Conference Paper
BibTex RIS Cite

Ad Engagement Concept in Turkey: An Assessment of the Academy And Expert Perspectives

Year 2019, Uluslararası Dijital Çağda İletişim Sempozyumu Özel Sayısı, 203 - 224, 11.02.2019
https://doi.org/10.17680/erciyesiletisim.484861

Abstract

In this study which discussed the advertising engagement concept, thoughts for the concepts
of ad specialists in the advertising field in Turkey were evaluated. The concept of advertising
engagement is quite a new subject in the marketing literature which full consensus could
not be created on. From this point of view, literature on the engagement as a general concept
and advertising engagement as a specific concept were discussed in the first chapter of the
study. In the research part, a qualitative study was designed to determine the approaches
of the advertisers who are working in the advertising agencies and academicians who are
working in the field of advertising in Turkey. In the scope of research, interviews were
conducted with 15 experts and various findings were reached about how advertising
engagement concept was tackled in Turkey. Data were collected through semi-structured
interviews and analyzed by descriptive analysis method. As a result of research, it was
found that advertising experts approach advertising engagement as a multidimensional
concept, see it as a process and have troubles about expression of the concept in Turkish.
It is ascertained that advertisers who produce advertising implementations for traditional
media and academicians who work in advertising field have similar opinions about the
subject. On the other hand, advertisers who produce advertising implementations for
digital medium have relatively different perspectives. While digital-based behaviors are
an indicator of advertising engagement according to advertisers who work in digital field,
the internal situation which experienced by the individual is an indicator of advertising
engagement according to advertisers who work in the traditional field and academicians.
Besides, it is found that digital advertisers describe the concept more transparently than
traditional advertisers and academicians and they called it as “interaction”. 

