FENOMEN ÜNLÜ İŞ BİRLİĞİ İÇERİKLİ YOUTUBE REKLAMLARIN TÜKETİCİLERİN DİKKATİ VE DUYGUSAL UYARILMA ÜZERİNDEKİ ETKİSİ: PSİKOFİZYOLOJİK VERİ HASADI TEKNİĞİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2024, Cilt: 11 Sayı: 20, 1 - 23, 28.06.2024

Merve Sağman , Cihan Becan

https://doi.org/10.56133/intermedia.1436591

Öz

Markalar, ürün ve hizmetleri için fenomen ünlülerle iş birliklerini pazarlama iletişimi ve reklam stratejilerinde kullanmaktadırlar. Araştırmanın temel amacı, fenomen-ünlü iş birliği içeren reklamların tüketicilerin dikkat ve duygusal uyarım düzeyleri üzerindeki etkisini ölçebilmektir. Bu çalışmada, fenomen-ünlü iş birliğinin olduğu farklı ürünlerin yer aldığı reklam içeriklerine göre bireylerin dikkat ve duygusal uyarılma düzeyleri deneysel yöntem üzerinden psikofizyolojik veri hasadı tekniği kullanılarak incelenmiştir. Bu çalışmada, katılımcıların göz hareketleri ile dikkat seviyelerini belirlemek için Göz İzleme Tekniği (eye-tracking), otonom sinir sisteminden kaynaklanan elektriksel değişimleri ölçmek amacıyla Galvanik Deri Gerilimi (GSR) yöntemi, yüz kaslarının hareketlerini analiz ederek farklı duygu durumlarını tanımlamak için Yüz İfadeleri Analizi Sistemi (FACS) kullanılmıştır. Araştırma, birer hafta aralıklarla, toplam 2 günde gerçekleştirilmiş olup gönüllü 31 kişinin verileri alınmıştır. Araştırmanın sonucu, çekici fenomen ünlü iş birliği içeren reklamların tüketici odaklanma seviyesi üzerinde önemli bir etkisi olduğunu ve çekici ünlülerin kullanılmasının daha fazla dikkat çektiğini göstermektedir. Kadın katılımcılarda fenomen ünlü iş birliği içeren reklamların duygusal uyarım seviyesi daha yüksek iken, erkek katılımcılardaki duygusal uyarım seviyesi fenomen ünlü iş birliği içeren reklamlarda göreceli olarak kadın katılımcılara nazaran biraz düşük çıkmıştır.

Anahtar Kelimeler

Psikofizyolojik Veri Hasadı, Reklam, Nöropazarlama, Reklamda Fenomen Ünlü İş Birliği

The Impact of YouTube Ads Featuring Collaborations with Influencer Celebrities on Consumers' Attention and Emotional Arousal: A Study on Psychophysiological Data Harvesting Technique

Öz

In recent years, the increasing use of social media has led to the more frequent appearance of social media celebrities, or influencers, in marketing communication and advertising activities. High engagement rates have turned famous individuals on relevant platforms or have a large following into advertising tools between brands and consumers. Influencer celebrities are often utilized in marketing and brand communication activities to be at the forefront of consumers' attention and encourage their brand preference. Influencer celebrities in advertising are widely adopted marketing communication strategies, as celebrities frequently endorse products, brands, and social campaigns. The primary factor behind the use of celebrities in advertising is the belief that the reputation and popularity of celebrities will transfer to the products they endorse, thereby enhancing the effectiveness and credibility of advertisements (Chan & Fan, 2022).

Anahtar Kelimeler

Psychophysiological Data Harvesting, Advertising, Neuromarketing, Influencer Celebrity in Advertising

Kaynakça

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