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İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME

Year 2021, Volume: 9 Issue: 2, 566 - 597, 30.09.2021
https://doi.org/10.19145/e-gifder.916687

Abstract

Markalar için, marka mesajlarını hedef kitlelerine taşıyacak iletişim imkânları yaratmak gün geçtikçe daha zor hale gelmektedir. Yoğun mesaj bombardımanına tutulan tüketiciler, markaların gönderdikleri iletilerle çoğu zaman ilgilenmemekte hatta bu iletilerden kaçınma davranışı göstermektedirler. Bu durum reklam mesajlarında daha yoğun bir şekilde gözlenmektedir. Özellikle online mecralarda reklam kirliliğine maruz bırakılan tüketicilerde online reklamdan kaçınma davranışı ortaya çıkmakta; bunun sonucunda tüketiciler adblock programı kullanma gibi reklamdan kaçınma yollarına başvurmaktadırlar. Böylesi bir sonuç; reklam sektörünün devamlılığı konusunda endişeler yaratmakta, markaların reklam bütçeleri planlamalarında değişiklikler meydana getirmektedir. Bu çalışmada, geleceğin iletişim planlayıcıları ve uygulayıcıları olarak İletişim Fakültesi öğrencisi gençlerin, adblok kullanım durumları ve nedenleri, reklama yönelik çağrışımları ve reklamdan kaçınma davranışını etkileyen unsurlara yönelik tutumları ortaya çıkartılmış ve bu unsurlar ile online reklamdan kaçınma davranışı arasındaki ilişki incelenmiştir. Çalışmada veriler nicel veri toplama tekniklerinden anket tekniği ile toplanmıştır. Sonuçta, örnekleme dâhil edilen öğrencilerin yarısından fazlasının adblock kullandığı, en önemli adblock kullanma nedenlerinin reklamları gereksiz bulmaları olduğu, reklamdan kaçınma davranışına neden olan en önemli unsurun reklam kirliliği olduğu belirlenmiştir. Online reklamdan kaçınma davranışı ve reklamdan kaçınma davranışına neden olan unsurlar arasında istatistiki olarak anlamlı ilişkiler tespit edilmiş; kullanılan ölçeklerin ortalamalarında cinsiyet ve adblock kullanma değişkenlerine göre farklılıklar tespit edilmiştir