References

  • Achterberg, W., Pot, A. M., Kerkstra, A., Ooms, M., Muller, M., ve Ribbe, M. (2003). The Effect of Depression on Social Engagement in Newly Admitted Dutch Nursing Home Residents. The Gerontologist, 43(2), 213-218.
  • Altunışık, R., Coşkun, R., Bayraktraoğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. (7. Baskı). Sakarya: Sakarya Yayıncılık.
  • Appelbaum, A. (2001). The Constant Customer. Erişim: 12.12.2017, The Business Journal: http://news.gallup.com/businessjournal/745/constant-customer.aspx
  • Bowden, J. L. H. (2009). The Process of Customer Engagement: a Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., ve Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271.
  • Brown, M. (2007). Engagement Measures of Brand Message. School of Management Unıversty of Bath, Working Paper.
  • Calder, B. J., Malthouse, E. C., ve Schaedel, U. (2009). An Experimental Study of the Relationship Between Online Engagement and Advertising Effectiveness. Journal Of Interactive Marketing, 23(4), 321-331.
  • Catteeuw, F., Flynn, E., ve Vonderhorst, J. (2007). Employee Engagement: Boosting Productivity in Turbulent Times. Organization Development Journal, 25(2), 151-P157.
  • Creswll, J., W. (2014). Araştırma Deseni. Ankara: Eğiten Kitap.
  • Erdoğan, İ. (2003). Pozitivist Metodoloji: Bilimsel Araştırma Tasarımı, İstatistiksel Yöntemler, Analiz ve Yorum. Ankara: Erk Yayınları.
  • Gambetti, R. C. ve Graffigna, G. (2010). The Concept of Engagement. International Journal of Market Research, 52(6), 801-826.
  • Gluck, M., (2012). Digital Ad Engagement: An Industry Overview and Reconceptualization. Erişim:17.13.201812.http://www.iab.net/media/file/IABAdEngagementWhitepaperDec2012FinalFinal.pdf
  • Heath R. (2007). How Do You Predict Advertising Attention and Engagement? School of Management Unıversty of Bath Working Paper.
  • Hollebeek, L. (2011). Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal Of Interactive Marketing, 28(2), 149-165.
  • Jennings, M. K., ve Stoker, L. (2004). Social Trust and Civic Engagement Across Time and Generations. Acta politica, 39(4), 342-379.
  • Kim, J., Ahn, S, Kwon, E. S. ve Reid, L. N. (2017). TV Advertising Engagement as a State of Immersion and Presence. Journal Of Business Research, 76, 67-76.
  • Luthans, F., ve Peterson, S. J. (2002). Employee Engagement and Manager Self-Efficacy. Journal Of Management Development, 21(5), 376-387.
  • Matthews, G., Warm, J. S., Reinerman-Jones, L. E., Langheim, L. K., Washburn, D. A., ve Tripp, L. (2010). Task Engagement, Cerebral Blood Flow Velocity, and Diagnostic Monitoring for Sustained Attention. Journal of Experimental Psychology: Applied, 16(2), 187-203.
  • Mollen, A., ve Wilson, H. (2010). Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal Of Business Research, 63(9), 919-925.
  • Patterson, P., Yu, T., ve Ruyter, K. (2006). Understranding Customer Engagement in Services. http://studylib.net/doc/18335381/understanding-customer-engagement-in-services-paul-patterson (Erişim Tarihi: 5.12.2017).
  • Patton, M. Q. (2014). Nitel Mülakat Yapma (M. Çakır ve S. İrez, Çev.) Nitel Araştırma ve Değerlendirme Yöntemleri içinde. (3. Baskı). İstanbul: Pegem Akademi
  • Pham, M., ve Avnet, T. (2009). Rethinking Regulatory Engagement Theory. Journal of Consumer Psychology, 19(2), 115-123.
  • Pincott, G. (2009). Rules of Engagement (whitepapper) Erişim: 03.04.2018. https://pdfs.semanticscholar.org/540d/1cd2b033a27ef182a8715a78ac8bfdf350e5.pdf
  • Rappaport, S. D. (2007). Lessons from Online Practice: New Advertising Models. Journal of Advertising Research, 47(2), 135-141.
  • Resnick, E. (2001). Defining Engagement. Journal of International Affairs, 24(4), 551-566.
  • Saks, A. M. (2006). Antecedents and Consequences of Employee Engagement. Journal Of Managerial Psychology, 21(7), 600-619.
  • Rubin, A. ve Babbie, E. (2009). Research Methods for Social Work (7. Baskı). ABD: Brooks / Cole.
  • Sprott, D., Czellar, S. ve Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92-104.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. ve Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253-266.
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.
  • Wang, A. (2006). Advertising Engagement: A Driver of Message Involvement on Message Effects. Journal of Advertising Research, 46(4), 355-368.
  • Witmer, B. ve Singer, M. (1998). Measuring Presence in Virtual Environments: A Presence Questionnaire. Presence: Teleoperators and Virtual Environments, 7(3), 225-240.
  • Yıldırım, A. ve Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. (10. Baskı). Ankara: Seçkin yayınları.
  • Ziliak, J. (2011). Advertising Engagement: Giving Creative Credit Where Credit is Due. Erişim:19.05.2018.Comscore: https://www.comscore.com/ita/Insights/Blog/Advertising-Engagement-Giving-Creative-Credit-Where-Credit-is-Due
  • 1. https://en.oxforddictionaries.com/definition/engagement (Erişim Tarihi: 25.12.2017)
  • 2. https://www.etymonline.com/word/engage (Erişim Tarihi: 13.06.2018)
  • 3. https://en.oxforddictionaries.com/definition/engage (Erişim Tarihi: 15.06.2018)
  • 4. https://www.merriam-webster.com/dictionary/engage (Erişim Tarihi: 15.06.2018)
  • 5. https://dictionary.cambridge.org/dictionary/english/engagement (Erişim Tarihi: 23.06.2018)
  • 6. http://www.tdk.gov.tr (Erişim Tarihi: 23.06.2018)

Türkiye’de Ad Engagement Kavramı: Akademi ve Uzman Perspektifinden Bir Değerlendirme

Year 2019, Uluslararası Dijital Çağda İletişim Sempozyumu Özel Sayısı, 203 - 224, 11.02.2019
https://doi.org/10.17680/erciyesiletisim.484861

