Kannathal N, Min L C, Rajendra A U (2005) Entropies for detection of epilepsy in EEG. Computer Methods and Programs in Biomedicine, 80(3), 187-194. https://doi.org/10.1016/j.cmpb.2005.06.012
Kara, O., (2023, Şubat 22). Digital 2023 Turkey, https://omgiletisim.com/we-are-social-dijital-2023-global-ve-turkiye-raporu-yayinlandi/
Kessels, L. T., Ruiter, R. A., Wouters, L., & Jansma, B. M. (2014). Neuroscientific evidence for defensive avoidance of fear appeals. International Journal of Psychology, 49(2), 80-88. https://doi.org/10.1002/ijop.12036
Khadir, A., Maghareh, M., Sasani Ghamsari, S., & Beigzadeh, B. (2023). Brain activity characteristics of RGB stimulus: an EEG study. Scientific Reports, 13(1), 18988. https://doi.org/10.1038/s41598-023-46450-z
Ko, L. W., Komarov, O., Hairston, W. D., Jung, T. P., & Lin, C. T. (2017). Sustained attention in real classroom settings: An EEG study. Frontiers Human Neuroscience, 11, 388. https://doi.org/10.3389/fnhum.2017.00388
Kotler, P., Armstrong G., Saunders, J., & Wong, V. (1999). Principles of Marketing, Prentice Hall.
Kübler, A., Dixon, V., & Garavan, H. (2006). Automaticity and reestablishment of executive control-an fMRI study. J. Cognitive. Neuroscience, 18, 1331–1342. https://doi.org/10.1162/jocn.2006.18.8.1331.
Lee, J., Hong, I.B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity, International Journal of Information Management, 36, 360–373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Leonhardt, J. M., ve Peterson, R. T. (2019). Should charity promotions appeal to altruism? International Journal of Nonprofit and Voluntary Sector Marketing, 24(1), 1-7. https://www.jstor.org/stable/24749841
Li, W., Ming, D., Xu, R., Ding, H., Qi, H., & Wan, B. (2013). Research on visual attention classification based on eeg entropy parameters. In Long, M. (eds) World Congress on Medical Physics and Biomedical Engineering May 26-31, 2012, Beijing, China. IFMBE Proceedings, vol 39. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-29305-4_408
Lim, H. S., Bouchacourt, L., & Brown‐Devlin, N. (2020). Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects. Journal of Consumer Behaviour, 20(4), 849-861. https://doi.org/10.1002/cb.1898
Lu, C., Jiang, Y., Zhao, X., & Fang, P. (2020). Will helping others also benefit you? Chinese adolescents’ altruistic personality traits and life satisfaction. Journal of Happiness Studies, 21, 1407-1425. https://doi.org/10.1007/s10902-019-00134-6
Ma, W. W., ve Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in human behavior, 39, 51-58. https://doi.org/10.1016/j.chb.2014.06.015
Malouin, F., Richards, C., Jackson, P., Dumas, F., & Doyon, J. (2003). Brain activations during motor imagery of locomotor-related tasks: A PET study. Human Brain Mapping. 19, 47–62. https://doi.org/10.1002/hbm.10103
Mancas, M. (2016). From Human Attention to Computational Attention. Springer Series in Cognitive and Neural Systems, In Mancas, M., Ferrera, V., Riche, N., Taylor, J. (Eds), What Is Attention?. (pp. 9-20). Springer, New York, NY. https://doi.org/10.1007/978-1-4939-3435-5_2
Matsumura, M., Sadato, N., Kochiyama, T., Nakamura, S., Naito, E., Matsunami, K., Kawashima,R., Fukuda, H., & Yonekura, Y. (2004). Role of the cerebellum in implicit motor skill learning: A PET study. Brain Research Bulletin, 63, 471–483. https://doi.org/10.1016/j.brainresbull.2004.04.008.
Erişim tarihi: 15 Mayıs 2024, https://www.mathworks.com/help/signal/ref/pentropy.html
Mesulam, M. M. (1981). A cortical network for directed attention and unilateral neglect. Annals of Neurology. 10, 309–325. https://doi.org/10.1002/ana.410100402
Miller, N. D., Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. https://doi.org/10.1108/07363769910250769
Missaglia, A., Oppo, A., Mauri, M., Ghiringhelli, B., Ciceri, A., & Russo, V., (2017). The impact of emotions on recall: An empirical study on social ads. Journal of Consumer Behaviour. 1-10. https://doi.org/10.1002/cb.1642C
Moorlock, G., & Draper, H. (2018). Empathy, social media, and directed altruistic living organ donation. Bioethics, 32(5), 289-297. https://doi.org/10.1111/bioe.12438
Mueller, Barbara (1987). Reflections of culture: an analysis of Japanese and American advertising appeals, Journal of Advertising Research, 27 (3), 51–59.
Nemorin, S. (2015). Augmenting Animality: Neuromarketing as a Pedagogy of Communicative Surveillance [Ph.D. Thesis, University of Toronto, Canada]. ProQuest Dissertations & Theses Global.
Nguyen, T. H., & Chung, W. Y. (2019). Negative news recognition during social media news consumption using EEG. IEEE Access, 7, 133227-133236. https://doi.org/10.1109/ACCESS.2019.2941251.
Noor’ain Mohamad Yunus, D. S., Ab Lati, S. M. A., Noor Azzah Said, S. F., & Jailani, A. K. (2018). Organ donation ıntention: the influence of attitude, altruism and spiritual belief in Malaysia. Indian Journal of Public Health, 9(11). https://doi.org/10.5958/0976-5506.2018.01636.4
Öztürk, M.O., Uluşahin, N.A. (2005). Ruh Sağlığı ve Bozuklukları, Nobel Yayınları.
