Araştırma Makalesi
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Sosyal Reklamlarda Çocuk Unsurunun Etkisi: Psikofizyolojik Veri Hasadı Tekniği ile Bir Araştırma

Yıl 2023, Cilt: 13 Sayı: 3, 3399 - 3420, 30.11.2023
https://doi.org/10.48146/odusobiad.1273833

Öz

Şirketlerin KSS iletişimlerini geniş kitlelere duyurmadaki en önemli aracı olarak sosyal reklamlar, şirketlerin paydaşları ve özellikle tüketicileri nezdinde olumlu bir algı geliştirmesine fayda sağlamaktadır. Bu anlamda sosyal reklamlarda tutum, davranış değişikliği ve ürüne/markaya karşı anlam yaratılmasını etkileyecek unsurlar daha değerli bir inceleme alanına dönüşmektedir. Psikofizyolojik Veri Hasadı Tekniği ve anket tekniğinin yer aldığı bir yöntem yaklaşımı sunan çalışmada, sosyal sorumluluk iletişiminin reklam aracında yer alan çocuk unsuruna yönelik izleyici algısındaki farklılıkların/benzerliklerin ortaya çıkarılması amaçlanmıştır. Psikofizyolojik Veri Hasadı, insanların belli bir uyarana karşı verdiği psikofizyolojik tepkilerden oluşan verilerin, biyometrik araçlar ile eş zamanlı olarak elde edilmesi olarak ifade edilebilir. Araştırma sonuçlarında, seçilen iki sosyal reklamda ortalama odaklanma sayılarında farklılıklar bulgulanmasına rağmen, görsel dikkat ortalamalarının birbirlerine yakın olduğu görülmüştür. Dolayısıyla bu araştırma, sosyal reklamlarda çocuk unsurunun izleyicilerde yüksek düzeyde bir dikkat oluşturmadığını göstermiştir. Sosyal reklamlarda çocuk unsurunun izleyicilerde yüksek düzeyde dikkat oluşturmamasına karşın, çocuk unsuru olan sosyal reklamdaki odaklanma sayılarında dikkate değer farklılıklar bulunmaktadır. Ayrıca görsel dikkati üzerine çeken ve sürdüren temel unsurun insan figürü olduğu, reklamla ilgili önceki deneyimlerin görsel dikkat ortalamalarına ve odaklanma miktarlarına düşük düzeyde etki ettiği bulgulanmıştır.