Supporting Institution

Yok

Project Number

Yok

Thanks

Yok

References

  • AAKER, A. David; BRUZZONE, E. Donald. (1985) ''Causes of Irritation in Advertising'' Journal of Marketing. 49 (2), p. 47-57.
  • ALTUNIŞIK, Remzi; COŞKUN, Recai; BAYRAKTAROĞLU, Serkan; YILDIRIM, Engin (2010). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı, (6. Baskı), Sakarya: Sakarya Yayıncılık.
  • ANDERSON, P. Simon and GANS, S. Joshua (2011) ''Platform Siphoning: Ad-Avoidance and Media Content'' American Economic Journal: Microeconomis. 3(4), p. 1-34.
  • BOZKURT, Yasemin (2019). ''Reklamlara Karşı Reklam Engelleme Programları: Tüketici Tepkilerine Yönelik Bir Araştırma'', İleti-ş-im, 30, s. 1-29.
  • CHO, Chang-Hoan and CHEON, John Hongsik (2004) ''Why Do People Avoid Advertising on the Internet? '' The Journal of Advertising. 33(4), p. 89-97.
  • CRESWELL, John (2014). Araştırma Deseni, (Çev. Ed. Selçuk Bekir Demir), Ankara: Eğiten Kitap.
  • ÇÖMLEKÇİ, Necla (2001). Bilimsel Araştırma Yöntemi Ve İstatistiksel Anlamlılık Sınamaları, İstanbul: Bilim Teknik Yayınevi.
  • DAŞDEMİR, İsmet (2016). Bilimsel Araştırma Yöntemleri, Ankara: Nobel Yayıncılık.
  • DEAN, Brian; ''Ad Blocker Usage and Demographic Statistics in 2021,'' https://backlinko.com/ad-blockers-users. Erişim Tarihi: 02. 04. 2021.
  • DEMİREL, Fırat; ''Türkiye'de reklam engelleyici yazılım kullanımı ne durumda?, '' https://webrazzi.com/2017/04/21/turkiyede-reklam-engelleyici-yazilim-kullanimi-ne-durumda-rapor/. Erişim Tarihi: 01.11.2019.
  • EDWARDS, M. Steven; Lİ, Hairong; LEE, Joo-Hyun (2002) ''Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of PopUp Ads'' Journal of Advertising. 31 (3), p. 83-95.
  • HUH, Jisu; DELORME, E. Denise; REID, N. Leonard (2013). ''Irritation and Ad Avoidance Behaviors: Influencing Factors in the Context of OTC Analgesic Advertising'', American Academy of Advertising. Conference. Proceedings, 110-111.
  • HUSSAİN, Dildar and LASAGE, Helene (2014) ''Online Video Advertisement Avoidance: Can Interactivity Help?'' The Journal of Applied Business Research. 30(1), p. 43-50.
  • GONÇALVES, Maio Francisco Diogo (2014). Analysing The Senior Consumers’ Attitude Toward Advertising: Traditional and New Media, Instituto Universitário de Lisboa Unpublished Master Thesis, Lisboa. ISHAVERMA (2014) ''Advertising Credibility: A Review of Literature'' International Interdisciplinary Research Journal. 2(1), p. 189-199.
  • KARASAR, Niyazi (2007). Bilimsel Araştırma Yöntemi, (17. Baskı), Ankara: Nobel Yayın.
  • KELLY, Louise; KERR, Gayle; DRENNAN, Judy (2010) ''Avoidance of Advertising in Social Networking Sites'' Journal of Advertising. 10(2), p.16-27.
  • KINCAL, Y. Remzi (2010). Bilimsel Araştırma Yöntemleri, Ankara: Nobel Yayın Dağıtım.
  • KİM, Soojung (2015). Effects of Ad-Video Similarity, Ad Location, and User Control Option on Ad Avoidance and Advertiser-Intended Outcomes of Online Video Ads, University of Minnesota, Unpublished Dissertation for Doctor of,Philosophy, Minneapolis.
  • Lİ, Hairong; EDWARDS, M. Steven; LEE, Joo-Hyun (2002) ''Measuring the Intrusiveness of Advertisements: Scale Development and Validation'' Journal of Advertising. XXXI (2), p. 37-47.
  • MACKENZİE, B., Scott and LUTZ, J. Richard (1989) ''An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context'' Journal of Marketing. 53, p. 48-65.
  • McCOY, Scott; EVERARD, Andrea; POLAK, Peter; GALLETTA, F. Dennis (2008) ''An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness'' Int. Journal of Human–Computer Interaction, 24 (7), p. 672-699.
  • McCREERY, Stephen and KRUGMAN, M. Dean (2017) ''Tablets and TV Advertising: Understanding the Viewing Experience'' Journal of Current Issues & Research in Advertising. 38(2), p. 197-211.
  • McNEİLL, Patrick and CHAPMAN, Steve (2005). Research Methods, (Third Edition), New York: Routledge.
  • METZGER, J. Miriam and FLANAGIN, J. Andrew (2015). Psychological Approaches to Credibility Assessment Online, (Editor), Shyam Sundar. The Handbook of the Psychology of Communication Technology, New Jersey: John Wiley & Sons, p. 445-466.
  • MOORE, Jensen and RODGERS, Shelly (2005). "An Examination of Advertising Credibility and Skepticism in Five Different Media Using the Persuasion Knowledge Model", American Academy of Advertising. Conference. Proceedings, 10-18.
  • NEUMAN, W. Lawrence (2010). Toplumsal Araştırma Yöntemleri Nitel ve Nicel Yaklaşımları, (Çev: Sedef Özge), Ankara: Siyasal Kitabevi.
  • NYBERG, Josefie and CZARNECKİ Linnea (2017). Attitudes toward Location-based Advertising on Social Media Platforms, Halmstad University Unpublished Master Thesis, Halmstad.
  • OBERMİLLER, Carl and SPANGENBERG, R. Eric (1998) ''Development of a Scale to Measure Consumer Skepticism Toward Advertising'' Journal of Consumer Psychology, 7(2), p. 159-186.
  • PANNEERSELVAM, R. (2002). Research Methodology, New Delhi: Prentice-Hall of India.
  • POLLAY, W. Richard and MİTTAL, Banwari (1993) ''Here’is the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising'' Journal of Marketing. 57(3), p. 99-114.
  • PORTNOY, Felix (2012). Avoiding Ad Avoidance: Factors Affecting the Perception of Online Banner Ads, University of North Carolina at Chapel Hill Unpublished Dissertation for Doctor of,Philosophy, Chapel Hill.
  • PR NEWSWIRE; (2016), ''Online Video And TV Ads Consistently Reaching Less Than 10% Of Viewers. New York'', https://search.proquest.com/docview/1794777287?accountid=7181, Erişim Tarihi: 25.10.2019.
  • REJÓN-GUARDİA, Francisco and MARTÍNEZ-LÓPEZ, J. Francisco (2014) Online Advertising Intrusiveness and Consumers’ Avoidance Behavior. Handbook of Strategic e-Business Management, Progress in IS, 565-586.
  • ROJAS-MÉNDEZ, I. José; DAVİES, Gary; MADRAN, Canan (2009) ''Universal differences in advertising avoidance behavior: A cross-cultural study'' Journal of Business Research, 62(10), p. 947–954.
  • SPECK, Surgi Paul and ELLİOTT, T. Michael (1997) ''Predictors of Advertising Avoidance in Print and Broadcast Media'' Journal of Advertising, 26(3), p. 61-76.
  • STEPHALİ, Bhatt (2014). Matching Marketer's Ad Love with Consumer's Ad Avoidance, Part of Karim Temsamani's Brief at Google [Brand Equity]. New Delhi, The Economic Times. https://search.proquest.com/docview/1520020968?accountid=7181. Erişim Tarihi: 25.10.2019.
  • STUART, Greg (2008) ''You Can’t Avoid Ad Avoidance'', https://www.adweek.com/brand-marketing/you-cant-avoid-ad-avoidance-96852/, Erişim Tarihi: 03.03.2020.
  • ŞAHİNER, GEZER, Seda; ''Google, kullanıcılarına daha fazla "reklam engelleme" seçeneği sunacak,'' https://webrazzi.com/2018/01/26/google-reklam-engelleme/. Erişim tarihi: 01.11.2019.
  • YOUN, Seounmi and KİM, Seunghyun (2019a) ''Understanding Ad Avoidance on Facebook: Antecedents and Outcomes of Psychological Reactance'' Computer in Human Behavior. 98, p. 232-244.
  • YOUN, Seounmi and KİM, Seunghyun (2019b) ''Newsfeed Native Advertising on Facebook: Young Millenialss’ Knowledge, Pet Peeves, Reactance and Ad Avoidance'' International Journal of Advertising. 38 (5), p. 651-683.

