Yasemin BOZKURT

Reklamlara Karşı Reklam Engelleme Programları: Tüketici Tepkilerine Yönelik Bir Araştırma

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.

Advertising Versus Ad Blocking Programms: A Research on Consumer Response

As a result of the lack of control in mobile and online adver-tisements, consumer interest and trust in advertisements have de-creased. 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 ad-vertising stakeholders and academics. Because these applications, whose level of use is rapidly increasing, threaten the media and advertising sector since 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 ob-jective-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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