Kaynakça

  • Aktaş, S. C., & Çiçek, B. (2019). Farklı kuşaktaki kadın ve erkeklerin sürdürülebilir tüketim davranışlarının incelenmesi. Third Sector Social Economic Review, 54(4), 1957-1978.
  • Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep learning for EEG-based preference classification in neuromarketing. Applied Sciences, 10(4), 1525.
  • Ang, R., Shao, Z., Liu, C., Yang, C., & Zheng, Q. (2022). The relationship between CSR and financial performance and the moderating effect of ownership structure: Evidence from Chinese heavily polluting listed enterprises. Sustainable Production and Consumption, 30, 117-129.
  • Aydın, M. S., Depboylu, K., & Erdem, N. (2021). Biometric data harvesting: Proposals on remote biometric data harvesting and measurements in human behaviours scope. In Zeynel Karacagil (Eds.). Current debates on social sciences 7 human studies (pp. 107-113). Bilgin Kültür Sanat Yayınları.
  • Becan, C. & Kaya, H. (2022). Reklamlarda insan görseli kullanımı üzerine dikkat düzeyinin ölçümlenmesine yönelik keşfedici bir araştırma: Nöropazarlama yöntemi olarak bir göz takibi çalışması. Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi, 5(2) , 9-39.
  • Beurden, P. V., & Gossling, T. (2008). The worth of values – a literature review on the relation between corporate social and financial performance. Journal of Business Ethics, 82(2), 69–82.
  • Bittner, E. A., & Leimeister, J. M. (2011). Towards CSR 2.0-potentials and challenges of Web 2.0 for corporate social responsibility communication. European Academy of Management (EURAM).
  • Brebner, J. (2002). Gender and emotions. Personality and Individual Differences. 34, 387-394.
  • Buscher, G., Cutrell, E., & Morris, M. R. (2009, April). What do you see when you're surfing? Using eye tracking to predict salient regions of web pages. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 21-30).
  • Büchner, L. M. (2012). Corporate social responsibility and sustainability from a global, European and corporate perspective. Corporate Social Responsibility and Sustainable Governance. 13, 41-55.
  • Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer Research, 41(6), 1412–1425.
  • Cho, S. J., Chung, C. Y., & Young, J. (2019). Study on the relationship between CSR and financial performance. Sustainability, 11(2), 343.
  • Crane, A., & Glozer, S. (2016). Researching corporate social responsibility communication: Themes, opportunities and challenges. Journal of Management Studies, 53(7), 1223-1252.
  • Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturersmarket to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240.
  • Cyr. D., Head, H., Larios, H. ve Pan, B. (2009): Exploring human images in website design: A multi-method approach. Mis Quarterly, 33(3), 539–566.
  • Diehl, S., Terlutter, R., & Mueller, B. (2016). Doing good matters to consumers: The effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns. International Journal of Advertising, 35(4), 730-757.
  • Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International journal of management reviews, 12(1), 8-19.
  • Eisenegger, M., & Schranz, M. (2011). Reputation management and corporate social responsibility. The handbook of communication and corporate social responsibility, 129-146.
  • Emmanuel, B., & Priscilla, O. A. (2022). A review of corporate social responsibility and its relationship with customer satisfaction and corporate image. Open Journal of Business and Management, 10(2), 715-728.
  • Farnsworth, B. (2022, August 2). Eye tracking: The complete pocket guide. Imotions. https://imotions.com/ (Alıntı tarihi: 5.2.2023)
  • Frynas, J. G. (2005). The false developmental promise of corporate social responsibility: Evidence from multinational oil companies. International affairs, 81(3), 581-598.
  • Girişken, Y. (2015). Gerçeği algıla. Beta Yayınları.
  • Grady, J. S., Her, M., Moreno, G., Perez, C., ve Yelinek, J. (2019). Emotions in storybooks: A comparison of storybooks that represent ethnic and racial groups in the United States. Psychology of Popular Media Culture, 8(3), 207– 217. https://doi.org/10.1037/ppm0000185
  • Ihlen, Ø. (2010). Corporate social responsibility und die rhetorische Situation. J. Raupp, S. Jarolimek, & F. Schultz içinde, Handbuch CSR (s. 150-170). VS Verlag für Sozialwissenschaften.
  • Kartal, A. ve Tatlı, E. (2020). Yeşil reklamların z kuşağı tüketicilerin satın alma kararları üzerine etkisi. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi (UKSAD), 6(1), 208-224.
  • Kılıç Taran, B. & Akbayır, Z. (2022). Kurumsal sosyal sorumluluk iletişiminde reklam: Alana ilişkin bir içerik analizi. Türkiye İletişim Araştırmaları Dergisi , (40) , 146-172 .
  • Kılıçlı, Y. & Aygün, M. (2023). Kurumsal sosyal sorumluluğun finansal performans üzerindeki etkisi: Entelektüel sermaye ile rekabet avantajının aracılık rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi , 19 (1) , 187-210 .
  • Kinsey, J. (1987). The use of children in advertising and the impact of advertising aimed at children. International Journal of Advertising, 6(2), 169-175.