A STUDY ON AD AVOIDANCE BEHAVIOR OF COMMUNICATION STUDENTS' AS A FORM OF COMMUNICATION

Year 2021, Volume: 9 Issue: 2, 566 - 597, 30.09.2021
https://doi.org/10.19145/e-gifder.916687

Abstract

Creating communication opportunities for brands to convey their brand messages to their target audiences is getting more difficult day by day. Consumers, who are bombarded with intense messages, are often not interested in the messages sent by brands, and even show avoidance of these messages. This situation is observed more intensely in advertising messages. Especially, consumers who are exposed to ad clutter in online media demonstrate ad avoidance behaviour and so consumers resort to ways of ad avoidance such as using the adblock program. Such a result; creates concerns about the continuity of the advertising industry and changes the advertising budgets of the brands. In this study, adblock usage, reasons for adblock usage, associations towards advertising and attitudes towards the factors affecting the ad avoidance behavior of the students of the Faculty of Communication who are communication planners and practitioners of the future were revealed and the relationship between these factors and online ad avoidance behavior was examined. In the study, data were collected through questionnaire that is one of the quantitative data collection techniques. In conclusion, these results were ascertained that more than half of the students included in the sample use adblock, the most important reason for using adblock is finding advertising unnecessary and the most important factor causing ad avoidance behavior is perceived ad clutter. Statistically significant relationships were found between online ad avoidance behavior and the factors that cause ad avoidance behavior and differences were found in the averages of the scales used according to the variables of gender and adblock use.