Abstract

Advertising engagement konusunun ele alındığı bu çalışmada, Türkiye’de reklamcılık
alanında çalışan uzmanların bu konuya yönelik düşünceleri değerlendirilmiştir. Advertising
engagement, pazarlama literatüründe oldukça yeni ve üzerinde tam olarak bir uzlaşının
sağlanamadığı bir konudur. Buradan hareketle çalışmanın ilk bölümünde genel olarak
engagement ve özel olarak advertising engagement ile ilgili literatür sunulmuştur.
Çalışmanın araştırma bölümünde ise Türkiye’de faaliyet gösteren reklam ajansı çalışanları
ve reklamcılık alanında çalışan akademisyenlerin, bu konuyu ele alış biçimlerinin tespit
edilmesine yönelik nitel bir araştırma gerçekleştirilmiştir. Bu araştırmada 15 uzman ile
görüşmeler gerçekleştirilmiş ve advertising engagement konusunun ülkemizde nasıl ele
alındığına yönelik çeşitli bulgulara ulaşılmıştır. Araştırmada yarı yapılandırılmış görüşme
yoluyla veriler toplanmış olup, bu veriler betimsel analiz yöntemiyle analiz edilmiştir.
Mevcut araştırma ile uzmanların advertising engagementı çok boyutlu olarak ele aldıkları,
advertising engagementı bir süreç olarak gördükleri ve bu kavramın Türkçe ifadesinde
çeşitli sıkıntılar yaşadıkları tespit edilmiştir. Çalışmada geleneksel mecralara yönelik reklam
uygulamaları gerçekleştiren reklamcıların ve reklam alanında çalışan akademisyenlerin
konuya yönelik benzer düşüncelere sahip oldukları; dijital mecralara yönelik reklam
uygulamaları gerçekleştiren reklamcıların ise görece daha farklı bakış açılarına sahip
oldukları tespit edilmiştir. Dijital alanda faaliyet gösteren reklamcılara göre dijital ortamda
gerçekleşen davranışlar, advertising engagementın bir göstergesi olurken; akademisyenler
ve geleneksel alanda faaliyet gösteren reklamcılara göre ise bireyin yaşadığı içsel durum,
advertising engagementın göstergesi konumundadır. Ayrıca çalışmada dijital reklamcıların,
akademisyenler ve geleneksel reklamcılara göre kavramı kendi alanlarında daha net
tanımladıkları ve bunu “etkileşim” olarak adlandırdıkları tespit edilmiştir. 

