Research Article
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A Study on the Development of the Unidimensional Advertising Disengagement Scale

Year 2025, Issue: 47, 53 - 80, 23.06.2025

Semra Akıncı Saçaralp

https://doi.org/10.17829/turcom.1569512

Abstract

Advertising disengagement refers to a person's inability to pay attention to or show interest in an advertisement despite being exposed to it. In the context of advertising effectiveness, advertising disengagement leads to various negative consequences, such as the inability to attract the attention of the target audience or the inability of the target audience to process the message effectively, reducing the effectiveness of advertising campaigns and reducing the return on advertising investment. For these reasons, it is important to make a systematic definition of advertising disengagement and to develop reliable measurement tools. The number of academic studies focused on comprehensively defining and measuring advertising disengagement is quite low. Therefore, research that systematically defines and operationalises advertising disengagement is necessary to advance understanding in this field. This study aims to address this gap by developing a scale to measure advertising disengagement. A 30-item scale was created based on the existing literature on advertising disengagement, and data were collected from 320 participants between November 2022 and April 2023. After data collection, exploratory and confirmatory factor analyses were applied to assess the validity of the scale. In the summer of 2023, after eliminating the low-performing items, data collection was repeated with 270 participants with a 12-item scale. Subsequent validity and reliability analyses confirmed that the unidimensional advertising disengagement scale (TBRU) is an appropriate instrument for measuring advertising disengagement.

Keywords

Advertising Advertising Disengagement Advertising Research Advertising Effectiveness Scale Development

References

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Tek Boyutlu Reklamdan Uzaklaşma Ölçeği Geliştirme Çalışması

Year 2025, Issue: 47, 53 - 80, 23.06.2025

Semra Akıncı Saçaralp

https://doi.org/10.17829/turcom.1569512

Abstract

Reklamdan uzaklaşma, bir kişinin reklama maruz kalmasına rağmen dikkatini vermemesi veya reklama ilgi göstermemesini yani reklam ile bağlantısını kesmesini ifade etmektedir. Bu durum, reklam etkinliği bağlamında hedef kitlenin ilgisini çekememe veya mesajın etkin işlenememesi, reklam kampanyalarının etkinliğini azaltma ve reklam yatırımı getirisini düşürme gibi çeşitli olumsuz sonuçlara yol açmaktadır. Bu nedenlerle reklamdan uzaklaşmanın sistematik bir tanımını yapmak ve güvenilir ölçüm araçları geliştirmek önemlidir. Reklamdan uzaklaşmayı kapsamlı bir şekilde tanımlamaya ve ölçmeye odaklanmış akademik araştırmaların sayısı oldukça azdır. Bu nedenle, reklamdan uzaklaşmayı sistematik olarak tanımlayan ve operasyonel hale getiren araştırmalar, alan için gerekli görülmektedir. Bu çalışma, reklamdan uzaklaşmayı ölçmek için bir ölçek geliştirerek bu boşluğu gidermeyi amaçlamıştır. Reklamdan uzaklaşmaya ilişkin mevcut literatür temel alınarak 30 maddelik bir ölçek oluşturulmuş, Kasım 2022 ve Nisan 2023 tarihleri arasında 320 katılımcıdan veri toplanmıştır. Ölçeğin geçerliliğini değerlendirmek için açımlayıcı ve doğrulayıcı faktör analizleri uygulanmıştır. Düşük performans gösteren maddeler elendikten sonra, 12 maddelik bir ölçekle veri toplama 270 katılımcıyla tekrarlanmıştır. Daha sonra yapılan geçerlilik ve güvenilirlik analizleri ile Tek Boyutlu Reklamdan Uzaklaşma Ölçeği’nin (TBRU) geçerli ve güvenilir (Cronbach Alfa Değeri 0,86) olduğu tespit edilmiştir.

Keywords

Reklam Reklamdan Uzaklaşma Reklam Araştırmaları Reklam Etkinliği Ölçek Geliştirme