Pardo, J. V., Fox, P. T., & Raichle, M. E. (1991). Localization of a human system for sustained attention by positron emission tomography. Nature 349, 61–64.
Phan, T. D. (2016). Bayesian dynamic modeling and its applications in marketing and neuroscience, [PhD Thesis, America: University of Pennsylvania]
Piwowarski, M. (2017). Neuroanatomical and Neurobiochemical Fundamentals Neuroeconomic and Behavioral Aspects of Decision Making, In Nermend K. Łatuszyńska M.(Eds). Cognitive Neuroscience Techniques in Examining the Effectiveness of Social Advertisements, (pp. 341-352). Springer Proceedings in Business and Economics.
Posner, M. I., Inhoff, A. W., Friedrich, F. J., & Cohen, A. (1987). Isolating attentional systems: A cognitive-anatomical analysis. Psychobiology 15, 107–121.
Rabiner L.R., ve Gold, B. (1975). Theory and Application of Digital Signal Processing. Prentice-Hall
Rabiner, L.R, Herrmann, O. (1973). The predictability of certain optimum finite-impulse-response digital filters, IEEE Trans. Circuit Theory, 20(4), 401–408. https://doi.org/10.1109/TCT.1973.1083705
Rämä, P., Martinkauppi, S., Linnankoski, I., Koivisto, J., Aronen, H., & Carlson, S. (2001). Working memory of identification of emotional vocal expressions: An fMRI study. Neuroimage 13, 1090–1091. https://doi.org/10.1006/nimg.2001.0777
Rezaeezadeh, M., Shamekhi, S. & Shamsi, M. (2020). Attention Deficit Hyperactivity Disorder Diagnosis using non-linear univariate and multivariate EEG measurements: a preliminary study. Physical and Engineering Sciences in Medicine, 43, 577–592. https://doi.org/10.1007/s13246-020-00858-3
Ruff, C.C., Huettel, S.A. (2014). Neuroeconomics. In Paul W. Glimcher, Enest Fehr (Eds.) Experimental methods in cognitive neuroscience, (pp.77-108). Academic Press. https://doi.org/10.1016/B978-0-12-416008-8.00006-1
Sadedil, S.N.K. (2016). Pazarlama mesajlarının etkinliği açısından geleneksel pazarlama araştırmaları ile nöropazarlama araştırmalarının karşılaştırılması sigara paketleri üzerindeki caydırıcı mesajların, sigara kullanma alışkanlıkları üzerindeki etkisi, [Doktora Tezi Marmara Üniversitesi], YÖK Ulusal Tez Merkezi
Safarov, A. (2020). Televı̇zyon reklamlarında ı̇kna edı̇cı̇ mesaj unsuru olarak çekı̇cı̇lı̇klerı̇n kullanımı: özbekı̇stan'dakı̇ televı̇zyon reklamları üzerı̇ne bı̇r ı̇nceleme, [Doktora Tezi, Ege Üniversitesi], YÖK Ulusal Tez Merkezi
Saffari, F., Zarei, S., Kakaria, S., Bigné, E., Bruni, L. E., & Ramsøy, T. Z. (2023). The role of stimuli-driven and goal-driven attention in shopping decision-making behaviors—An EEG and VR study. Brain Sciences, 13(6), 928. https://doi.org/10.3390/brainsci13060928
Shahzad, M.F., Yuan, J., Arif, F. & Waheed, A. (2024), Inside out. social media videos and destination branding. neuromarketing using eeg technique, Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-08-2022-0236
Singer, N. (2018). What You Don't Know About How Facebook Uses Your Data. New York Times. https://www.nytimes. com/2018/04/11/technology/facebook-privacy-hearings.html.
Sisler, J. (2012). Crowdfunding for medical expenses. Canadian Medical Association Journal, 184(2), https://doi.org/10.1503/cmaj.109-4084.
Small, D. A., N. M. Verrochi. (2009). The face of need: facial emotion expression on charity advertisements, Journal of Marketing Research, 46 (6), 777–787. https://doi.org/10.1509/jmkr.46.6.777_JMR6F
Smith E.E, Hoeksema S.N, Fredrickson, B. & Loftus, G.R. (2020). Psikolojiye Giriş, Çev. Öznur Öncül, Deniz Ferhatoğlu, Arkadaş Yayınevi.
Song, S. Y., Kim, Y. K. (2019). Doing good better: Impure altruism in green apparel advertising. Sustainability, 11(20), 1-20. https://doi.org/10.3390/su11205762
Souza, R. H. C. E., & Naves, E. L. M. (2021). Attention detection in virtual environments using EEG signals: a scoping review. Frontiers in Physiology, 12, 727840. https://doi.org/10.3389/fphys.2021.727840
Sözer, A. T., Fidan, C. B. (2019). Emotiv epoc ile durağan hal görsel uyarılmış potansiyel temelli beyin bilgisayar arayüzü uygulaması. Bitlis Eren Üniversitesi Fen Bilimleri Dergisi, 8(1), 158-166. https://doi.org/10.17798/bitlisfen.445574
Strotzer, M. (2009). One century of brain mapping using Brodmann areas. Clinical Neuroradiology, 19(3), 179-186. https://doi.org/10.1007/s00062-009-9002-3
Tech Report, (2023, Şubat). Nonprofit Tech For Good Report 2023, Nonprofıt Tech For Good, https://www.nptechforgood.com/wp-content/uploads/2023/02/Nonprofit-Tech-for-Good-Report-Final2-2023.pdf
Tellis, G.J., MacInnis, D.J., Tirunillai, S., & Zhang, Y., (2019). What drives the virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal Marketing. 83 (4), 1–20. https://doi.org/10.1177/0022242919841034
Thatcher, R.W., Bıver, C.J., ve North, D.M. (2015). North Network Connectivity And Loreta Z Score Biofeedback, Z Score Neurofeedback Clinical Applications, Ed. Robert W. Thatcher, Joel F. Lubar, (pp. 23- 37)., Elsevier Inc.,
Thompson, J. (2019). What is a consumer psychographic? Hous- ton Chronicle. https://smallbusiness.chron.com/ consumer-psychographic-66558.html.