References

  • Achterberg, W., Pot, A. M., Kerkstra, A., Ooms, M., Muller, M., ve Ribbe, M. (2003). The Effect of Depression on Social Engagement in Newly Admitted Dutch Nursing Home Residents. The Gerontologist, 43(2), 213-218.
  • Altunışık, R., Coşkun, R., Bayraktraoğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. (7. Baskı). Sakarya: Sakarya Yayıncılık.
  • Appelbaum, A. (2001). The Constant Customer. Erişim: 12.12.2017, The Business Journal: http://news.gallup.com/businessjournal/745/constant-customer.aspx
  • Bowden, J. L. H. (2009). The Process of Customer Engagement: a Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., ve Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271.
  • Brown, M. (2007). Engagement Measures of Brand Message. School of Management Unıversty of Bath, Working Paper.
  • Calder, B. J., Malthouse, E. C., ve Schaedel, U. (2009). An Experimental Study of the Relationship Between Online Engagement and Advertising Effectiveness. Journal Of Interactive Marketing, 23(4), 321-331.
  • Catteeuw, F., Flynn, E., ve Vonderhorst, J. (2007). Employee Engagement: Boosting Productivity in Turbulent Times. Organization Development Journal, 25(2), 151-P157.
  • Creswll, J., W. (2014). Araştırma Deseni. Ankara: Eğiten Kitap.
  • Erdoğan, İ. (2003). Pozitivist Metodoloji: Bilimsel Araştırma Tasarımı, İstatistiksel Yöntemler, Analiz ve Yorum. Ankara: Erk Yayınları.
  • Gambetti, R. C. ve Graffigna, G. (2010). The Concept of Engagement. International Journal of Market Research, 52(6), 801-826.
  • Gluck, M., (2012). Digital Ad Engagement: An Industry Overview and Reconceptualization. Erişim:17.13.201812.http://www.iab.net/media/file/IABAdEngagementWhitepaperDec2012FinalFinal.pdf
  • Heath R. (2007). How Do You Predict Advertising Attention and Engagement? School of Management Unıversty of Bath Working Paper.
  • Hollebeek, L. (2011). Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal Of Interactive Marketing, 28(2), 149-165.
  • Jennings, M. K., ve Stoker, L. (2004). Social Trust and Civic Engagement Across Time and Generations. Acta politica, 39(4), 342-379.
  • Kim, J., Ahn, S, Kwon, E. S. ve Reid, L. N. (2017). TV Advertising Engagement as a State of Immersion and Presence. Journal Of Business Research, 76, 67-76.
  • Luthans, F., ve Peterson, S. J. (2002). Employee Engagement and Manager Self-Efficacy. Journal Of Management Development, 21(5), 376-387.
  • Matthews, G., Warm, J. S., Reinerman-Jones, L. E., Langheim, L. K., Washburn, D. A., ve Tripp, L. (2010). Task Engagement, Cerebral Blood Flow Velocity, and Diagnostic Monitoring for Sustained Attention. Journal of Experimental Psychology: Applied, 16(2), 187-203.
  • Mollen, A., ve Wilson, H. (2010). Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal Of Business Research, 63(9), 919-925.
  • Patterson, P., Yu, T., ve Ruyter, K. (2006). Understranding Customer Engagement in Services. http://studylib.net/doc/18335381/understanding-customer-engagement-in-services-paul-patterson (Erişim Tarihi: 5.12.2017).
  • Patton, M. Q. (2014). Nitel Mülakat Yapma (M. Çakır ve S. İrez, Çev.) Nitel Araştırma ve Değerlendirme Yöntemleri içinde. (3. Baskı). İstanbul: Pegem Akademi
  • Pham, M., ve Avnet, T. (2009). Rethinking Regulatory Engagement Theory. Journal of Consumer Psychology, 19(2), 115-123.
  • Pincott, G. (2009). Rules of Engagement (whitepapper) Erişim: 03.04.2018. https://pdfs.semanticscholar.org/540d/1cd2b033a27ef182a8715a78ac8bfdf350e5.pdf
  • Rappaport, S. D. (2007). Lessons from Online Practice: New Advertising Models. Journal of Advertising Research, 47(2), 135-141.
  • Resnick, E. (2001). Defining Engagement. Journal of International Affairs, 24(4), 551-566.
  • Saks, A. M. (2006). Antecedents and Consequences of Employee Engagement. Journal Of Managerial Psychology, 21(7), 600-619.
  • Rubin, A. ve Babbie, E. (2009). Research Methods for Social Work (7. Baskı). ABD: Brooks / Cole.
  • Sprott, D., Czellar, S. ve Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92-104.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. ve Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253-266.
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.
  • Wang, A. (2006). Advertising Engagement: A Driver of Message Involvement on Message Effects. Journal of Advertising Research, 46(4), 355-368.
  • Witmer, B. ve Singer, M. (1998). Measuring Presence in Virtual Environments: A Presence Questionnaire. Presence: Teleoperators and Virtual Environments, 7(3), 225-240.
  • Yıldırım, A. ve Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. (10. Baskı). Ankara: Seçkin yayınları.
  • Ziliak, J. (2011). Advertising Engagement: Giving Creative Credit Where Credit is Due. Erişim:19.05.2018.Comscore: https://www.comscore.com/ita/Insights/Blog/Advertising-Engagement-Giving-Creative-Credit-Where-Credit-is-Due
  • 1. https://en.oxforddictionaries.com/definition/engagement (Erişim Tarihi: 25.12.2017)
  • 2. https://www.etymonline.com/word/engage (Erişim Tarihi: 13.06.2018)
  • 3. https://en.oxforddictionaries.com/definition/engage (Erişim Tarihi: 15.06.2018)
  • 4. https://www.merriam-webster.com/dictionary/engage (Erişim Tarihi: 15.06.2018)
  • 5. https://dictionary.cambridge.org/dictionary/english/engagement (Erişim Tarihi: 23.06.2018)
  • 6. http://www.tdk.gov.tr (Erişim Tarihi: 23.06.2018)
There are 41 citations in total.

Details

Primary Language Turkish
Journal Section Presented Proceeedings
Authors

Haluk Akarsu 0000-0002-0838-8455

Necip Serdar Sever 0000-0002-0838-8455

Publication Date February 11, 2019
Submission Date November 19, 2018
Published in Issue Year 2019 Uluslararası Dijital Çağda İletişim Sempozyumu Özel Sayısı

Cite

APA Akarsu, H., & Sever, N. S. (2019). Türkiye’de Ad Engagement Kavramı: Akademi ve Uzman Perspektifinden Bir Değerlendirme. Erciyes İletişim Dergisi(1), 203-224. https://doi.org/10.17680/erciyesiletisim.484861