Araştırma Makalesi
BibTex RIS Kaynak Göster

A Study on the Development of the Unidimensional Advertising Disengagement Scale

Yıl 2025, Sayı: 47, 53 - 80, 23.06.2025

Semra Akıncı Saçaralp

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

Öz

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.

Anahtar Kelimeler

Advertising Advertising Disengagement Advertising Research Advertising Effectiveness Scale Development

Kaynakça

  • Acar, O. A. & Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Ad-vertising Research, 56(1), 4–8. https://doi.org/10.2501/JAR-2016-007
  • Akarsu, H. (2020). Bireylerin reklama angaje olmaları üzerine bir ölçek geliştirme çalışma-sı (Yayın No. 3544643) [Doktora tezi, Anadolu Üniversitesi]. Ulusal Tez Merkezi.
  • Ashley, C., Noble, S. M., Donthu, N. & Lemon, K. N. (2011). Why customers won’t relate: Obstacles to relationship marketing engagement. Journal of Business Research, 64 (7), 749–756. https://doi.org/10.1016/j.jbusres.2010.07.006
  • 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
  • Jung, A. R. & Heo, J. (2021). Does cluttered social media environment hurt advertising ef-fectiveness? The moderation of ad types and personalization. Journal of Research in Interactive Marketing, 15(4), 592–606. https://doi.org/10.1108/JRIM-11-2020-0238
  • Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692–724. https://doi.org/10.2307/256287
  • Kelly, L., Kerr, G., Drennan, J. & Fazal-E-Hasan, S. M. (2021). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications, 27(4), 343–364. https://doi.org/10.1080/13527266.2019.1666902
  • Kerr, G. & Richards, J. (2021). Redefining advertising in research and practice. International Journal of Advertising, 40(2), 175–198. https://doi.org/10.1080/02650487.2020.1769407
  • Khuhro, R., Khan, A., Humayon, A. & Khuhro, A. (2017). Ad skepticisms: Antecedents and consequences. Management Science Letters, 7(1), 23–34. http://dx.doi.org/10.5267/j.msl.2016.11.005
  • Kim, J., Ahn, S. J. G., Kwon, E. S. & Reid, L. N. (2017). TV advertising engagement as a state of immersion and presence. Journal of Business Research, 76, 67–76. https://doi.org/10.1016/j.jbusres.2017.03.001
  • Kirk, E. (2022). The attention economy: Standing out among the noise. Forbes. https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2022/03/23/the-attention-economy-standing-out-among-the-noise/
  • Li, W. & Huang, Z. (2016). The research of influence factors of online behavioral adverti-sing avoidance. American Journal of Industrial and Business Management, 6(9), 947–957. http://dx.doi.org/10.4236/ajibm.2016.69092
  • Li, Y. (2019). User perception affects search engine advertising avoidance: Moderating role of user characteristics. Social Behavior and Personality: An International Jour-nal, 47(4), 1–12. https://doi.org/10.2224/sbp.7855
  • Maslowska, E., Malthouse, E. & Collinger, T. (2016). The customer engagement ecosys-tem. Journal of Marketing Management, 32(5–6), 469–501. https://doi.org/10.1080/0267257X.2015.1134628
  • Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67–72. https://doi.org/10.2501/JAR-40-3-67-72
  • Menard, S. (2000). Coefficients of determination for multiple logistic regression analysis. The American Statistician, 54(1), 17–24. https://doi.org/10.1080/00031305.2000.10474502
  • Mi-young, L. W. & Neuharth-Pritchett, S. (2011). Examining factorial validity and measurement invariance of the student–teacher relationship scale. Early Childhood Research Quarterly, 26(2), 205–215. https://doi.org/10.1016/j.ecresq.2010.09.004
  • Muehling, D. D. & McCann, M. (1993). Attitude toward the ad: A review. Journal of Current Issues & Research in Advertising, 15(2), 25–58. https://doi.org/10.1080/10641734.1993.10505002