Tosun, M., Erginli, M., Kasım, Ö., Uğraş, B., Tanrıverdi, Ş., & Kavak, T. (2018). EEG verileri kullanılarak fiziksel el hareketleri ve bu hareketlerin hayalinin yapay sinir ağları ile sınıflandırılması, Sakarya University Journal of Computer and Information Sciences, 1(2), 1-9. https://doi.org/10.35377/saucis.01.02.443999
Tutar, H. (2016, Haziran 14). Duygular ve Heyecanlar, Davranış Bilimleri, Atatürk Üniversitesi: Açık Öğretim Fakültesi, https://disk.yandex.com.tr/d/MITPsQAlsU4LU
Tüfekçi, Ö. K. Akbıyık, F. (2023). Investigation of images on social media with EEG during the COVID-19 pandemic. Journal of Current Researches on Business and Economics, 13 (1), 119-150. https://doi.org/10.1016/j.seizure.2020.10.014
Tüfekçi, Z. (2013). Not this one. American Behavioral Scientist, 57(7), 848–870. https://doi.org/10.1177/0002764213479369
UNICEF Türkiye, [@unicefturkiye], (Şubat, 4). https://www.instagram.com/unicefturkiye?igsh=MXc4cHRhcHA2MzlzOQ==
Ustaahmetoğlu, E. (2015). Nöropazarlama üzerine bir değerlendirme. Business & Management Studies: An International Journal, 3(2), 154-168.
Üngüren, E. (2015). Beynin nöroanatomik ve nörokimsayal yapısının kişilik ve davranış üzerindeki etkisi. Uluslararası Alanya İşletme Fakültesi Dergisi, 7(1), 189-219.
Varan, D., Lang, A., Barwise, P., Weber, R., & Bellman, S. (2015). How reliable are neuromarketers' measures of advertising effectiveness?: Data from ongoing research holds no common truth among vendors. Journal of advertising research, 55(2), 176-191. https://doi.org/10.2501/JAR-55-2-176-191
Vozzi, A., Ronca, V., Aricò, P., Borghini, G., Sciaraffa, N., Cherubino, P., & Di Flumeri, G. (2021). The sample size matters: to what extent the participant reduction affect the outcomes of a neuroscientific research? A case-study in the neuromarketing field. Sensors, 21(18), 6088. https://doi.org/10.3390/s21186088
Wajid, A., Raziq, M. M., Ahmed, Q. M., & Ahmad, M. (2021). Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements. Journal of Retailing and Consumer Services, 59, 102373, https://doi.org/10.1016/j.jretconser.2020.102373
Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How Nonprofit Organizatios are using Facebook. Public relations review, 35(2), 102-106. https://doi.org/10.1016/j.pubrev.2009.01.006
We Are Social, (2021). Digital 2021 Turkey, We Are Social Ltd Registered in England and Wales https://wearesocial.com/digital-2021.
Wei, Z., Wu, C., Wang, X., Supratak, A., Wang, P., & Guo, Y. (2018). Using support vector machine on EEG for advertisement impact assessment. Frontiers in neuroscience, 12, 76, https://doi.org/10.3389/fnins.2018.00076
Widmaier, E.P., Raff, H., & Strang, K.T. (2018). İnsan Fizyolojisi Vücut Fonksiyon Mekanizmaları, Çev. Tuncay Özgünen, Zeynep Solakoğlu, Güneş Tıp Kitabevleri.
Xu, J., Zhong, B. (2018). Review on portable EEG technology in educational research. Computers in Human Behavior, 81, 340-349. https://doi.org/10.1016/j.chb.2017.12.037
Yakar, K. (2005). Fizyoloji, Ankara: Nobel Yayınları.
Yen, C., Chiang, M. C. (2021). Examining the effect of online advertisement cues on human responses using eye-tracking, EEG, and MRI. Behavioural Brain Research, 402, 113128, https://doi.org/10.1016/j.bbr.2021.113128
Yörük, A. (2019). Uyku apnesinde eeg verilerinin spektral analizi, [Yüksek Lisans Tezi, Kütahya Dumlupınar Üniversitesi), YÖK Ulusal Tez Merkezi
Zhang, H., Sun, J., Liu, F. & G. Knight, J. (2014), Be rational or be emotional: advertising appeals, service types, and consumer responses, European Journal of Marketing, 48(11/12), 2105-2126.
