İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME

Yıl 2021, Cilt: 9 Sayı: 2, 566 - 597, 30.09.2021

Döndü Bal , Rasime Ayhan Yılmaz

https://doi.org/10.19145/e-gifder.916687

Cited By: 1

Öz

Markalar için, marka mesajlarını hedef kitlelerine taşıyacak iletişim imkânları yaratmak gün geçtikçe daha zor hale gelmektedir. Yoğun mesaj bombardımanına tutulan tüketiciler, markaların gönderdikleri iletilerle çoğu zaman ilgilenmemekte hatta bu iletilerden kaçınma davranışı göstermektedirler. Bu durum reklam mesajlarında daha yoğun bir şekilde gözlenmektedir. Özellikle online mecralarda reklam kirliliğine maruz bırakılan tüketicilerde online reklamdan kaçınma davranışı ortaya çıkmakta; bunun sonucunda tüketiciler adblock programı kullanma gibi reklamdan kaçınma yollarına başvurmaktadırlar. Böylesi bir sonuç; reklam sektörünün devamlılığı konusunda endişeler yaratmakta, markaların reklam bütçeleri planlamalarında değişiklikler meydana getirmektedir. Bu çalışmada, geleceğin iletişim planlayıcıları ve uygulayıcıları olarak İletişim Fakültesi öğrencisi gençlerin, adblok kullanım durumları ve nedenleri, reklama yönelik çağrışımları ve reklamdan kaçınma davranışını etkileyen unsurlara yönelik tutumları ortaya çıkartılmış ve bu unsurlar ile online reklamdan kaçınma davranışı arasındaki ilişki incelenmiştir. Çalışmada veriler nicel veri toplama tekniklerinden anket tekniği ile toplanmıştır. Sonuçta, örnekleme dâhil edilen öğrencilerin yarısından fazlasının adblock kullandığı, en önemli adblock kullanma nedenlerinin reklamları gereksiz bulmaları olduğu, reklamdan kaçınma davranışına neden olan en önemli unsurun reklam kirliliği olduğu belirlenmiştir. Online reklamdan kaçınma davranışı ve reklamdan kaçınma davranışına neden olan unsurlar arasında istatistiki olarak anlamlı ilişkiler tespit edilmiş; kullanılan ölçeklerin ortalamalarında cinsiyet ve adblock kullanma değişkenlerine göre farklılıklar tespit edilmiştir

Anahtar Kelimeler

Online reklamdan kaçınma, reklam kirliliği, reklamın rahatsız ediciliği, reklama yönelik tutum.

Destekleyen Kurum

Yok

Proje Numarası

Yok

Teşekkür

Yok

A STUDY ON AD AVOIDANCE BEHAVIOR OF COMMUNICATION STUDENTS' AS A FORM OF COMMUNICATION

Öz

Creating communication opportunities for brands to convey their brand messages to their target audiences is getting more difficult day by day. Consumers, who are bombarded with intense messages, are often not interested in the messages sent by brands, and even show avoidance of these messages. This situation is observed more intensely in advertising messages. Especially, consumers who are exposed to ad clutter in online media demonstrate ad avoidance behaviour and so consumers resort to ways of ad avoidance such as using the adblock program. Such a result; creates concerns about the continuity of the advertising industry and changes the advertising budgets of the brands. In this study, adblock usage, reasons for adblock usage, associations towards advertising and attitudes towards the factors affecting the ad avoidance behavior of the students of the Faculty of Communication who are communication planners and practitioners of the future were revealed and the relationship between these factors and online ad avoidance behavior was examined. In the study, data were collected through questionnaire that is one of the quantitative data collection techniques. In conclusion, these results were ascertained that more than half of the students included in the sample use adblock, the most important reason for using adblock is finding advertising unnecessary and the most important factor causing ad avoidance behavior is perceived ad clutter. Statistically significant relationships were found between online ad avoidance behavior and the factors that cause ad avoidance behavior and differences were found in the averages of the scales used according to the variables of gender and adblock use.

Anahtar Kelimeler

Online Ad Avoidance, Ad Clutter, Ad İntrusiveness, Attitudes Toward Advertising.

Proje Numarası

Yok

Kaynakça

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