Sponsorlu İçerik Marka İmajını Kurtarabilir mi: Türkiye’deki Teknoloji ve Telekomünikasyon Endüstrisinden Bir Vaka*

Sponsorlu içerik veya doğal reklam, çevrim içi reklamcılıkta son zamanlarda ilgi çeken ve çeşitli merciiler tarafından alt türleri olduğu belirtilen bir reklam türüdür. Şimdiye kadar yurt dışında yapılan araştırmalar, sponsorlu içeriğin internet kullanıcıları tarafından eğlendirici, bilgilendirici ve aldatıcı gibi çeşitli şekillerde algılandığını ortaya koymuştur. Interactive Advertising Bureau Türkiye’nin alt tür olarak dilimize kazandırdığı “yayın içi birim”in editoryal içerikle gösterdiği benzerlik ise, türün itibar yönetimi çerçevesinde bir araç olarak kullanılma potansiyelini tartışmaya açabilmektedir. Bu doğrultuda, internet kullanıcıları tarafından yayın içi birimler ile destekçi markanın nasıl algılandığını bir arada çalışmak reklam türünü anlamak için makul bir tercih olacaktır. Bu çalışma, internet kullanıcılarının söz konusu unsurları nasıl algıladığını küresel çapta marka değeri kanıtlanmış ve basındaki çıktılar doğrultusunda belirgin bir itibar krizi deneyimlediği düşünülen bir telekomünikasyon markası üzerinden incelemektedir. Bir öğrenci örneklemine (S=146) uygulanan anket çalışmasında; katılımcılardan “yayın içi birim”e örnek sayılabilecek bir metni okumaları, ardından bu metnin kredibilitesi ile destekçi markanın imajı hakkında değerlendirme yapmaları istenmiştir. Sonuçlar, okudukları metnin kredibilite ve destekçi markanın imaj değerlendirmeleri arasında zayıf ölçüde olumlu bir korelasyon olduğunu göstermiştir. Yayın içi birim ve sponsorlu içerik algısı ile kredibilitesine dair Türkiye’de yapılan öncü bir araştırma olduğu tahmin edilen çalışmanın tüm bulguları, dijital ortamda reklam ve halka ilişkiler pratikleri arasındaki çizginin bulanıklaşması doğrultusunda değerlendirilecektir. Aynı zamanda, incelenen konunun alanyazını ve gelecek araştırmalar için çeşitli öneriler sunulacaktır

Anahtar Kelimeler:

Sponsorlu İçerik, Kredibilite, Marka İmajı, Doğal Reklam, Dijital Reklam, Editoryal İçerik.

Can Sponsored Content Be a Savior for Brand Image: A Case Study from Technology & Telecommunications Industry in Turkey

Sponsored content or native advertising, is one of the recent online advertising types. It can be found amusing, informative or deceitful. Regarding in-feed units, a subtype classified by Interactive Advertising Bureau, that resembles to editorial content, its potential as a tool of reputation management is worth to be discussed. Examining the link between its credibility and the image of sponsored brand can provide a basis for such discussion. Therefore, the current study investigates this link by positioning one of the valuable telecommunications brands in Turkey which has proven its brand value also on an international scale and suffered from a reputation crisis as sponsored brand. In the survey conducted to a Turkish sample (N=146), participants were asked to read the content, rated its credibility and the image of sponsored brand. The findings reveal a weak positive correlation and will be discussed within the blurred lines between online advertising and public relations practices.

Keywords:

Sponsored Content, Credibility, Brand Image, Native Advertising, Online Advertising, Editorial Content.,

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