Zilles, K., Amunts, K. (2010). Centenary of Brodmann's map—conception and fate. Nature Reviews Neuroscience, 11(2), 139-145. https://doi.org/10.1038/nrn2776

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

Yıl 2024, Cilt: 17 Sayı: 2, 417 - 456, 30.05.2024

Leyla Bezgin Ediş , Sabiha Kılıç , Serap Aydın

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)

Kaynakça

Akbaba, S. (1994). Grupla Psikolojik Danışmanın Sosyal Psikolojik Bir Kavram Olan Özgecilik Üzerindeki Etkisi. [Doktora Tezi, Atatürk Üniversitesi], YÖK Ulusal Tez Merkezi
An, S. (2019). Attention Strategies For Nonprofit Advocacy On Social Media: Results From A National Study Of Homelessness Nonprofits In The United States, [PhD Thesis, University of Pennsylvania], https://core.ac.uk/download/pdf/227276806.pdf
Ashley, C., Tuten, T., (2015). Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychology& Marketing. 32 (1), 15–27. https:/doi.org/10.1002/mar.20761
Astolfi, L., Fallani, F.D.V., Cincotti, F., Mattia, D., Bianchi, L., Marciani, M. G., & Babiloni, F. (2009). Brain activity during the memorization of visual scenes from TV commercials: An application of high-resolution EEG and steady-state somatosensory evoked potentials technologies. Journal of Physiology-Paris, 103(6), 333-341. https:/doi.org/10.1016/j.jphysparis.2009.07.002.
Aydın, S., Güdücü, Ç., Kutluk, F., Öniz, A., & Özgören, M. (2018). The impact of musical experience on neural sound encoding performance. Neuroscience letters, 694, 124-128. https://doi.org/10.3389/fnagi.2012.00030
Balanlı, Z., Hesapçı, Ö. (2018). Sustainability campaigns and consumer ınvolvement: effects of altruism, locus of control, and long-term orientation. Sustainable Development: Concepts, Methodologies, Tools, and Applications, 1133-1150. https://doi.org/10.4018/978-1-4666-6635-1.ch002
Borawska A., Oleksy T., & Maison D. (2020) Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving. PLOS ONE, 15(5), 1-20. https://doi.org/10.1371/journal.pone.0233036
Boshoff, C., Toerien, L., (2017). Subconscious responses to fear-appeal health warnings: An exploratory study of cigarette packaging, South African Journal of Economic and Management Sciences 20(1), 1-13. https://doi.org/10.4102/sajems.v20i1.1630
Brmlab, (2024, Mayıs 14). Closest 10-10 Electrode position to each Brodmann area, https://brmlab.cz/project/brain_hacking/broadmannarea.
Bruner, E., Esteve-Altava, B., & Rasskin, G.D. (2018). Networking brains: modeling spatial relationships of the cerebral cortex. In Digital Endocasts, 191-204.
Carter, R., Aldridge, S., Page, M. & Parker, S. (2019). The Human Brain Book, New York: DK Publishing.
Cartocci, G., Cherubino, P., Rossi, D., Modica, E., Maglione, A. G., Di Flumeri, G., & Babiloni, F. (2016). Gender and age related effects while watching TV advertisements: an EEG study. Computational intelligence and neuroscience, 2016, 1-10, https://doi.org/10.1155/2016/3795325
Cheng, K., Fujita, H., Kanno, I., Miura, S., & Tanaka, K. (1995). Human cortical regions activated by wide-field visual motion: An H2(15)O PET study. Journal Neurophysiol. 74, 413–427. https://doi.org/10.1152/jn.1995.74.1.413
Clow, K.E., Baack, D..E. (2018). Integrated Advertising, Promotion, and Marketing Communications, United States: Pearson Education
Cook, I. A., Warren, C., Pajot, S. K., Schairer, D., & Leuchter, A. F. (2011). Regional brain activation with advertising images. Journal of Neuroscience, Psychology, and Economics, 4(3), 147–160. https://doi.org/10.1037/a0024809
Damiani, D., Nascimento, A. M., & Pereira, L. K. (2017). Cortical brain functions–The brodmann legacy in the 21st Century. Arquivos Brasileiros de Neurocirurgia: Brazilian Neurosurgery, 39(04), 261-270. https://doi.org/ 10.1055/s-0036-1597573.
Davies, M. (1992). Developing combinations of message appeals for campaign management, European Journal of Marketing, 27(1), 45-63.
De Carli, D., Garreffa, G., Colonnese, C., Giulietti, G., Labruna, L., Briselli, E., & (2007). Identification of activated regions during a language task. Magn. Reson. Imaging 25, 933–938. https://10.1016/j.mri.2007.03.031
Deitz, G. D., Royne, M. B., Peasley, M. C., & Coleman, J. T. (2016). EEG-based measures versus panel ratings: Predicting social media-based behavioral response to Super Bowl ads. Journal of Advertising Research, 56(2), 217-227. https://10.2501/JAR-2016-030
Dodoo, N. A., Wen, J. (2019). A path to mitigating SNS ad avoidance: Tailoring messages to individual personality traits. Journal of Interactive Advertising, 19(2), 116–132. https://doi.org/10.1080/15252019.2019.1573159
Doyle, P., Stern, P. (2006). Marketing management and strategy (4. ed). Financial Times/Prentice Hall.
Dubin, M. (2001). How the brain works, Blackwell Science.
Dulabh, M. R. (2019). Analysing cognitive emotional and behavioural engagement to ınteractive retail websites using Electroencephalogram (EEG) technology and surveys. [Ph.D. Thesis, The University of Manchester, United Kingdom], ProQuest Dissertations & Theses Global.