  • Krzysztof Krejtz, Andrew Duchowski, Izabela Krejtz, Agnieszka Szarkowska, and Agata Kopacz. 2016. Discerning Ambient/Focal Attention with Coefficient K. ACM Trans. Appl. Percept. 13, 3, Article 11 (May 2016), 20 pages. https://doi.org/10.1145/2896452
  • Kumar, R., & Tripathi, V. (2022). Green advertising: Examining the role of celebrity’s credibility using SEM approach. Global Business Review, 23(2), 440-459.
  • Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of business ethics, 95(3), 457-469.
  • Lee, J., & Ahn, J. H. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119-137.
  • Lin, S. W., Huang, E. Y., & Cheng, K. T. (2022). Understanding organizational reputation formation in mobile commerce. Electronic Commerce Research and Applications, 55.
  • Marin, L. S. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics (1), 65–78.
  • Mattila, A. S., Hanks, L., & Kim, E. E. (2010). The impact of company type and corporate social responsibility messaging on consumer perceptions. Journal of Financial Services Marketing, 15, 126–135.
  • McDonald, L., & Lai, C. (2011). Impact of corporate social responsibility initiatives on Taiwanese banking customers. International Journal of Bank Marketing, 29(1), 50-63.
  • McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of management review, 26(1), 117-127.
  • Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business ethics: A European review, 15(4), 323-338.
  • Min, X., Zhai, G., Gu, K., Liu, J., Wang, S., Zhang, X., & Yang, X. (2017). Visual attention analysis and prediction on human faces. Information Sciences, 420, 417-430.
  • Nielsen, A. E., & Thomsen, C. (2018). Reviewing corporate social responsibility communication: a legitimacy perspective. Corporate Communications: An International Journal, 492-511.
  • Oberseder, M., Schlegelmilch, B. B., & Gruber, V. (2011). “Why don’t consumers care about CSR?”: A qualitative study exploring the role of CSR in consumption decisions. Journal of Business Ethics, 104(4), 449-460.
  • Özgen, E. (2006). Kurumsal sosyal sorumluluk projeleri. Maviağaç.
  • Pernice, K., & Nielsen, J. (2009). How to conduct eyetracking studies. NielsenNorman Group, 945397498.
  • Pira, A., & Sohodol, Ç. (2003). Satın alma kararını etkileyen bir unsur olarak reklamlarda çocuğun kullanılması. I. Uluslararası Çocuk ve İletişim Konferansı Bildirileri. İstanbul.
  • Popoli, P. (2011). Linking CSR strategy and brand image: Different approaches in local and global markets. Marketing Theory, 11(4), 419-433.
  • Pradana, A. F., Hasan, S., Putra, A. H., & Kalla, R. (2022). Moderating of SERVQUAL on E-WOM, product quality, and brand image on and E-commerce purchase intention. Golden Ratio of Mapping Idea and Literature Format, 2(1), 36-51.
  • Rhou, Y., Singal, M., & Koh, Y. (2016). CSR and financial performance: The role of CSR awareness in the restaurant industry. International Journal of Hospitality Management, 57, 30-39.
  • Rothman, D. (2016). A Tsunami of learners called Generation Z.
  • Scharf, E. R., & Fernandes, J. (2013). The advertising of corporate social responsibility in a Brazilian bank. International Journal of Bank Marketing, 31(1), 24 – 37.
  • Schindler, M., & Lilienthal, A. J. (2019). Domain-specific interpretation of eye tracking data: Towards a refined use of the eye-mind hypothesis for the field of geometry. Educational Studies in Mathematics, 101(1), 123-139.
  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
  • Strahilevitz, M. (2003). The effects of prior impressions of a firm's ethics on the success of a cause-related marketing campaign: Do the good look better while the bad look worse?. Journal of Nonprofit and Public Sector Marketing, 11, 77-92.
  • Taş, H. Y., Demirdöğmez, M., & Küçükoğlu, M. (2017). Geleceğimiz olan Z kuşağının çalışma hayatına muhtemel etkileri. Uluslararası Toplum Araştırmaları Dergisi, 7(13), 1031-1048.
  • Uğurlu, E. G., & Uğurlu, H. (2017). Reklamlarda çocuk karakterlerin kullanımı: Türkiye örneği. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 8(19).
  • Van Thuy, N., Anh, N. T., & Binh, N. T. (2022). Impact of brand equity on consumer purchase decision: A case study of mobile retailer in Hochiminh City, Vietnam. Journal of Eastern European and Central Asian Research (JEECAR), 9(2), 229-239.
  • Wilkinson, K. M., & Light, J. (2011). Preliminary investigation of visual attention to human figures in photographs: Potential considerations for the design of aided AAC visual scene displays. Journal of Speech, Language, and Hearing Research, 54, 1644–1657.
  • Yıldız, S. T., (2022). Dijitalin yerlileri: Z kuşağinin tüketici kimliği. http://sml.boun.edu.tr/index.php/2022/03/19/dijitalin-yerlileri-z-kusaginin-tuketici-kimligi/
  • Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of consumer psychology, 16(4), 377-390.
  • Yücel, H., & Kara, B. (2007). Reklamda çocuk imgesinin işlevi: 2006-2007 Türk televizyon reklamlarında çocuk kullanımı. Galatasaray Üniversitesi İletişim Dergisi, 6, 121-140.

