Abartılı Reklamların ve Reklama Yönelik Şüphenin Marka Tutumuna, Satın Alma Niyetine ve Marka Güvenine Etkisi
Özet Görüntüleme: 259
/ 
PDF İndirme: 145
DOI:
https://doi.org/10.5281/zenodo.8127497Anahtar Kelimeler:
Abartılı Reklamlar, Reklama Yönelik Şüphe, Marka Güveni, Müşteri Tutumu, Satın Alma NiyetiÖzet
Günümüzdeki tüketicilerin önemli bölümü sosyal medya araçlarından en az birini kullanmaktadır. Var olan ve muhtemel tüketicilerin yoğun olarak yer aldığı bu platformda firmaların olmaması düşünülemez. Sosyal medya platformlarındaki reklamlar pozitif birçok durumun yanında negatif sonuçlarında meydana gelmesine neden olabilir. Özellikle ürünü öne çıkarma çabasıyla yapılan iyi düşünülmemiş reklamlarda bu durumların yaşanma ihtimali daha yüksektir. Hatalı reklamlar sonucunda tüketicilerde oluşan şüphe algılamaları firmaların önündeki en büyük handikaptır. Buradan hareketle bu araştırmanın amacı sosyal medya reklamlarına yönelik şüphenin öncüllerinin ve sonuçlarının belirlenmesidir. Araştırmanın örneklemini sosyal medya kullanıcıları oluşturmaktadır. Sosyal medya araçları üzerinden anketler çevrimiçi olarak Türkiye’deki sosyal medya kullanıcılarına gönderilmiştir. Elde edilen 407 veri IBM SPSS 21.0 ve AMOS 24 istatistik programları ile analiz edilmiştir. Araştırma amacı ve modeli doğrultusunda DFA (doğrulayıcı faktör analizi, korelasyon analizi ve YEM (yapısal eşitlik modeli) analizi yapılmıştır. Sonuç olarak abartı reklamların reklama yönelik şüpheyi pozitif, reklama yönelik şüphenin ise marka tutumunu, marka güvenini ve satın alma niyetini negatif olarak etkilediği belirlenmiştir. Ayrıca araştırma sonuçları ile literatür karşılaştırılıp, pazarlama yöneticileri ve pazarlama araştırmacılarına önerilerde bulunulmuştur.
Referanslar
Ahmad, F., & Guzán, F. (2021). Consumer skepticism about online reviews and their decision-making process: The role of review self-efficacy and regulatory focus. Journal of Consumer Marketing, 38(5), 587-600.
Altunışık, R., Çoşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri, SPSS Uygulamalı . Sakarya: Sakarya Yayıncılık.
Amyx, D., & Lumpkin, J. (2016). Interaction effect of ad puffery and ad skepticism on consumer persuasion. Journal of Promotion Management, 22(3), 403-424.
Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 86-101.
Baek, T., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 22(3), 59-76.
Batra, R., & Ray, L. M. (1983). “Operationalizing Involvement As Depth and Quality of Cognitive Response”, in Alice Tybout and Richard Bagozzi. Advances in Consumer Research 10 (Ann Arbor, MI: Association for Consumer Research), 309-313.
Bergeron, J. (2004). Antecedents and Consequences of Salesperson Listening Effectiveness in Buyer-Seller Relationships. The John Molson School of Business, Canada, Doktora Tezi. Erişim: http://spectrum.library.concordia.ca/8117/1/NQ96966.pdf.
Chakraborty, A., & Harbaugh, R. (2014). Persuasive puffery. Marketing Science, 33(3), 382-400.
Chaudhuri, A., & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Cole, H., DeNardin, T., & Clow, K. (2017). Small service businesses: Advertising attitudes and the use of digital and social media marketing. Services Marketing Quarterly, 38(4), 203-212.
Cowley, E. (2006). Processing exaggerated advertising claims. Journal of Business Research, 59(6), 728-734.
De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2007). Marketing Communications: A European Perspective. London: London: Pearson Education.
Decock, B., & De Pelsmacker, P. (2001). Emotions Matter: Reinventing Advertising. Excellence in International Research. 5, 18.
Delgado‐Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573-592.
Digital. (2020). Digital 2020 global overview report. https://wearesocial.com. adresinden alındı
Fuan, L., & Paul, W. (2006). On the potential for advertising to facilitate trust in the advertised brand. Journal of Advertising, 101-112.
Gao, Z., Li, N., & Scorpio, E. A. (2012). Perceptions of puffery in advertising: Investigating the China-US differences. Asia Pacific Journal of Marketing and Logistics, 24(2), 179-198.
Hardesty, D. M., Carlson, J., & Bearden, W. (2002). Brand familiarity and invoice price effects on consumer evaluations: the moderating role of skepticism toward advertising. Journal of Advertising, 31(2), 1-15.
Heiman, G. (2013). Basic statistics for the behavioral sciences. Cengage Learning.
Herbst, K., Eli, J., David, A., & Gráinne, M. (2012). On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase Intention. Journal of Consumer Research, 38(5), 909-919.
Hibbert, S., Smith, A., Davies, A., & Ireland, F. (2007). Guilt appeals: Persuasion knowledge and charitable giving. Psychology & Marketing,, 24, 723-742.
