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A Research on the Effect of Follow-Up Motivations of the Roles of Creating Brand Awareness of Native Advertisements

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dc.creator ARKLAN, Ümit; SÜLEYMAN DEMİREL ÜNİVERSİTESİ
dc.creator TUZCU, Nilgün; SÜLEYMAN DEMİREL ÜNİVERSİTESİ
dc.date 2021-11-20T00:00:00Z
dc.date.accessioned 2021-12-03T11:27:32Z
dc.date.available 2021-12-03T11:27:32Z
dc.identifier https://dergipark.org.tr/tr/pub/vizyoner/issue/65710/906706
dc.identifier 10.21076/vizyoner.906706
dc.identifier.uri http://acikerisim.sdu.edu.tr/xmlui/handle/123456789/91705
dc.description One of the new generation applications that emerged with the effect of the possibilities offered by digital media to the field of advertising is native advertisements. Due to the opportunities which it provides, corporate structures have recently started to frequently benefit from native advertisements to create brand awareness and appeal to consumer motivations. This has made the role of native ads in creating brand awareness, their motivation to follow-up, and the interaction between them important. In order to shed light on this important issue that constitutes the main purpose of the study, a field study is carried out on the students of Süleyman Demirel University. As a result of the research, it is seen that the roles of native ads in creating brand awareness consist of four sub-dimensions that interact with each other: personalization, information, interaction, and giving confidence. Additionally, it is understood that the follow-up motivations consist of four sub-dimensions: individual satisfaction, awareness, functionality, and attractiveness, and individuals follow native ads interactively with the effect of these motivations. In respect of the effect of native ads on the motivations of brand awareness creation roles for being followed, it is found out that the personalization, information, interaction, and giving confidence roles are all effective on the awareness motivation, and that the role of personalization and giving confidence has an increasing effect on individual satisfaction and functionality motivation. It is also seen that the role of personalization and interaction has a significant and positive effect on attractiveness motivation.
dc.description Dijital ortamların reklamcılık alanına sunduğu imkanların etkisiyle ortaya çıkmış yeni nesil uygulamalardan birisi de doğal reklamlardır. Sağladığı olanaklar nedeniyle, kurumsal yapılar marka farkındalığı oluşturabilmek ve tüketici motivasyonlarına hitap edebilmek adına doğal reklamlardan son zamanlarda sıklıkla yararlanmaya başlamıştır. Bu durum doğal reklamların marka farkındalığı oluşturma rollerini, takip edilme motivasyonlarını ve bunlar arasındaki etkileşimi önemli hale getirmiştir. Çalışmanın temel amacını oluşturan bu önemli konuya ışık tutmak maksadıyla Süleyman Demirel Üniversitesi öğrencileri üzerinde bir alan araştırması gerçekleştirilmiştir. Araştırma sonucunda; doğal reklamların marka farkındalığı oluşturma rollerinin, kişiselleştirme, bilgilendirme, etkileşim kurma ve güven verme olmak üzere birbirleriyle etkileşim halindeki dört alt boyuttan meydana geldiği; takip edilme motivasyonlarının ise, bireysel tatmin, farkındalık, işlevsellik ve ilgi çekicilik şeklinde dört alt boyuttan oluştuğu ve bireylerin etkileşimsel bir şekilde bu motivasyonların tesiriyle doğal reklamları takip ettiği anlaşılmıştır. Doğal reklamların marka farkındalığı oluşturma rollerinin takip edilme motivasyonlarına etkisine bakıldığında ise, kişiselleştirme, bilgilendirme, etkileşim kurma ve güven verme rollerinin tümü farkındalık motivasyonu üzerinde etkiliyken; kişiselleştirme ve güven verme rolünün bireysel tatmin ve işlevsellik motivasyonunu artırıcı bir etkiye sahip olduğu; kişiselleştirme ve etkileşim kurma rolünün ise ilgi çekicilik motivasyonu üzerinde anlamlı ve olumlu bir etkisinin bulunduğu ortaya çıkmıştır.
dc.format application/pdf
dc.language tr
dc.publisher Süleyman Demirel Üniversitesi
dc.publisher Süleyman Demirel University
dc.relation https://dergipark.org.tr/tr/download/article-file/1673732
dc.source Volume: 12, Issue: 32 1016-1039 en-US
dc.source 1308-9552
dc.source Süleyman Demirel Üniversitesi Vizyoner Dergisi
dc.subject Advertising,Digital Advertising,Native Advertising,Brand,Brand Awareness
dc.subject Reklam,Dijital Reklam,Doğal Reklam,Marka,Marka Farkındalığı
dc.title A Research on the Effect of Follow-Up Motivations of the Roles of Creating Brand Awareness of Native Advertisements en-US
dc.title Doğal Reklamların Marka Farkındalığı Oluşturma Rollerinin Takip Edilme Motivasyonlarına Etkisi Üzerine Bir Araştırma tr-TR
dc.type info:eu-repo/semantics/article
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