The Effect of Child Element in Social Advertisements: A Study with Psychophysiological Data Harvesting Technique

Yıl 2023, Cilt: 13 Sayı: 3, 3399 - 3420, 30.11.2023
https://doi.org/10.48146/odusobiad.1273833

Öz

As the most important tool for companies to announce their CSR communications to large audiences, social advertisements help to develop a positive perception of business assets, especially among consumers. In these dominant social advertisements, the elements of attitude, behavior change and creating meaning towards the product/brand become a more valuable field of study. Psychophysiological Data Harvesting Technique and survey techniques, includes revealing the differences/similarities in the perception of monitoring towards the child component in the advertising tool of social responsibility communication. In the results of the research, although there are findings in the average focus numbers the visual attention averages are close to close. Thus, this research shows that children's components do not generate a high level of attention in their characteristics in social ads. Although it does not create a high level of attention in the presence of child features in social ads, it has remarkable qualities in the number of focus in social advertising, which is in the child components. It has been found that the main components that attract and maintain visual attention are human parts, and previous experiences with the advertisement have a low effect on visual attention averages and focusing amounts.

Kaynakça

  • Aktaş, S. C., & Çiçek, B. (2019). Farklı kuşaktaki kadın ve erkeklerin sürdürülebilir tüketim davranışlarının incelenmesi. Third Sector Social Economic Review, 54(4), 1957-1978.
  • Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep learning for EEG-based preference classification in neuromarketing. Applied Sciences, 10(4), 1525.
  • Ang, R., Shao, Z., Liu, C., Yang, C., & Zheng, Q. (2022). The relationship between CSR and financial performance and the moderating effect of ownership structure: Evidence from Chinese heavily polluting listed enterprises. Sustainable Production and Consumption, 30, 117-129.
  • Aydın, M. S., Depboylu, K., & Erdem, N. (2021). Biometric data harvesting: Proposals on remote biometric data harvesting and measurements in human behaviours scope. In Zeynel Karacagil (Eds.). Current debates on social sciences 7 human studies (pp. 107-113). Bilgin Kültür Sanat Yayınları.
  • Becan, C. & Kaya, H. (2022). Reklamlarda insan görseli kullanımı üzerine dikkat düzeyinin ölçümlenmesine yönelik keşfedici bir araştırma: Nöropazarlama yöntemi olarak bir göz takibi çalışması. Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi, 5(2) , 9-39.
  • Beurden, P. V., & Gossling, T. (2008). The worth of values – a literature review on the relation between corporate social and financial performance. Journal of Business Ethics, 82(2), 69–82.
  • Bittner, E. A., & Leimeister, J. M. (2011). Towards CSR 2.0-potentials and challenges of Web 2.0 for corporate social responsibility communication. European Academy of Management (EURAM).
  • Brebner, J. (2002). Gender and emotions. Personality and Individual Differences. 34, 387-394.
  • Buscher, G., Cutrell, E., & Morris, M. R. (2009, April). What do you see when you're surfing? Using eye tracking to predict salient regions of web pages. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 21-30).
  • Büchner, L. M. (2012). Corporate social responsibility and sustainability from a global, European and corporate perspective. Corporate Social Responsibility and Sustainable Governance. 13, 41-55.
  • Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer Research, 41(6), 1412–1425.
  • Cho, S. J., Chung, C. Y., & Young, J. (2019). Study on the relationship between CSR and financial performance. Sustainability, 11(2), 343.
  • Crane, A., & Glozer, S. (2016). Researching corporate social responsibility communication: Themes, opportunities and challenges. Journal of Management Studies, 53(7), 1223-1252.
  • Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturersmarket to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240.
