Year 2019, Volume , Issue 30, Pages 117 - 145 2019-06-26

Reklamlara Karşı Reklam Engelleme Programları: Tüketiciler Nasıl Tepkiler Veriyor?
BANNIÈRE PUBLICITAIRE vs. LES PROGRAMMES DE BLOCAGE: COMMENT LES CONSOMMATEURS RÉAGISSENT?
Advertising Versus Ad Blocking Programms: How Consumer Response?

Yasemin BOZKURT [1]


İnternet ortamındaki kontrolsüz reklamcılığın sonucunda tüketicilerin reklamlara yönelik ilgisi ve güveni azalmıştır. Smart TV, reklam engelleme programları gibi çeşitli yöntemlerin ortaya çıkışı, reklamlardan kaçmaya çalışan tüketiciler için yeni çözüm yolları haline gelmiştir. Reklam engelleme programları (REP), tarayıcılara yüklenen bir eklenti veya aplikasyonla tüketicilerin internet reklamlarıyla karşılaşmasına engel olan programlardır. Telefonlara ve bilgisayarlara kolaylıkla yüklenebilen bu uygulamalar hakkında tüketicilerin ne kadar bilgi düzeyine sahip olduğu, tutum ve davranışsal eğilimlerinin ne olduğunun ortaya çıkarılması internet reklamcılığının paydaşları ve akademisyenler açısından önem kazanmaktadır. Çünkü kullanım düzeyi hızla artan bu uygulamalar, gelir kaynağı reklam olan medya ve reklamcılık sektörünü tehdit etmektedir. Bu çalışmanın amacı, tüketicilerin REP’e yönelik bilgi, tutum ve davranış durumlarını ortaya çıkarmaktır. Amaca dayalı örneklem yöntemi kullanılarak internet kullanıcılarından oluşan örnekleme anket uygulanmıştır. Araştırma sonucunda katılımcıların REP’e yönelik yeterli bilgiye sahip olmadığı, bilgi sahibi olduklarında olumlu tutum ve davranış eğilimleri gösterdikleri belirlenmiştir.

En raison de la publicité non contrôlée sur internet, les consommateurs ont perdu confiance et n’y portent aucun intérêt. L’émergence des nouvelles Technologies comme  les télévisions connectées ou les écrans intelligents ou encore les différents programmes de blocage des bannières publicitaires, appelés aussi “pop up”, sont les parades qu’adoptent les consommateurs afin de palier à ces publicités envahissantes. Ces moyens anti-pub, peuvent être facilement installés sur les smartphones ou les ordinateurs. Même les navigateurs et moteurs de recherches proposent d’activer ou de désactiver ces bloqueurs de publicités via des boutons ou des interfaces préalablement installés. Ces publicités abusives, sont en réalité une source financière pour les médias, menaçant progressivement la publicité ordinaire sous forme d’affiches dans la rue, dans les brochures et autres catalogues en papier.
L’objectif de cette étude est de nous éclairer sur la manière d’utiliser ces "anti “pop up” et les différents moyens employés par les consommateurs pour éviter ce matraquage publicitaire sur internet. Le questionnaire utilisé ici, est fondé sur la méthode de l’échantillonnage, basée sur un fragment choisi parmi les internautes, car aucune étude officielle ni recherche approfondie n’a été effectuée par l’État. Ce dernier ne possède pas d’informations ou de renseignements concernant ce sujet, ne dispose d’aucun niveau de connaissance, et ne peut dans ce cas nous renseigner de façon réelle sur les différents comportements des consommateurs, ainsi que leurs attitudes vis à vis de ces tendances à bloquer toutes ces bannières publicitaires envahissant son espace sur internet.


As a result of the lack of control in mobile and online advertisements, consumer interest and trust in advertisements have decreased. The emergence of a variety of methods, such as Smart TV, ad blocking programs, has become a new solution for consumers trying to escape from advertising. Ad blocking programs (REP) are those programs that prevent encountering various advertisement applications, thanks to an add-on or an application. It is important to find out how much knowledge the consumers have and how their attitudes and behavioral tendencies are about the applications that can be easily installed on phones and computers for the internet advertising stakeholders and academics. Because these applications, whose level of use is rapidly increasing, threaten the media and advertising sector that advertising is the source of their income. So the aim of this study is to reveal the consumers' knowledge, attitudes and behaviors towards REP. A questionnaire was applied to the participants that are internet users and chosen by using objective-oriented sampling method. As a result of the study, it was determined that the participants did not have sufficient knowledge about REP and showed positive attitude and behavior tendencies when they were informed.


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Primary Language tr
Subjects Social
Journal Section Articles
Authors

Orcid: 0000-0001-8183-0337
Author: Yasemin BOZKURT (Primary Author)
Institution: PAMUKKALE ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ, HALKLA İLİŞKİLER VE TANITIM BÖLÜMÜ
Country: Turkey


Dates

Publication Date : June 26, 2019

APA BOZKURT, Y . (2019). Reklamlara Karşı Reklam Engelleme Programları: Tüketiciler Nasıl Tepkiler Veriyor?. Galatasaray Üniversitesi İletişim Dergisi , (30) , 117-145 . DOI: 10.16878/gsuilet.484551