Araştırma Makalesi
BibTex RIS Kaynak Göster

Kullanıcıların Facebook’a Olan Duygusal Bağlılıkları ve Facebook’taki Reklamlara Karşı Gösterdikleri Tavırlar

Yıl 2018, Cilt: 9 Sayı: 33, 77 - 90, 01.07.2018
https://doi.org/10.5824/1309-1581.2018.3.004.x

Öz

Bu araştırma, internet kullanıcılarının, en popüler sosyal medya sitelerinden biri olan Facebook’a karşı duygusal bağlılıkları ile Facebook’taki reklamlara olan tavırlarını inceler. Ayrıca, farklı cinsiyetler de Facebook’a olan duygusal bağlılığı ölçmek için kullanılmıştır. Universite öğrencilerine yapılan ankette elde edilen sonuçlar, Pearson korelasyonu ve doğrusal regresyon analizleri ile yürütülmüştür. Araştırma sonuçları, Facebook’a olan duygusal bağlılık ile kullanıcıların, Facebook reklamlarına karşı olan tavırları arasında güçlü bir ilişki olduğunu göstermektedir. Buna ek olarak, kadınların, Facebook’a olan bağlılığının erkeklere oranla daha güçlü olduğu gözlemlenmiştir.

Kaynakça

  • Bronner, A. E., & Neijens, P. C. (2006). Audience experiences of media context and embedded advertising: A comparison of eight media. International Journal of Market Research (48), 81-100.
  • Calder, B. J., Malthouse, E.C. & Schaedel, U. (2009), An experimental study of Relationship between online engagement and advertising effectiveness, Journal of Interactive Marketing 23, 321-331
  • Evans, M. (July 31, 2012). Maybe Social And Advertising Don't Play Nice Together. Retrieved from http://www.forbes.com/sites/markevans/2012/07/31/maybe-socialand- advertising-dont-play-nice-together/
  • Facebook key facts. (n.d.). Retrieved April 1st, 2013, from http://newsroom.fb.com/Key-Facts
  • Fink, L.D. (2003). Creating Significant Learning Experiences. San Francisco, CA: Jossey Bass. [Available in the CST Resource Centre]
  • Raice, S. (2012, Aug 15). Inside Facebook’s Push to Woo Big Advertisers.The Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10000872396390444246904577575351814047494
  • Weiser, E. B. (2000). Gender differences in Internet use patterns and Internet application preferences: A two-sample comparison. CyberPsychology and Behavior, 3(2), 167-178.
  • Wolin, L. D., & Korgaonkar, P. (2003). Web advertising: gender differences in beliefs, attitudes and behavior. Internet Research, 13(5), 375-385.
  • Xueying zhan. 2005. “Facebook users’ experıence and attıtude toward facebook ads” Master of Arts in Applied Linguistics Beijing Foreign Studies University Beijing, China 2005

Users’ Emotional Connectedness to Facebook and Their Attitudes Towards Facebook Advertisements

Yıl 2018, Cilt: 9 Sayı: 33, 77 - 90, 01.07.2018
https://doi.org/10.5824/1309-1581.2018.3.004.x

Öz

This study investigates the association between the emotional connectedness to Facebook, a popular online social network site, and the users’ attitudes towards Facebook advertising. Gender differences were used to moderate the users’ emotional connectedness to Facebook as males and females. A Pearson’s correlation and a linear regression analyses conducted on results from a survey of undergraduate students suggest a strong relationship between the emotional connectedness to Facebook and the users’ attitudes towards Facebook advertising. Such relationship is found stronger in females than males.

Kaynakça

  • Bronner, A. E., & Neijens, P. C. (2006). Audience experiences of media context and embedded advertising: A comparison of eight media. International Journal of Market Research (48), 81-100.
  • Calder, B. J., Malthouse, E.C. & Schaedel, U. (2009), An experimental study of Relationship between online engagement and advertising effectiveness, Journal of Interactive Marketing 23, 321-331
  • Evans, M. (July 31, 2012). Maybe Social And Advertising Don't Play Nice Together. Retrieved from http://www.forbes.com/sites/markevans/2012/07/31/maybe-socialand- advertising-dont-play-nice-together/
  • Facebook key facts. (n.d.). Retrieved April 1st, 2013, from http://newsroom.fb.com/Key-Facts
  • Fink, L.D. (2003). Creating Significant Learning Experiences. San Francisco, CA: Jossey Bass. [Available in the CST Resource Centre]
  • Raice, S. (2012, Aug 15). Inside Facebook’s Push to Woo Big Advertisers.The Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10000872396390444246904577575351814047494
  • Weiser, E. B. (2000). Gender differences in Internet use patterns and Internet application preferences: A two-sample comparison. CyberPsychology and Behavior, 3(2), 167-178.
  • Wolin, L. D., & Korgaonkar, P. (2003). Web advertising: gender differences in beliefs, attitudes and behavior. Internet Research, 13(5), 375-385.
  • Xueying zhan. 2005. “Facebook users’ experıence and attıtude toward facebook ads” Master of Arts in Applied Linguistics Beijing Foreign Studies University Beijing, China 2005
Toplam 9 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Selen Özdalili Bu kişi benim

Ahmet Ertugan Bu kişi benim

Tunç D. Medeni Bu kişi benim

Yayımlanma Tarihi 1 Temmuz 2018
Gönderilme Tarihi 1 Temmuz 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 9 Sayı: 33

Kaynak Göster

APA Özdalili, S., Ertugan, A., & Medeni, T. D. (2018). Kullanıcıların Facebook’a Olan Duygusal Bağlılıkları ve Facebook’taki Reklamlara Karşı Gösterdikleri Tavırlar. AJIT-E: Academic Journal of Information Technology, 9(33), 77-90. https://doi.org/10.5824/1309-1581.2018.3.004.x