ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ

Yıl 2024, Cilt: 11 Sayı: 24, 444 - 475, 27.04.2024

Haluk Keskin , Nazlım Uraltaş

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

Öz

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.

Anahtar Kelimeler

Dijital Reklamcılık, Kişiselleştirme, Algılanan Gözetim, Gizlilik Endişesi, Marka Kullanım Niyeti

THE EFFECT OF PERCEIVED PERSONALIZATION ON BRAND USAGE INTENTION

Öz

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.

Anahtar Kelimeler

Digital Advertising, Personalization, Perceived Surveillance, Privacy Concern, Brand Usage Intention

Kaynakça

• Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49. https://doi.org/10.1016/j.jretai.2014.09.005
• Aslam, B., & Karjaluoto, H. (2017). Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda. Telematics and Informatics, 34(8), 1650-1662. https://doi.org/10.1016/j.tele.2017.07.011
• Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. https://doi.org/10.2753/JOA0091-3367410105
• Baruh, L., Secinti, E., & Cemalcilar, Z. (2017). Online privacy concerns and privacy management: A meta-analytical review. Journal of Communication, 67(1), 26-53. https://doi.org/10.1111/jcom.12276
• Bernritter, S. F., Ketelaar, P. E., & Sotgiu, F. (2021). Behaviorally targeted location-based mobile marketing. Journal of the Academy of Marketing Science, 49(4), 677-702. https://doi.org/10.1007/s11747-021-00784-0
• Brinson, N. H., Eastin, M. S., & Cicchirillo, V. J. (2018). Reactance to personalization: Understanding the drivers behind the growth of ad blocking. Journal of Interactive Advertising, 18(2), 136-147. https://doi.org/10.1080/15252019.2018.1491350
• Byrne, B. M. (2001). Structural equation modeling with AMOS, EQS, and LISREL: Comparative approaches to testing for the factorial validity of a measuring instrument. International Journal of Testing, 1(1), 55-86. https://doi.org/10.1207/S15327574IJT0101_4
• Chan, Y. H. (2003). Biostatistics 101: Data presentation. Singapore Medical Journal, 44(6), 280-285.
• Cheung, M. T., & Liao, Z. (2003). Supply-side hurdles in internet B2C e-commerce: An empirical investigation. IEEE Transactions on Engineering Management, 50(4), 458-469. https://doi.org/10.1109/TEM.2003.819649
• Christian, J., Karissa, F., Handoyo, B., & Antonio, F. (2021). The effect of perceived ads personalization toward online impulse buying tendency with mediating and moderating variables, evidence from Indonesian millennial e-commerce customers. Kinerja, 25(1). https://doi.org/10.24002/kinerja.v25i1.4357
• Cohen, L., Manion, L., & Morrison, K. (2000). Research methods in education(5.bs). Routledge. https://doi.org/10.4324/9780203224342
• De Keyzer, F., Dens, N., & De Pelsmacker, P. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124-134. https://doi.org/10.1080/15252019.2015.1082450
• De Keyzer, F., Dens, N., & De Pelsmacker, P. (2022). How and when personalized advertising leads to brand attitude, click, and WOM intention. Journal of Advertising, 51(1), 39-56. https://doi.org/10.1080/00913367.2021.1888339
• Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886. https://doi.org/10.1016/j.jbusres.2006.02.006
• 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
• Goldfarb, A., & Tucker, C. E. (2011). Privacy regulation and online advertising. Management Science, 57(1), 57-71. https://doi.org/10.1287/mnsc.1100.1246
• Hawkins, R., Kreuter, M., Resnicow, K., Fishbein, M., & Dijkstra, A. (2008). Understanding tailoring in communicating about health. Health education research, 23, 454-466. https://doi.org/10.1093/her/cyn004
• Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. https://doi.org/10.1016/j.intmar.2013.12.002
• Johnson, R. A., & Wichern, D. W. (1998). Applied multivariate statistical analysis. Biometrics, 54(3), 1203. https://doi.org/10.2307/2533879
• IAB Europe (2023) 13 Eylül 2023 tarihinde https://iabeurope.eu/digital-advertising-explained/ adresinden edinilmiştir.
• Keane, L. (2019, 11 Nisan). 10 brilliant personalized marketing examples. 19 Eylül 2023 tarihinde https://blog.gwi.com/marketing/personalized-marketing-works/ adresinden edinilmiştir.
• Kerem, K., & Ulla, M. (2018). Perceived intrusiveness of personalized marketing. Digital Transformation – Meeting the Challenges, 147-158. https://doi.org/10.18690/978-961-286-170-4.9
• 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
• Kumar, S. (2016). Optimization issues in web and mobile advertising. Springer International Publishing. https://doi.org/10.1007/978-3-319-18645-0
• 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
• Lee, C. H., & Cranage, D. A. (2011). Personalisation–privacy paradox: The effects of personalisation and privacy assurance on customer responses to travel Web sites. Tourism Management, 32(5), 987-994. https://doi.org/10.1016/j.tourman.2010.08.011
• Lee, H., & Cho, C.H. (2020). Digital advertising: Present and future prospects. International Journal of Advertising, 39(3), 332-341. https://doi.org/10.1080/02650487.2019.1642015
• Lee, J., Kim, C., & Lee, K. C. (2022). Exploring the personalization-intrusiveness-intention framework to evaluate the effects of personalization in social media. International Journal of Information Management, 66, 102532. https://doi.org/10.1016/j.ijinfomgt.2022.102532