  • Cyr. D., Head, H., Larios, H. ve Pan, B. (2009): Exploring human images in website design: A multi-method approach. Mis Quarterly, 33(3), 539–566.
  • Diehl, S., Terlutter, R., & Mueller, B. (2016). Doing good matters to consumers: The effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns. International Journal of Advertising, 35(4), 730-757.
  • Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International journal of management reviews, 12(1), 8-19.
  • Eisenegger, M., & Schranz, M. (2011). Reputation management and corporate social responsibility. The handbook of communication and corporate social responsibility, 129-146.
  • Emmanuel, B., & Priscilla, O. A. (2022). A review of corporate social responsibility and its relationship with customer satisfaction and corporate image. Open Journal of Business and Management, 10(2), 715-728.
  • Farnsworth, B. (2022, August 2). Eye tracking: The complete pocket guide. Imotions. https://imotions.com/ (Alıntı tarihi: 5.2.2023)
  • Frynas, J. G. (2005). The false developmental promise of corporate social responsibility: Evidence from multinational oil companies. International affairs, 81(3), 581-598.
  • Girişken, Y. (2015). Gerçeği algıla. Beta Yayınları.
  • Grady, J. S., Her, M., Moreno, G., Perez, C., ve Yelinek, J. (2019). Emotions in storybooks: A comparison of storybooks that represent ethnic and racial groups in the United States. Psychology of Popular Media Culture, 8(3), 207– 217. https://doi.org/10.1037/ppm0000185
  • Ihlen, Ø. (2010). Corporate social responsibility und die rhetorische Situation. J. Raupp, S. Jarolimek, & F. Schultz içinde, Handbuch CSR (s. 150-170). VS Verlag für Sozialwissenschaften.
  • Kartal, A. ve Tatlı, E. (2020). Yeşil reklamların z kuşağı tüketicilerin satın alma kararları üzerine etkisi. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi (UKSAD), 6(1), 208-224.
  • Kılıç Taran, B. & Akbayır, Z. (2022). Kurumsal sosyal sorumluluk iletişiminde reklam: Alana ilişkin bir içerik analizi. Türkiye İletişim Araştırmaları Dergisi , (40) , 146-172 .
  • Kılıçlı, Y. & Aygün, M. (2023). Kurumsal sosyal sorumluluğun finansal performans üzerindeki etkisi: Entelektüel sermaye ile rekabet avantajının aracılık rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi , 19 (1) , 187-210 .
  • Kinsey, J. (1987). The use of children in advertising and the impact of advertising aimed at children. International Journal of Advertising, 6(2), 169-175.
  • Krzysztof Krejtz, Andrew Duchowski, Izabela Krejtz, Agnieszka Szarkowska, and Agata Kopacz. 2016. Discerning Ambient/Focal Attention with Coefficient K. ACM Trans. Appl. Percept. 13, 3, Article 11 (May 2016), 20 pages. https://doi.org/10.1145/2896452
  • Kumar, R., & Tripathi, V. (2022). Green advertising: Examining the role of celebrity’s credibility using SEM approach. Global Business Review, 23(2), 440-459.
  • Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of business ethics, 95(3), 457-469.
  • Lee, J., & Ahn, J. H. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119-137.
  • Lin, S. W., Huang, E. Y., & Cheng, K. T. (2022). Understanding organizational reputation formation in mobile commerce. Electronic Commerce Research and Applications, 55.
  • Marin, L. S. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics (1), 65–78.
  • Mattila, A. S., Hanks, L., & Kim, E. E. (2010). The impact of company type and corporate social responsibility messaging on consumer perceptions. Journal of Financial Services Marketing, 15, 126–135.
  • McDonald, L., & Lai, C. (2011). Impact of corporate social responsibility initiatives on Taiwanese banking customers. International Journal of Bank Marketing, 29(1), 50-63.
  • McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of management review, 26(1), 117-127.
  • Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business ethics: A European review, 15(4), 323-338.
  • Min, X., Zhai, G., Gu, K., Liu, J., Wang, S., Zhang, X., & Yang, X. (2017). Visual attention analysis and prediction on human faces. Information Sciences, 420, 417-430.
