Cilt 12 Sayı 4 (2024): Business & Management Studies: An International Journal
Makaleler

Reklamların merceği altında: Dijital gözetim ve pre-roll reklam kaçınma dinamikleri

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  • Munise Hayrun Sağlam,
  • İbrahim Kırcova
Munise Hayrun Sağlam
Arş. Görv., Yıldız Teknik Üniversitesi, İstanbul, Türkiye
İbrahim Kırcova
Prof. Dr., Yıldız Teknik Üniversitesi, İstanbul, Türkiye

Yayınlanmış 25.12.2024

Anahtar Kelimeler

  • Programmatic Advertising, Marketing Surveillance, Ad Avoidance, Perceived Autonomy, Pre-roll Video Ads, Skippable Ads, Perceived Relevance
  • Programatik Reklamcılık, Pazarlama Gözetimi, Reklam Kaçınma, Algılanan Otonomi, Pre-roll Video Reklamlar, Atlanabilir Reklamlar, Algılanan Alaka Düzeyi

Nasıl Atıf Yapılır

Reklamların merceği altında: Dijital gözetim ve pre-roll reklam kaçınma dinamikleri. (2024). Business & Management Studies: An International Journal, 12(4), 1083-1105. https://doi.org/10.15295/bmij.v12i4.2491

Telif Hakkı (c) 2024 Munise Hayrun Sağlam- İbrahim Kırcova

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Reklamların merceği altında: Dijital gözetim ve pre-roll reklam kaçınma dinamikleri. (2024). Business & Management Studies: An International Journal, 12(4), 1083-1105. https://doi.org/10.15295/bmij.v12i4.2491

Öz

Programatik reklamcılık, izleyicilere daha hedefli reklamlar sunmak amacıyla tüketici davranışlarını izleyen ve kişiselleştirilmiş içerik üreten bir gözetim çerçevesiyle çalışır. Bu çerçeve, kullanıcılardan gelen büyük ölçekli verileri analiz ederek reklamların alaka düzeyini artırma potansiyeline sahip olsa da kullanıcı deneyimi üzerinde olumsuz etkiler yaratabilir. Çalışma, izleyicilerin pre-roll video reklamlarına yönelik kaçınma davranışını etkileyen unsurları inceleyerek algılanan pazarlama gözetimi, reklam yoğunluğu, atlanabilir reklam rahatsızlığı ve algılanan özerklik arasındaki ilişkileri analiz etmektedir. Bu amaçla, 547 katılımcıdan elde edilen veriler yapısal eşitlik modellemesi (SEM) ile analiz edilmiştir. Çalışmanın bulguları, reklamların alaka düzeyinin artmasıyla gözetim kaynaklı olumsuz tutumların hafiflediğini ve izleyicilerin atlanabilir reklamlardan kaçınma eğiliminin azaldığını göstermektedir. Sonuçlar, kullanıcı deneyimini iyileştirmek ve reklamlardan kaçınmayı en aza indirmek için izleyicilere daha fazla özerklik tanınmasının hayati önem taşıdığını ortaya koymaktadır. Ayrıca, çalışma, tüketicilerin kontrol hissini güçlendiren ve reklamların izleyici üzerindeki rahatsız edici etkilerini hafifleten, daha dengeli ve etik reklam stratejilerinin geliştirilmesi gerektiğini vurgulamaktadır.

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