Duru, E. (2002). Öğretmen adaylarında kişi durum yaklaşımı bağlamında yardım etme davranışı eğilimi, empati ve düşünme stilleri ilişkisi ve bu değişkenlerin bazı psikososyal değişkenler açısından incelenmesi (Doktora Tezi, Dokuz Eylül Üniversitesi, İzmir), YÖK Ulusal Tez Merkezi
Düzgüner, S. (2019). Pro-sosyal davranışlarda diğerkâmlığın (özgecilik) tanımı ve konumu. Bilimname. 2019(40), 351-373, https://doi.org/10.28949/bilimname.595847
Eijlers, E., Boksem, M. A., & Smidts, A. (2020). Measuring neural arousal for advertisements and its relationship with advertising success. Frontiers in Neuroscience, 14, 736, https://doi.org/10.3389/fnins.2020.00736
Einolf, C. J. (2010). Does extensivity form part of the altruistic personality? An empirical test of Oliner and Oliner’s theory. Social Science Research, 39(1), 142–151, https://doi.org/10.1016/j.ssresearch.2009.02.003
Elden, M., ve Bakır, U. (2010). Reklam Çekicilikleri, Cinsellik, Mizah, Korku, İstanbul: İletişim Yayınları
Fehr, E., ve Fischbacher, U. (2003). The nature of human altruism. Nature, 425(6960), 785–791. https://doi.org/10.1038/nature02043
Fox, P., Ingham, R., Ingham, J., Zamarripa, F., Xiong, J., & Lancaster, J. (2000). Brain correlates of stuttering and syllable production. A PET performance-correlation analysis. Brain 123, 1985–2004. https://doi.org/10.1093/brain/123.10.1985
Fox, S., ve Hamburger, Y.A. (2001). The power of emotional appeals in promoting organizational change programs, Academy of Management Executive, 15(4), 84-94. http://www.jstor.org/stable/4165788.
García-Madariaga, J., Moya, I., Recuero, N., & Blasco, M. F. (2020). Revealing unconscious consumer reactions to advertisements that include visual metaphors. A neurophysiological experiment. Frontiers in Psychology, 11, 760. https://doi.org/10.3389/fpsyg.2020.00760
Gauba, H., Kumar, P., Roy, P. P., Singh, P., Dogra, D. P., & Raman, B. (2017). Prediction of advertisement preference by fusing EEG response and sentiment analysis. Neural Networks, 92, 77-88. https://doi.org/10.1016/j.neunet.2017.01.013
Golan, G.J., Zaidner, L., (2008). Creative strategies in viral advertising: An application of taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication. 13 (4), 959–972. https://doi.org/10.1111/j.1083-6101.2008.00426.x
Goldenberg, G. (2004). The life of phineas gage – stories and reality. Cortex., 40(3), 552-555.
Guldin, W. O., Grusser, O. J. (1998). Is there a vestibular cortex? Trends in Neurosciences, 21, 254–259. https://doi.org/10.1016/s0166-2236(97)01211-3.
Guoalla, M.A. Belch, G.E. & Belch, M.A. (2007). Advertising promotion, an ıntegrated marketing communications perspective, Canada: Sixth Canadion Edition.
Gürdin, B. (2016). Sigara karşıtı televı̇zyon reklamlarında kullanılan korku çekiciliği faktörü etkinliğinin beyı̇n görüntüleme teknı̇ğı̇ ı̇le ölçümü, [Doktora Tezi, Aydın Adnan Menderes Üniversitesi], YÖK Ulusal Tez Merkezi
Ham, C. D., Lee, J., Hayes, J. L., & Bae, Y. H. (2019). Exploring sharing behaviors across social media platforms. International Journal of Market Research, 61(2), 157-177. https://doi.org/10.1177/1470785318782790
Harms, B., Bijmolt, T.H.A., & Hoekstra, J.C., (2017). Digital native advertising: practitioner perspectives and a research agenda. Journal of Interactive Advertising 17 (2), 80–91. https://doi.org/10.1080/15252019.2017.1357513
Harris, J.M., Ciorciari, J., & Gountas, J., (2019). Consumer neuroscience and digital/social media health/social cause advertisement effectiveness. Behavior Science 9 (4), 42. https://doi.org/10.3390/bs9040042
Haynes, M., J. Thornton, & S. C. Jones. (2004). An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print ımagery on donation behaviour in animal welfare, http://ro.uow.edu.au/cgi/viewcontent.cgi?article= 1086&context=hbspapers.
Hur, S. Lee, J.E. & Stoel, L. (2018). Fairtrade advertising: Influences of information type and emotional appeal congruency, Journal of Marketing Communications, 186-206. https://doi.org/10.1080/13527266.2018.1511626
Johannsen, P., Jakobsen, J., Bruhn, P., Hansen, S. B., Gee, A., Stødkilde-Jørgensen, H., & Gjedde, A. (1997). Cortical sites of sustained and divided attention in normal elderly humans. Neuroimage, 6(3), 145-155.
Joy, R.C, George, T.S., Rajan, A., & Subathra, M.S. (2021). Detection of ADHD From EEG signals using different entropy measures and ANN. Clinical EEG and Neuroscience, 53, 12 - 23. https://doi.org/10.1177/15500594211036788
Kannathal N, Min L C, Rajendra A U (2005) Entropies for detection of epilepsy in EEG. Computer Methods and Programs in Biomedicine, 80(3), 187-194. https://doi.org/10.1016/j.cmpb.2005.06.012
Kara, O., (2023, Şubat 22). Digital 2023 Turkey, https://omgiletisim.com/we-are-social-dijital-2023-global-ve-turkiye-raporu-yayinlandi/
Kessels, L. T., Ruiter, R. A., Wouters, L., & Jansma, B. M. (2014). Neuroscientific evidence for defensive avoidance of fear appeals. International Journal of Psychology, 49(2), 80-88. https://doi.org/10.1002/ijop.12036
Khadir, A., Maghareh, M., Sasani Ghamsari, S., & Beigzadeh, B. (2023). Brain activity characteristics of RGB stimulus: an EEG study. Scientific Reports, 13(1), 18988. https://doi.org/10.1038/s41598-023-46450-z
Ko, L. W., Komarov, O., Hairston, W. D., Jung, T. P., & Lin, C. T. (2017). Sustained attention in real classroom settings: An EEG study. Frontiers Human Neuroscience, 11, 388. https://doi.org/10.3389/fnhum.2017.00388
Kotler, P., Armstrong G., Saunders, J., & Wong, V. (1999). Principles of Marketing, Prentice Hall.
