Fenomen ünlü iş birliği içerikli YouTube reklamların tüketicilerin dikkati ve duygusal uyarılma üzerindeki etkisi: psikofizyolojik veri hasadı tekniği üzerine bir araştırma
| dc.authorid | 0000-0002-5155-2871 | en_US |
| dc.authorid | 0000-0002-1289-1360 | en_US |
| dc.contributor.author | Sağman, Merve | |
| dc.contributor.author | Becan, Cihan | |
| dc.date.accessioned | 2024-07-04T08:18:31Z | |
| dc.date.available | 2024-07-04T08:18:31Z | |
| dc.date.issued | 2024 | en_US |
| dc.department | İstanbul Ticaret Üniversitesi | en_US |
| dc.description.abstract | Markalar, ürün ve hizmetleri için fenomen ünlülerle iş birliklerini pazarlama iletişimi ve reklam stratejilerinde kullanmak tadırlar. 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-trac king), 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) kullanılmış tır. 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. | en_US |
| dc.description.abstract | 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 commu nication 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). The use of celebrities in advertising is a widespread and widely adopted strategy in the marketing industry. Many academic studies have confirmed that collaborations between influencer celebrities in advertisements significantly increase advertising effectiveness. Research indicates that celebrity endorsements can dramatically influence consumers’ attitudes toward brands, purchase intentions, and ad credibility (Rowley, Gilman & Sherman, 2019). Moreover, using celebrities in ad vertising campaigns has evoked attitudinal and emotional responses among consumers, which can impact purchase decisions (Choi & Rifon, 2012; Qureshi & Malik, 2017). Companies increasingly turn to social media influencers and ‘traditional’ celebri ties to add value to their brands (Marwick, 2015). Unlike traditional celebrities who have gained widespread recognition due to their professional talents, social media influencers have garnered fame by branding themselves as experts on social media platforms (Khamis, Ang & Welling, 2017). Advertisers need to collaborate with influencer celebrities whom most of their target audience trusts to build a strong relationship with their customer base. Influencer celebrities can help increase awareness by promoting the product in a natural-looking way that viewers can trust more. Despite the increasing use of influencers for brand promotion, there is lim ited scientific knowledge about their marketing value. While the effectiveness of traditional celebrities has been extensively researched (Gong & Li, 2017), the impact of influencer endorsements on brand responses has been relatively understudied. Understanding consumer responses in-depth is central to marketing communication efforts in the advertising industry. Page (2012) suggests that consumers’ decisions are more complex and that individuals often overlook the influence of unconscious factors in this process. This perspective highlights that consumer decisions are not only based on logical reasons but are also associated with unconscious processes such as emotional states, attention, and memory. Therefore, it is believed that seeing an influencer celebrity in an advertisement whom consumers like and admire can influence their attention and emotional stimulation by appealing to their emotions. This study possesses a unique characteristic in exploring the impact of advertisements involving influencer celeb rities on consumers’ levels of attention and emotional stimulation through the relatively new and valid data collection tech nique known as psychophysiological data harvesting. The main objective of the research is to measure the impact of adver tisements involving collaborations with influencer celebrities on consumers’ levels of attention and emotional arousal. In this study, eye-tracking is utilized to determine participants’ levels of attention based on their eye movements. Additionally, the Galvanic Skin Response (GSR) method measures electrical changes originating from the autonomic nervous system, and the Facial Action Coding System (FACS) is used to analyze facial muscle movements to identify different emotional states. The research was conducted at the Neuromarketing Research Laboratory (NPAL) located at the Central Campus of Uskudar Uni versity over two days with a one-week interval between sessions. Data were collected from 31 voluntary participants. Stimuli were required to achieve the aim of the research and test the formulated hypotheses. In this context, exam ples of YouTube ads involving collaborations with influencer celebrities were utilized instead of traditional celebrities. At this stage, ad videos featured on the YouTube platform were selected in a manner that best represents the aim of the research and is understandable to the sample group. When comparing the advertisements examined in the study, it was observed that consumers were more influenced by the ad featuring an attractive influencer celebrity than the ad without an attractive influ encer celebrity. In female participants, the emotional arousal level was higher in ads involving collaborations with influencer celebrities. In contrast, in male participants, the emotional arousal level was relatively lower in ads involving collaborations with influencer celebrities compared to female participants. | en_US |
| dc.identifier.doi | 10.56133/intermedia.1436591 | en_US |
| dc.identifier.endpage | 23 | en_US |
| dc.identifier.issue | 20 | en_US |
| dc.identifier.startpage | 1 | en_US |
| dc.identifier.uri | https://hdl.handle.net/11467/7312 | |
| dc.identifier.uri | https://doi.org/10.56133/intermedia.1436591 | |
| dc.identifier.volume | 11 | en_US |
| dc.language.iso | tr | en_US |
| dc.publisher | Istanbul Commerce University | en_US |
| dc.relation.ispartof | Intermedia International e-Journal | en_US |
| dc.relation.publicationcategory | Makale - Uluslararası Hakemli Dergi - Başka Kurum Yazarı | en_US |
| dc.rights | info:eu-repo/semantics/openAccess | en_US |
| dc.subject | Psikofizyolojik Veri Hasadı, Reklam, Nöropazarlama Reklamda, Fenomen Ünlü İş Birliği | en_US |
| dc.subject | Psychophysiological Data Harvesting, Advertising, Neuromarketing, Influencer Celebrity in Advertising | en_US |
| dc.title | Fenomen ünlü iş birliği içerikli YouTube reklamların tüketicilerin dikkati ve duygusal uyarılma üzerindeki etkisi: psikofizyolojik veri hasadı tekniği üzerine bir araştırma | en_US |
| dc.title.alternative | The impact of YouTube ads featuring collaborations with influencer celebrities on consumers’ attention and emotional arousal: a study on psychophysiological data harvesting technique | en_US |
| dc.type | Article | en_US |