References

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  • Babbie, E. R. (2020). The practice of social research. Cengage Au.
  • Blomquist, N. S. (1980). A note on the use of the coefficient of determination. The Scandi-navian Journal of Economics, 82(3), 409–412 https://doi.org/10.2307/3439750
  • Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar-Quiñonez, H. R. & Young, S. L. (2018). Best practices for developing and validating scales for health, social, and be-havioral research: a primer. Frontiers in Public Health, 6, Makale 149. https://doi.org/10.3389/fpubh.2018.00149
  • Bekker, C. I., Rothmann, S. & Kloppers, M. M. (2023). The happy learner: Effects of aca-demic boredom, burnout, and engagement. Frontiers in psychology, 13, 1–14. https://doi.org/10.3389/fpsyg.2022.974486
  • Bowden, J. L., Gabbott, M. & Naumann, K. (2015). Service relationships and the customer disengagement–engagement conundrum. Journal of Marketing Management, 31(7–8), 774-806. https://doi.org/10.1080/0267257X.2014.983143
  • Brodie, R. J., Hollebeek, L. D., Jurić, B. & Ilić, A. (2011). Customer engagement: Concep-tual domain, fundamental propositions, and implications for research. Journal of Ser-vice Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
  • Büyüköztürk, Ş. (2017). Bilimsel araştırma yöntemleri. Pegem Akademi.
  • Calder, B. J., Malthouse, E. C. & Schaedel, U. (2009). An experimental study of the relati-onship between online engagement and advertising effectiveness. Journal of Interac-tive Marketing, 23 (4), 321–331. https://doi.org/10.1016/j.intmar.2009.07.002
  • Carpenter, S. (2018). Ten steps in scale development and reporting: A guide for researc-hers. Communication Methods and Measures, 12(1), 25–44. https://doi.org/10.1080/19312458.2017.1396583
  • Chaudhuri, A. & Buck, R. (1995). An exploration of triune brain effects in adverti-sing. Advances in Consumer Research, 22(1), 133–138.
  • Chesney, T., Coyne, I., Logan, B. & Madden, N. (2009). Griefing in virtual worlds: Causes, casualties and coping strategies. Information Systems Journal, 19(6), 525–548. https://doi.org/10.1111/j.1365-2575.2009.00330.x
  • Cho, C. H. & Cheon, H. J. (2004). Why do people avoid advertising on the inter-net? Journal of Advertising, 33(4), 89–97. https://doi.org/10.1080/00913367.2004.10639175
  • Ciorciari, J., Pfeifer, J. & Gountas, J. (2019). An EEG study on emotional intelligence and advertising message effectiveness. Behavioral Sciences, 9(8), 88–104. https://doi.org/10.3390/bs9080088
  • Cronin, J. J. & Menelly, N. E. (1992). Discrimination vs. avoidance: “Zipping” of television commercials. Journal of Advertising, 21(2), 1–7. https://doi.org/10.1080/00913367.1992.10673363
  • DeVellis, R. F. (2012). Scale development: Theory and applications. Sage Publications.
  • DeVellis, R. F. & Thorpe, C. T. (2021). Scale development: Theory and applications. Sage Publications.
  • Dutot, V. & Mosconi, E. (2016). Understanding factors of disengagement within a virtual community: an exploratory study. Journal of Decision Systems, 25(3), 227–243. https://doi.org/10.1080/12460125.2016.1187547
  • Edström, M. (2016). Audience advertising fatigue and new alliances to finance content in broadcasting. M. Edström, A. T. Kenyon, & E. M. Svensson (Ed.), Blurring the lines içinde (ss. 131–140). Nordicom.
  • Fernandes, T. & Oliveira, R. (2024). Brands as drivers of social media fatigue and its effects on users’ disengagement: The perspective of young consumers. Young Consumers, 25(5), 625–644. https://doi.org/10.1108/YC-09-2023-1873
  • Ghita, C. & Thorén, C. (2021). Going cold turkey!: An autoethnographic exploration of digi-tal disengagement. Nordicom Review, 42(4), 152–167. https://doi.org/10.2478/nor-2021-0047
  • Ghose, A., Singh, P. V. & Todri, V. (2017). Got annoyed? Examining the advertising effec-tiveness and annoyance dynamics [Konferans bildirisi]. Thirty Eighth International Conference on Information Systems, South Korea. https://aisel.aisnet.org/icis2017/DataScience/Presentations/21/
  • Goode S. (2012). Engagement and disengagement in online service failure: Contrasting problem and emotional coping effects. Journal of Internet Commerce, 11(3), 226–253. https://doi.org/10.1080/15332861.2012.729464
  • Ha, L. & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569–592. https://doi.org/10.2501/S0265048708080153
  • Hammer, P., Riebe, E. & Kennedy, R. (2009). How clutter affects advertising effective-ness. Journal of Advertising Research, 49(2), 159–163. https://doi.org/10.2501/S0021849909090217
  • Heath, R. (2009). Emotional engagement: How television builds big brands at low atten-tion. Journal of Advertising Research, 49 (1), 62–73. https://doi.org/10.2501/S0021849909090060
  • Heeter, C. & Greenberg, B. S. (1985). Profiling the zappers. Journal of Advertising Rese-arch, 25(2), 15–19. https://psycnet.apa.org/record/1985-24067-001
  • Hoek, R. W., Rozendaal, E., van Schie, H. T. & Buijzen, M. (2022). Inhibitory control mo-derates the relation between advertising literacy activation and advertising susceptibi-lity. Media Psychology, 25(1), 51–81. https://doi.org/10.1080/15213269.2020.1856685
  • Hollebeek, L. (2011). Exploring customer brand engagement: Definition and the-mes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493
  • Ispir, N. B. (2011). Ad avoidance and distance education marketing: How ad avoidance can affect distance education advertising. M. Khosrow-Pour, S. Clarke, M. E. Jennex, A. Becker, & A. V. Anttiroiko (Ed.), E-marketing: Concepts, methodologies, tools and applications içinde (ss. 552–565). IGI Global.
  • Jain, V., Merchant, A., Deshmukh, S & Ganesh, B. E. (2018, Mayıs 23-25). Towards an analytical framework to understand consumer disengagement with digital advertising: An abstract. [Konferans sunumu]. Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference, New Orleans, LA, USA. https://doi.org/10.1007/978-3-319-99181-8_189
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Details

Primary Language Turkish
Subjects Advertising Studies
Journal Section Research Articles
Authors

Semra Akıncı Saçaralp 0000-0002-9995-6760

Publication Date June 23, 2025
Submission Date October 18, 2024
Acceptance Date March 18, 2025
Published in Issue Year 2025 Issue: 47

Cite

APA Akıncı Saçaralp, S. (2025). Tek Boyutlu Reklamdan Uzaklaşma Ölçeği Geliştirme Çalışması. Türkiye İletişim Araştırmaları Dergisi(47), 53-80. https://doi.org/10.17829/turcom.1569512

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