Kübler, A., Dixon, V., & Garavan, H. (2006). Automaticity and reestablishment of executive control-an fMRI study. J. Cognitive. Neuroscience, 18, 1331–1342. https://doi.org/10.1162/jocn.2006.18.8.1331.
Lee, J., Hong, I.B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity, International Journal of Information Management, 36, 360–373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Leonhardt, J. M., ve Peterson, R. T. (2019). Should charity promotions appeal to altruism? International Journal of Nonprofit and Voluntary Sector Marketing, 24(1), 1-7. https://www.jstor.org/stable/24749841
Li, W., Ming, D., Xu, R., Ding, H., Qi, H., & Wan, B. (2013). Research on visual attention classification based on eeg entropy parameters. In Long, M. (eds) World Congress on Medical Physics and Biomedical Engineering May 26-31, 2012, Beijing, China. IFMBE Proceedings, vol 39. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-29305-4_408
Lim, H. S., Bouchacourt, L., & Brown‐Devlin, N. (2020). Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects. Journal of Consumer Behaviour, 20(4), 849-861. https://doi.org/10.1002/cb.1898
Lu, C., Jiang, Y., Zhao, X., & Fang, P. (2020). Will helping others also benefit you? Chinese adolescents’ altruistic personality traits and life satisfaction. Journal of Happiness Studies, 21, 1407-1425. https://doi.org/10.1007/s10902-019-00134-6
Ma, W. W., ve Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in human behavior, 39, 51-58. https://doi.org/10.1016/j.chb.2014.06.015
Malouin, F., Richards, C., Jackson, P., Dumas, F., & Doyon, J. (2003). Brain activations during motor imagery of locomotor-related tasks: A PET study. Human Brain Mapping. 19, 47–62. https://doi.org/10.1002/hbm.10103
Mancas, M. (2016). From Human Attention to Computational Attention. Springer Series in Cognitive and Neural Systems, In Mancas, M., Ferrera, V., Riche, N., Taylor, J. (Eds), What Is Attention?. (pp. 9-20). Springer, New York, NY. https://doi.org/10.1007/978-1-4939-3435-5_2
Matsumura, M., Sadato, N., Kochiyama, T., Nakamura, S., Naito, E., Matsunami, K., Kawashima,R., Fukuda, H., & Yonekura, Y. (2004). Role of the cerebellum in implicit motor skill learning: A PET study. Brain Research Bulletin, 63, 471–483. https://doi.org/10.1016/j.brainresbull.2004.04.008.
Erişim tarihi: 15 Mayıs 2024, https://www.mathworks.com/help/signal/ref/pentropy.html
Mesulam, M. M. (1981). A cortical network for directed attention and unilateral neglect. Annals of Neurology. 10, 309–325. https://doi.org/10.1002/ana.410100402
Miller, N. D., Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. https://doi.org/10.1108/07363769910250769
Missaglia, A., Oppo, A., Mauri, M., Ghiringhelli, B., Ciceri, A., & Russo, V., (2017). The impact of emotions on recall: An empirical study on social ads. Journal of Consumer Behaviour. 1-10. https://doi.org/10.1002/cb.1642C
Moorlock, G., & Draper, H. (2018). Empathy, social media, and directed altruistic living organ donation. Bioethics, 32(5), 289-297. https://doi.org/10.1111/bioe.12438
Mueller, Barbara (1987). Reflections of culture: an analysis of Japanese and American advertising appeals, Journal of Advertising Research, 27 (3), 51–59.
Nemorin, S. (2015). Augmenting Animality: Neuromarketing as a Pedagogy of Communicative Surveillance [Ph.D. Thesis, University of Toronto, Canada]. ProQuest Dissertations & Theses Global.
Nguyen, T. H., & Chung, W. Y. (2019). Negative news recognition during social media news consumption using EEG. IEEE Access, 7, 133227-133236. https://doi.org/10.1109/ACCESS.2019.2941251.
Noor’ain Mohamad Yunus, D. S., Ab Lati, S. M. A., Noor Azzah Said, S. F., & Jailani, A. K. (2018). Organ donation ıntention: the influence of attitude, altruism and spiritual belief in Malaysia. Indian Journal of Public Health, 9(11). https://doi.org/10.5958/0976-5506.2018.01636.4
Öztürk, M.O., Uluşahin, N.A. (2005). Ruh Sağlığı ve Bozuklukları, Nobel Yayınları.
Pardo, J. V., Fox, P. T., & Raichle, M. E. (1991). Localization of a human system for sustained attention by positron emission tomography. Nature 349, 61–64.
Phan, T. D. (2016). Bayesian dynamic modeling and its applications in marketing and neuroscience, [PhD Thesis, America: University of Pennsylvania]
Piwowarski, M. (2017). Neuroanatomical and Neurobiochemical Fundamentals Neuroeconomic and Behavioral Aspects of Decision Making, In Nermend K. Łatuszyńska M.(Eds). Cognitive Neuroscience Techniques in Examining the Effectiveness of Social Advertisements, (pp. 341-352). Springer Proceedings in Business and Economics.