Ju, I., & Haley, E. (2014). How do consumers cope with prescription drug advertising messages? Risk disclosure presentationorder, advertising skepticism, and perceived risk disclosure voluntarinesorder, advertising skepticism, and perceived risk disclosure voluntarinesorder, adverti. American Academy of Advertising Conference Proceedings, (s. 153). Lubbock.
Lee, J., & Hong, I. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373.
Li, Q., Huang, Z., & Christianson, K. (2017). Ambiguity tolerance and advertising effectiveness. Annals of Tourism Research, (63), 216-222.
Lutz, R., MacKenzie, S., & Belch, G. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advances in Consumer Research, 532-539.
MacInnis, D., & Jaworski, B. (1989). ınformation processing from advertisements: Toward on Integrative framework. Journal of Marketing, 53(4) 1-23.
Manuel, E., Youn, S., & Yoon, D. (2014). Functional matching effect in CRM: Moderating roles of perceived message quality and skepticism. Journal of Marketing Communications, 20(6), 397-418.
MarketingCharts. (2013). Consumers say they don’t trust claims made in ads. Retrieved from http://www.marketingcharts.com/traditional/consumers-say-they-dont-trust-claims-madein-.
Merriam-Webster. (2013). “Dictionary.” Accessed August 15. http://www.merriam-webster.com/dictionary/belief. adresinden alındı
Mittal, B. (1990). The relative roles of brand beliefs and attitude toward the ad as mediators of brand attitude: A second look. Journal of Marketing Research, 27(2), 209–219.
Mitchell, A. A., & Olson, J. C. (1998). Are product attribute beliefs the only mediatorof advertising effectsonbrand attitude? Journalof MarketingResearch, 18(3), 318-338.
Morgan, R., & Hunt, S. (1998). The relationship commitment-trust theory. Journal of Marketing, 58(3), 20-38.
Muehling, D., & Laczniak, R. (1988). Advertising’s ımmediate and delayed ınfluence on brand attitudes: Considerations across message ınvolvement levels. Journal of Advertising, 17(4), 23-34.
Obermiller, C., & Spangenberg,, E. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159-186.
Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad skepticism: The consequences of disbelief. Journal of Avertising, 34(3), 7-17.
Onurlubaş, E. (2018). Marka değeri boyutlarının marka bağlılığı ve satın alma niyeti üzerine etkisi: X marka beyaz eşya kullanıcıları üzerine bir uygulama. Turkish Studies, Economics, Finance and Politics, 13(30), 273-302.
Pan , P., Meng, J., & Lee, P. (2017). The mediating effects of presumed influences on Taiwanese consumers’ skepticism toward celebrity endorsed advertising. Journal of International Consumer Marketing, 29(1), 48-58.
Park, W., & Young, M. (1986). Consumer response to television commercials: The ımpact of ınvolvement and background music on brand attitude formation. Journal of Marketing Research, 23(1), 11-24.
Petty, R., Cacioppo, J., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of ınvolvement. Journal of Consumer Research, 10(2), 135-146.
Preston, I. (2003). Dilution and negation of consumer information by antifactual content: Proposals for solutions. Journal of Consumer Affairs, 37(1), 1-21.
Preston, I. L. (1998). Puffery and other “loophole” claims: How the law’s “Don’t ask, don’t tell” policy condones fraudulent falsity in advertising. Journal of Law and Commerce, 18(1), 49-114.
Putrevu, S., & Lord, K. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91.
Raziq, M., Ahmed, Q., Ahmad, M., Yusaf, S., Sajjad, A., & Waheed, S. (2018). Advertising skepticism, need for cognition and consumers’ attitudes. Marketing Intelligence & Planning. 36(6), 678-693
Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business Research, 69(12), 5993-6001.
Shen, G., Chiou, J., Hsiao, C., Wang, C., & Li, H. (2016). Effective marketing communication via social networking site: the moderating role of the social tie. Journal of Business Research, 69(6), 2265-2270.
Skarmeas, D., & Leonidou, C. (2013). When consumers doubts, watch out! The role of CSR skepticism. Journal of Business Research,, 66, 1831–1838.
Szykman, L., Bloom, P., & Levy, A. (1997). A proposed model of the use of package claims and nutrition labels. Journal of Public Policy & Marketing, 16(2), 228-241.
Şimşek , Ö. (2007). Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve LİSREL Uygulamaları. Ankara: Ekinox.
Tek, Ö. (1999). Pazarlama İlkeleri ve Global Yönetimsel Yaklaşım Türkiye Uygulamaları. İstanbul: Beta.
Tekin, M., Öztürk, D., & Kara, S. (2021). Reklama Yönelik Şüphenin Marka Deneyimi ve Marka Güvenine Etkisi: Hazır Giyim Markası Üzerine Bir Araştırma. Tekstil ve Mühendis, 28(123), 219-232.
The Federal Trade Commission. (2004). http://www.ftc.gov/bcp/scofflaw/documents/ adresinden alındı.
Tosun, N. (2017). Marka Yönetimi (3 b.). İstanbul: Beta Yayıncılık.
Wells, W. (2014). Measuring Advertising Effectiveness. New York, NY: Psychology Press.
İndir
Yayınlanmış
Nasıl Atıf Yapılır
Sayı
Bölüm
Lisans
Telif Hakkı (c) 2023 Turkish Management Review
Bu çalışma Creative Commons Attribution 4.0 International License ile lisanslanmıştır.
Dergimizde yayımlanan makaleler, 