  • Nielsen, A. E., & Thomsen, C. (2018). Reviewing corporate social responsibility communication: a legitimacy perspective. Corporate Communications: An International Journal, 492-511.
  • Oberseder, M., Schlegelmilch, B. B., & Gruber, V. (2011). “Why don’t consumers care about CSR?”: A qualitative study exploring the role of CSR in consumption decisions. Journal of Business Ethics, 104(4), 449-460.
  • Özgen, E. (2006). Kurumsal sosyal sorumluluk projeleri. Maviağaç.
  • Pernice, K., & Nielsen, J. (2009). How to conduct eyetracking studies. NielsenNorman Group, 945397498.
  • Pira, A., & Sohodol, Ç. (2003). Satın alma kararını etkileyen bir unsur olarak reklamlarda çocuğun kullanılması. I. Uluslararası Çocuk ve İletişim Konferansı Bildirileri. İstanbul.
  • Popoli, P. (2011). Linking CSR strategy and brand image: Different approaches in local and global markets. Marketing Theory, 11(4), 419-433.
  • Pradana, A. F., Hasan, S., Putra, A. H., & Kalla, R. (2022). Moderating of SERVQUAL on E-WOM, product quality, and brand image on and E-commerce purchase intention. Golden Ratio of Mapping Idea and Literature Format, 2(1), 36-51.
  • Rhou, Y., Singal, M., & Koh, Y. (2016). CSR and financial performance: The role of CSR awareness in the restaurant industry. International Journal of Hospitality Management, 57, 30-39.
  • Rothman, D. (2016). A Tsunami of learners called Generation Z.
  • Scharf, E. R., & Fernandes, J. (2013). The advertising of corporate social responsibility in a Brazilian bank. International Journal of Bank Marketing, 31(1), 24 – 37.
  • Schindler, M., & Lilienthal, A. J. (2019). Domain-specific interpretation of eye tracking data: Towards a refined use of the eye-mind hypothesis for the field of geometry. Educational Studies in Mathematics, 101(1), 123-139.
  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
  • Strahilevitz, M. (2003). The effects of prior impressions of a firm's ethics on the success of a cause-related marketing campaign: Do the good look better while the bad look worse?. Journal of Nonprofit and Public Sector Marketing, 11, 77-92.
  • Taş, H. Y., Demirdöğmez, M., & Küçükoğlu, M. (2017). Geleceğimiz olan Z kuşağının çalışma hayatına muhtemel etkileri. Uluslararası Toplum Araştırmaları Dergisi, 7(13), 1031-1048.
  • Uğurlu, E. G., & Uğurlu, H. (2017). Reklamlarda çocuk karakterlerin kullanımı: Türkiye örneği. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 8(19).
  • Van Thuy, N., Anh, N. T., & Binh, N. T. (2022). Impact of brand equity on consumer purchase decision: A case study of mobile retailer in Hochiminh City, Vietnam. Journal of Eastern European and Central Asian Research (JEECAR), 9(2), 229-239.
  • Wilkinson, K. M., & Light, J. (2011). Preliminary investigation of visual attention to human figures in photographs: Potential considerations for the design of aided AAC visual scene displays. Journal of Speech, Language, and Hearing Research, 54, 1644–1657.
  • Yıldız, S. T., (2022). Dijitalin yerlileri: Z kuşağinin tüketici kimliği. http://sml.boun.edu.tr/index.php/2022/03/19/dijitalin-yerlileri-z-kusaginin-tuketici-kimligi/
  • Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of consumer psychology, 16(4), 377-390.
  • Yücel, H., & Kara, B. (2007). Reklamda çocuk imgesinin işlevi: 2006-2007 Türk televizyon reklamlarında çocuk kullanımı. Galatasaray Üniversitesi İletişim Dergisi, 6, 121-140.
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm ARAŞTIRMA MAKALESİ
Yazarlar

Mustafa Seçkin Aydın 0000-0002-6200-8978

Aslı İcil Tuncer 0000-0003-3171-4682

Yaren Demirel 0000-0002-8813-0226

Erken Görünüm Tarihi 27 Ekim 2023
Yayımlanma Tarihi 30 Kasım 2023
Gönderilme Tarihi 30 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 13 Sayı: 3

Kaynak Göster

APA Aydın, M. S., İcil Tuncer, A., & Demirel, Y. (2023). Sosyal Reklamlarda Çocuk Unsurunun Etkisi: Psikofizyolojik Veri Hasadı Tekniği ile Bir Araştırma. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 13(3), 3399-3420. https://doi.org/10.48146/odusobiad.1273833

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