Posner, M. I., Inhoff, A. W., Friedrich, F. J., & Cohen, A. (1987). Isolating attentional systems: A cognitive-anatomical analysis. Psychobiology 15, 107–121.
Rabiner L.R., ve Gold, B. (1975). Theory and Application of Digital Signal Processing. Prentice-Hall
Rabiner, L.R, Herrmann, O. (1973). The predictability of certain optimum finite-impulse-response digital filters, IEEE Trans. Circuit Theory, 20(4), 401–408. https://doi.org/10.1109/TCT.1973.1083705
Rämä, P., Martinkauppi, S., Linnankoski, I., Koivisto, J., Aronen, H., & Carlson, S. (2001). Working memory of identification of emotional vocal expressions: An fMRI study. Neuroimage 13, 1090–1091. https://doi.org/10.1006/nimg.2001.0777
Rezaeezadeh, M., Shamekhi, S. & Shamsi, M. (2020). Attention Deficit Hyperactivity Disorder Diagnosis using non-linear univariate and multivariate EEG measurements: a preliminary study. Physical and Engineering Sciences in Medicine, 43, 577–592. https://doi.org/10.1007/s13246-020-00858-3
Ruff, C.C., Huettel, S.A. (2014). Neuroeconomics. In Paul W. Glimcher, Enest Fehr (Eds.) Experimental methods in cognitive neuroscience, (pp.77-108). Academic Press. https://doi.org/10.1016/B978-0-12-416008-8.00006-1
Sadedil, S.N.K. (2016). Pazarlama mesajlarının etkinliği açısından geleneksel pazarlama araştırmaları ile nöropazarlama araştırmalarının karşılaştırılması sigara paketleri üzerindeki caydırıcı mesajların, sigara kullanma alışkanlıkları üzerindeki etkisi, [Doktora Tezi Marmara Üniversitesi], YÖK Ulusal Tez Merkezi
Safarov, A. (2020). Televı̇zyon reklamlarında ı̇kna edı̇cı̇ mesaj unsuru olarak çekı̇cı̇lı̇klerı̇n kullanımı: özbekı̇stan'dakı̇ televı̇zyon reklamları üzerı̇ne bı̇r ı̇nceleme, [Doktora Tezi, Ege Üniversitesi], YÖK Ulusal Tez Merkezi
Saffari, F., Zarei, S., Kakaria, S., Bigné, E., Bruni, L. E., & Ramsøy, T. Z. (2023). The role of stimuli-driven and goal-driven attention in shopping decision-making behaviors—An EEG and VR study. Brain Sciences, 13(6), 928. https://doi.org/10.3390/brainsci13060928
Shahzad, M.F., Yuan, J., Arif, F. & Waheed, A. (2024), Inside out. social media videos and destination branding. neuromarketing using eeg technique, Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-08-2022-0236
Singer, N. (2018). What You Don't Know About How Facebook Uses Your Data. New York Times. https://www.nytimes. com/2018/04/11/technology/facebook-privacy-hearings.html.
Sisler, J. (2012). Crowdfunding for medical expenses. Canadian Medical Association Journal, 184(2), https://doi.org/10.1503/cmaj.109-4084.
Small, D. A., N. M. Verrochi. (2009). The face of need: facial emotion expression on charity advertisements, Journal of Marketing Research, 46 (6), 777–787. https://doi.org/10.1509/jmkr.46.6.777_JMR6F
Smith E.E, Hoeksema S.N, Fredrickson, B. & Loftus, G.R. (2020). Psikolojiye Giriş, Çev. Öznur Öncül, Deniz Ferhatoğlu, Arkadaş Yayınevi.
Song, S. Y., Kim, Y. K. (2019). Doing good better: Impure altruism in green apparel advertising. Sustainability, 11(20), 1-20. https://doi.org/10.3390/su11205762
Souza, R. H. C. E., & Naves, E. L. M. (2021). Attention detection in virtual environments using EEG signals: a scoping review. Frontiers in Physiology, 12, 727840. https://doi.org/10.3389/fphys.2021.727840
Sözer, A. T., Fidan, C. B. (2019). Emotiv epoc ile durağan hal görsel uyarılmış potansiyel temelli beyin bilgisayar arayüzü uygulaması. Bitlis Eren Üniversitesi Fen Bilimleri Dergisi, 8(1), 158-166. https://doi.org/10.17798/bitlisfen.445574
Strotzer, M. (2009). One century of brain mapping using Brodmann areas. Clinical Neuroradiology, 19(3), 179-186. https://doi.org/10.1007/s00062-009-9002-3
Tech Report, (2023, Şubat). Nonprofit Tech For Good Report 2023, Nonprofıt Tech For Good, https://www.nptechforgood.com/wp-content/uploads/2023/02/Nonprofit-Tech-for-Good-Report-Final2-2023.pdf
Tellis, G.J., MacInnis, D.J., Tirunillai, S., & Zhang, Y., (2019). What drives the virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal Marketing. 83 (4), 1–20. https://doi.org/10.1177/0022242919841034
Thatcher, R.W., Bıver, C.J., ve North, D.M. (2015). North Network Connectivity And Loreta Z Score Biofeedback, Z Score Neurofeedback Clinical Applications, Ed. Robert W. Thatcher, Joel F. Lubar, (pp. 23- 37)., Elsevier Inc.,
Thompson, J. (2019). What is a consumer psychographic? Hous- ton Chronicle. https://smallbusiness.chron.com/ consumer-psychographic-66558.html.