Project Number

Yok

References

  • AAKER, A. David; BRUZZONE, E. Donald. (1985) ''Causes of Irritation in Advertising'' Journal of Marketing. 49 (2), p. 47-57.
  • ALTUNIŞIK, Remzi; COŞKUN, Recai; BAYRAKTAROĞLU, Serkan; YILDIRIM, Engin (2010). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı, (6. Baskı), Sakarya: Sakarya Yayıncılık.
  • ANDERSON, P. Simon and GANS, S. Joshua (2011) ''Platform Siphoning: Ad-Avoidance and Media Content'' American Economic Journal: Microeconomis. 3(4), p. 1-34.
  • BOZKURT, Yasemin (2019). ''Reklamlara Karşı Reklam Engelleme Programları: Tüketici Tepkilerine Yönelik Bir Araştırma'', İleti-ş-im, 30, s. 1-29.
  • CHO, Chang-Hoan and CHEON, John Hongsik (2004) ''Why Do People Avoid Advertising on the Internet? '' The Journal of Advertising. 33(4), p. 89-97.
  • CRESWELL, John (2014). Araştırma Deseni, (Çev. Ed. Selçuk Bekir Demir), Ankara: Eğiten Kitap.
  • ÇÖMLEKÇİ, Necla (2001). Bilimsel Araştırma Yöntemi Ve İstatistiksel Anlamlılık Sınamaları, İstanbul: Bilim Teknik Yayınevi.
  • DAŞDEMİR, İsmet (2016). Bilimsel Araştırma Yöntemleri, Ankara: Nobel Yayıncılık.
  • DEAN, Brian; ''Ad Blocker Usage and Demographic Statistics in 2021,'' https://backlinko.com/ad-blockers-users. Erişim Tarihi: 02. 04. 2021.
  • DEMİREL, Fırat; ''Türkiye'de reklam engelleyici yazılım kullanımı ne durumda?, '' https://webrazzi.com/2017/04/21/turkiyede-reklam-engelleyici-yazilim-kullanimi-ne-durumda-rapor/. Erişim Tarihi: 01.11.2019.
  • EDWARDS, M. Steven; Lİ, Hairong; LEE, Joo-Hyun (2002) ''Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of PopUp Ads'' Journal of Advertising. 31 (3), p. 83-95.
  • HUH, Jisu; DELORME, E. Denise; REID, N. Leonard (2013). ''Irritation and Ad Avoidance Behaviors: Influencing Factors in the Context of OTC Analgesic Advertising'', American Academy of Advertising. Conference. Proceedings, 110-111.
  • HUSSAİN, Dildar and LASAGE, Helene (2014) ''Online Video Advertisement Avoidance: Can Interactivity Help?'' The Journal of Applied Business Research. 30(1), p. 43-50.
  • GONÇALVES, Maio Francisco Diogo (2014). Analysing The Senior Consumers’ Attitude Toward Advertising: Traditional and New Media, Instituto Universitário de Lisboa Unpublished Master Thesis, Lisboa. ISHAVERMA (2014) ''Advertising Credibility: A Review of Literature'' International Interdisciplinary Research Journal. 2(1), p. 189-199.
  • KARASAR, Niyazi (2007). Bilimsel Araştırma Yöntemi, (17. Baskı), Ankara: Nobel Yayın.
  • KELLY, Louise; KERR, Gayle; DRENNAN, Judy (2010) ''Avoidance of Advertising in Social Networking Sites'' Journal of Advertising. 10(2), p.16-27.
  • KINCAL, Y. Remzi (2010). Bilimsel Araştırma Yöntemleri, Ankara: Nobel Yayın Dağıtım.
  • KİM, Soojung (2015). Effects of Ad-Video Similarity, Ad Location, and User Control Option on Ad Avoidance and Advertiser-Intended Outcomes of Online Video Ads, University of Minnesota, Unpublished Dissertation for Doctor of,Philosophy, Minneapolis.
  • Lİ, Hairong; EDWARDS, M. Steven; LEE, Joo-Hyun (2002) ''Measuring the Intrusiveness of Advertisements: Scale Development and Validation'' Journal of Advertising. XXXI (2), p. 37-47.
  • MACKENZİE, B., Scott and LUTZ, J. Richard (1989) ''An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context'' Journal of Marketing. 53, p. 48-65.
  • McCOY, Scott; EVERARD, Andrea; POLAK, Peter; GALLETTA, F. Dennis (2008) ''An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness'' Int. Journal of Human–Computer Interaction, 24 (7), p. 672-699.
  • McCREERY, Stephen and KRUGMAN, M. Dean (2017) ''Tablets and TV Advertising: Understanding the Viewing Experience'' Journal of Current Issues & Research in Advertising. 38(2), p. 197-211.
  • McNEİLL, Patrick and CHAPMAN, Steve (2005). Research Methods, (Third Edition), New York: Routledge.
  • METZGER, J. Miriam and FLANAGIN, J. Andrew (2015). Psychological Approaches to Credibility Assessment Online, (Editor), Shyam Sundar. The Handbook of the Psychology of Communication Technology, New Jersey: John Wiley & Sons, p. 445-466.
  • MOORE, Jensen and RODGERS, Shelly (2005). "An Examination of Advertising Credibility and Skepticism in Five Different Media Using the Persuasion Knowledge Model", American Academy of Advertising. Conference. Proceedings, 10-18.
  • NEUMAN, W. Lawrence (2010). Toplumsal Araştırma Yöntemleri Nitel ve Nicel Yaklaşımları, (Çev: Sedef Özge), Ankara: Siyasal Kitabevi.
  • NYBERG, Josefie and CZARNECKİ Linnea (2017). Attitudes toward Location-based Advertising on Social Media Platforms, Halmstad University Unpublished Master Thesis, Halmstad.
  • OBERMİLLER, Carl and SPANGENBERG, R. Eric (1998) ''Development of a Scale to Measure Consumer Skepticism Toward Advertising'' Journal of Consumer Psychology, 7(2), p. 159-186.
  • PANNEERSELVAM, R. (2002). Research Methodology, New Delhi: Prentice-Hall of India.
  • POLLAY, W. Richard and MİTTAL, Banwari (1993) ''Here’is the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising'' Journal of Marketing. 57(3), p. 99-114.
  • PORTNOY, Felix (2012). Avoiding Ad Avoidance: Factors Affecting the Perception of Online Banner Ads, University of North Carolina at Chapel Hill Unpublished Dissertation for Doctor of,Philosophy, Chapel Hill.
  • PR NEWSWIRE; (2016), ''Online Video And TV Ads Consistently Reaching Less Than 10% Of Viewers. New York'', https://search.proquest.com/docview/1794777287?accountid=7181, Erişim Tarihi: 25.10.2019.
  • REJÓN-GUARDİA, Francisco and MARTÍNEZ-LÓPEZ, J. Francisco (2014) Online Advertising Intrusiveness and Consumers’ Avoidance Behavior. Handbook of Strategic e-Business Management, Progress in IS, 565-586.
  • ROJAS-MÉNDEZ, I. José; DAVİES, Gary; MADRAN, Canan (2009) ''Universal differences in advertising avoidance behavior: A cross-cultural study'' Journal of Business Research, 62(10), p. 947–954.
  • SPECK, Surgi Paul and ELLİOTT, T. Michael (1997) ''Predictors of Advertising Avoidance in Print and Broadcast Media'' Journal of Advertising, 26(3), p. 61-76.
  • STEPHALİ, Bhatt (2014). Matching Marketer's Ad Love with Consumer's Ad Avoidance, Part of Karim Temsamani's Brief at Google [Brand Equity]. New Delhi, The Economic Times. https://search.proquest.com/docview/1520020968?accountid=7181. Erişim Tarihi: 25.10.2019.
  • STUART, Greg (2008) ''You Can’t Avoid Ad Avoidance'', https://www.adweek.com/brand-marketing/you-cant-avoid-ad-avoidance-96852/, Erişim Tarihi: 03.03.2020.
  • ŞAHİNER, GEZER, Seda; ''Google, kullanıcılarına daha fazla "reklam engelleme" seçeneği sunacak,'' https://webrazzi.com/2018/01/26/google-reklam-engelleme/. Erişim tarihi: 01.11.2019.
  • YOUN, Seounmi and KİM, Seunghyun (2019a) ''Understanding Ad Avoidance on Facebook: Antecedents and Outcomes of Psychological Reactance'' Computer in Human Behavior. 98, p. 232-244.
  • YOUN, Seounmi and KİM, Seunghyun (2019b) ''Newsfeed Native Advertising on Facebook: Young Millenialss’ Knowledge, Pet Peeves, Reactance and Ad Avoidance'' International Journal of Advertising. 38 (5), p. 651-683.
There are 40 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Döndü Bal 0000-0002-6019-3831