• Lina, L. F., & Ahluwalia, L. (2021). Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising. Jurnal Manajemen Maranatha, 21(1). https://doi.org/10.28932/jmm.v21i1.3837
• Maslowska, E., Smit, E. G., & van den Putte, B. (2016). It is all in the name: A study of consumers’ responses to personalized communication. Journal of Interactive Advertising, 16(1), 74-85. https://doi.org/10.1080/15252019.2016.1161568
• Maslowska, E., Smit, E., & van den Putte, B. (2011). Is personalized communication superior? The effectiveness of personalization and the role of consumers’ characteristics. ACR Asia-Pacific Advances, AP-09.
• Mo, L., Zhang, X., Lin, Y., Yuan, Z., & Peng, Z. (2023). Consumers’ attitudes towards online advertising: A model of personalization, ınformativeness, privacy concern and flow experience. Sustainability, 15(5), Article 5. https://doi.org/10.3390/su15054090
• Monem, H. A. (2021). The Effectiveness of advertising personalization. Journal of Design Sciences and Applied Arts, 2(1). https://doi.org/10.21608/jdsaa.2021.31121.1061
• Odoom, P. T. (2022). Personalised display advertising and online purchase ıntentions: The moderating effect of internet use motivation. International Journal of E-Services and Mobile Applications (IJESMA), 14(1), 1-16. https://doi.org/10.4018/IJESMA.296575
• Orcan, F. (2018). Exploratory and confirmatory factor analysis: Which one to use first? Journal of Measurement and Evaluation in Education and Psychology, 9(4), Article 4. https://doi.org/10.21031/epod.394323
• Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2017). Sense and sensibility in personalized e-commerce: How emotions rebalance the purchase intentions of persuaded customers. Psychology & Marketing, 34(10), 972-986. https://doi.org/10.1002/mar.21036
• Phelan, C., Lampe, C., & Resnick, P. (2016). It’s creepy, but it doesn’t bother me. Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems, 5240-5251. https://doi.org/10.1145/2858036.2858381
• Segijn, C. M., & Ooijen, I. van. (2020). Perceptions of techniques used to personalize messages across media in real time. Cyberpsychology, Behavior and Social Networking. https://doi.org/10.1089/cyber.2019.0682
• Segijn, C. M., Opree, S. J., & Ooijen, I. van. (2022). The validation of the perceived surveillance scale. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 16(3), Article 3. https://doi.org/10.5817/CP2022-3-9
• Segijn, C. M., Voorveld, H. A. M., & Vakeel, K. A. (2021). The role of ad sequence and privacy concerns in personalized advertising: An eye-tracking study into synced advertising effects. Journal of Advertising, 50(3). https://doi.org/10.1080/00913367.2020.1870586
• Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 06(01).
• Shao, A. T. (2002). Marketing research: An aid to decision making (2nd ed). Cincinnati : South-Western/Thomson Learning.
• Sifaoui, A., Lee, G., & Segijn, C. M. (2023). Brand match vs. mismatch and its impacts on avoidance through perceived surveillance in the context of synced advertising. In A. Vignolles (Ed.), Advances in Advertising Research (Vol. XII). Springer-Gabler.
• Song, Y. W. (Greg), Lim, H. S., & Oh, J. (2021). “We think you may like this”: An investigation of electronic commerce personalization for privacy-conscious consumers. Psychology & Marketing, 38(10), 1723-1740. https://doi.org/10.1002/mar.21501
• Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50. https://doi.org/10.1016/S0022-4359(01)00065-3
• Tabachnick, B. G., & Fidell, L. S. (2015). Çok değişkenli istatistiklerin kullanımı (Using multivariate statistics). Nobel Akademik Yayıncılık.
• Tran, T. P. (2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, 230-242. https://doi.org/10.1016/j.jretconser.2017.06.010
• Tran, T. P., Solt, M. van, & Jr, J. E. Z. (2020). How does personalization affect brand relationship in social commerce? A mediation perspective. Journal of Consumer Marketing, 37(5), 473-486. https://doi.org/10.1108/JCM-12-2017-2499
• Tran, T., Sen, S., & Steenburg, E. V. (2023). This ad’s for you: How personalized SNS advertisements affect the consumer–brand relationship. Journal of Consumer Marketing, 40(4). https://doi.org/10.1108/jcm-12-2021-5070
• Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), 546-562. https://doi.org/10.1509/jmr.10.0355
• TÜİK (2022, 4 Şubat). 5 Mart 2022 tarihinde https://data.tuik.gov.tr/Bulten/Index?p=Adrese-Dayali-Nufus-Kayit-Sistemi-Sonuclari-2021-45500 adresinden erişilmiştir.
• van Doorn, J., & Hoekstra, J. C. (2013). Customization of online advertising: The role of intrusiveness. Marketing Letters, 24(4), 339-351. https://doi.org/10.1007/s11002-012-9222-1
• We Are Social (2023). 17 Kasım 2023 tarihinde https://wearesocial.com/uk/blog/2023/01/digital-2023 adresinden edinilmiştir.
• Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
• Zhang, D., Boerman, S. C., Hendriks, H., Araujo, T., & Voorveld, H. (2023). A peak into individuals’ perceptions of surveillance. Advances in Advertising Research (Vol. XII) içinde (s. 163-178). Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-40429-1_12
• Zhou, T., & Li, H. (2014). Understanding mobile SNS continuance usage in China from the perspectives of social influence and privacy concern. Computers in Human Behavior, 37, 283-289. https://doi.org/10.1016/j.chb.2014.05.008
• Zhu, Y.-Q., & Chang, J.-H. (2016). The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, 65, 442-447. https://doi.org/10.1016/j.chb.2016.08.048