Tosun, M., Erginli, M., Kasım, Ö., Uğraş, B., Tanrıverdi, Ş., & Kavak, T. (2018). EEG verileri kullanılarak fiziksel el hareketleri ve bu hareketlerin hayalinin yapay sinir ağları ile sınıflandırılması, Sakarya University Journal of Computer and Information Sciences, 1(2), 1-9. https://doi.org/10.35377/saucis.01.02.443999
Tutar, H. (2016, Haziran 14). Duygular ve Heyecanlar, Davranış Bilimleri, Atatürk Üniversitesi: Açık Öğretim Fakültesi, https://disk.yandex.com.tr/d/MITPsQAlsU4LU
Tüfekçi, Ö. K. Akbıyık, F. (2023). Investigation of images on social media with EEG during the COVID-19 pandemic. Journal of Current Researches on Business and Economics, 13 (1), 119-150. https://doi.org/10.1016/j.seizure.2020.10.014
Tüfekçi, Z. (2013). Not this one. American Behavioral Scientist, 57(7), 848–870. https://doi.org/10.1177/0002764213479369
UNICEF Türkiye, [@unicefturkiye], (Şubat, 4). https://www.instagram.com/unicefturkiye?igsh=MXc4cHRhcHA2MzlzOQ==
Ustaahmetoğlu, E. (2015). Nöropazarlama üzerine bir değerlendirme. Business & Management Studies: An International Journal, 3(2), 154-168.
Üngüren, E. (2015). Beynin nöroanatomik ve nörokimsayal yapısının kişilik ve davranış üzerindeki etkisi. Uluslararası Alanya İşletme Fakültesi Dergisi, 7(1), 189-219.
Varan, D., Lang, A., Barwise, P., Weber, R., & Bellman, S. (2015). How reliable are neuromarketers' measures of advertising effectiveness?: Data from ongoing research holds no common truth among vendors. Journal of advertising research, 55(2), 176-191. https://doi.org/10.2501/JAR-55-2-176-191
Vozzi, A., Ronca, V., Aricò, P., Borghini, G., Sciaraffa, N., Cherubino, P., & Di Flumeri, G. (2021). The sample size matters: to what extent the participant reduction affect the outcomes of a neuroscientific research? A case-study in the neuromarketing field. Sensors, 21(18), 6088. https://doi.org/10.3390/s21186088
Wajid, A., Raziq, M. M., Ahmed, Q. M., & Ahmad, M. (2021). Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements. Journal of Retailing and Consumer Services, 59, 102373, https://doi.org/10.1016/j.jretconser.2020.102373
Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How Nonprofit Organizatios are using Facebook. Public relations review, 35(2), 102-106. https://doi.org/10.1016/j.pubrev.2009.01.006
We Are Social, (2021). Digital 2021 Turkey, We Are Social Ltd Registered in England and Wales https://wearesocial.com/digital-2021.
Wei, Z., Wu, C., Wang, X., Supratak, A., Wang, P., & Guo, Y. (2018). Using support vector machine on EEG for advertisement impact assessment. Frontiers in neuroscience, 12, 76, https://doi.org/10.3389/fnins.2018.00076
Widmaier, E.P., Raff, H., & Strang, K.T. (2018). İnsan Fizyolojisi Vücut Fonksiyon Mekanizmaları, Çev. Tuncay Özgünen, Zeynep Solakoğlu, Güneş Tıp Kitabevleri.
Xu, J., Zhong, B. (2018). Review on portable EEG technology in educational research. Computers in Human Behavior, 81, 340-349. https://doi.org/10.1016/j.chb.2017.12.037
Yakar, K. (2005). Fizyoloji, Ankara: Nobel Yayınları.
Yen, C., Chiang, M. C. (2021). Examining the effect of online advertisement cues on human responses using eye-tracking, EEG, and MRI. Behavioural Brain Research, 402, 113128, https://doi.org/10.1016/j.bbr.2021.113128
Yörük, A. (2019). Uyku apnesinde eeg verilerinin spektral analizi, [Yüksek Lisans Tezi, Kütahya Dumlupınar Üniversitesi), YÖK Ulusal Tez Merkezi
Zhang, H., Sun, J., Liu, F. & G. Knight, J. (2014), Be rational or be emotional: advertising appeals, service types, and consumer responses, European Journal of Marketing, 48(11/12), 2105-2126.
Zilles, K., Amunts, K. (2010). Centenary of Brodmann's map—conception and fate. Nature Reviews Neuroscience, 11(2), 139-145. https://doi.org/10.1038/nrn2776

Toplam 116 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	Türkçe
Konular	Kar Amacı Gütmeyen Pazarlama
Bölüm	Araştırma Makaleleri
Yazarlar	Leyla Bezgin Ediş 0000-0002-5667-9791 Sabiha Kılıç 0000-0002-0906-4567 Serap Aydın 0000-0002-4026-0750
Yayımlanma Tarihi	30 Mayıs 2024
Gönderilme Tarihi	24 Temmuz 2023
Yayımlandığı Sayı	Yıl 2024 Cilt: 17 Sayı: 2

Kaynak Göster

APA	Bezgin Ediş, L., Kılıç, S., & Aydın, S. (2024). Sosyal Kampanyalarda Mesaj Çekiciliklerine Yönelik Dikkat Değişiminin Alturistik Kişilik Özelliklerine Göre İncelenmesi: Deneysel Bir Çalışma. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(2), 417-456.

Kapak Resmi İndir

Makale Dosyaları

Tam Metin