Rasime Ayhan Yılmaz 0000-0003-2032-7169

Project Number Yok
Publication Date September 30, 2021
Submission Date April 15, 2021
Published in Issue Year 2021 Volume: 9 Issue: 2

Cite

APA Bal, D., & Yılmaz, R. A. (2021). İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 9(2), 566-597. https://doi.org/10.19145/e-gifder.916687
AMA Bal D, Yılmaz RA. İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME. e-gifder. September 2021;9(2):566-597. doi:10.19145/e-gifder.916687
Chicago Bal, Döndü, and Rasime Ayhan Yılmaz. “İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 9, no. 2 (September 2021): 566-97. https://doi.org/10.19145/e-gifder.916687.
EndNote Bal D, Yılmaz RA (September 1, 2021) İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 9 2 566–597.
IEEE D. Bal and R. A. Yılmaz, “İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME”, e-gifder, vol. 9, no. 2, pp. 566–597, 2021, doi: 10.19145/e-gifder.916687.
ISNAD Bal, Döndü - Yılmaz, Rasime Ayhan. “İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 9/2 (September 2021), 566-597. https://doi.org/10.19145/e-gifder.916687.
JAMA Bal D, Yılmaz RA. İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME. e-gifder. 2021;9:566–597.
MLA Bal, Döndü and Rasime Ayhan Yılmaz. “İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 9, no. 2, 2021, pp. 566-97, doi:10.19145/e-gifder.916687.
Vancouver Bal D, Yılmaz RA. İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME. e-gifder. 2021;9(2):566-97.