  • Nguyen, L. T. V., Nayak, R., Watkins, J. & Nguyen, P. N. D. (2020). Drivers of social me-dia disengagement: A study of young consumers in Vietnam. Young Consu-mers, 21(2), 155–170. https://doi.org/10.1108/YC-01-2019-0938
  • Niu, X., Wang, X. & Liu, Z. (2021). When i feel invaded, i will avoid it: The effect of adver-tising invasiveness on consumers’ avoidance of social media advertising. Journal of Retailing and Consumer Services, 58, 1–9 https://doi.org/10.1016/j.jretconser.2020.102320
  • Nyström, A. G. & Mickelsson, K. J. (2019). Digital advertising as service: Introducing con-textually embedded selling. Journal of Services Marketing, 33(4), 396–406. https://doi.org/10.1108/JSM-01-2018-0043
  • Obermiller, C. & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159–186.
  • O’Brien, H. L. & Toms, E. G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59(6), 938–955. https://doi.org/10.1002/asi.20801
  • Ohme, R., Reykowska, D., Wiener, D. & Choromanska, A. (2009). Analysis of neurophysiological reactions to advertising stimuli by means of EEG and galvanic skin response measures. Journal of Neuroscience, Psychology, and Economics, 2(1), 21–31. https://psycnet.apa.org/doi/10.1037/a0015462
  • Oxford University Press. (t.y.). Disengagement. Oxford Learners dictionaries içinde. Erişim tarihi: 1.11.2022, thttps://www.oxfordlearnersdictionaries.com/definition/english/disengagement?q=disengagement Poels, K. & Dewitte, S. (2019). The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), 81–90. https://doi.org/10.1080/00913367.2019.1579688
  • Potter, R. F. (2009). How increasing the number of advertisements while keeping the overall duration of commercial breaks constant affects radio listeners. Journal of Broadcas-ting and Electronic Media, 53(4), 584–598. https://doi.org/10.1080/08838150903332991
  • Scheinbaum, A. C. (2016). Digital engagement: Opportunities and risks for sponsors: Con-sumer-viewpoint and practical considerations for marketing via mobile and digital platforms. Journal of Advertising Research, 56(4), 341–345. https://doi.org/10.2501/JAR-2016-040
  • Stewart, D. W. & Pavlou, P. A. (2002). From consumer response to active consumer: Mea-suring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376–396. https://doi.org/10.1177/009207002236912
  • Şahin, Ş., Yönet, Ö. & Suher, H. K. (2016). Reklama yönelik şüphecilik: Anne-baba ve ço-cukları arasındaki farklar üzerine bir inceleme. Kurgu, 24(2), 55–73.
  • Tellis, G. J. (2005). Advertising's role in capitalist markets: What do we know and where do we go from here?. Journal of Advertising Research, 45(2), 162–170. https://doi.org/10.1017/S002184990505018X
  • Tripathi, S., Jain, V., Pandey, J., Merchant, A. & Ambika, A. (2022). When consumers tune out advertising messages: Development and validation of a scale to measure adverti-sing disengagement. Journal of Advertising Research, 62(1), 3–17. https://doi.org/10.2501/JAR-2021-020
  • Trowler, V. (2010). Student engagement literature review. Higher Education Academy, 11(1), 1–15.
  • Walrave, M., Poels, K., Antheunis, M. L., Van den Broeck, E. & van Noort, G. (2018). Like or dislike? Adolescents’ responses to personalized social network site adverti-sing. Journal of Marketing Communications, 24(6), 599–616. https://doi.org/10.1080/13527266.2016.1182938
  • Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46(4), 355–368. https://doi.org/10.2501/S0021849906060429
  • Yang, Q., Zhou, Y., Jiang, Y. & Huo, J. (2021). How to overcome online banner blindness? A study on the effects of creativity. Journal of Research in Interactive Marketing, 15(2), 223–242. https://doi.org/10.1108/JRIM-12-2019-0212
  • Yin, S., Li, B., & Zhou, Q. (2023). The impact of skippable advertising on advertising avoidance intention in China. Marketing Intelligence & Planning, 41(8), 1121–1137. https://doi.org/10.1108/MIP-07-2022-0298

Tek Boyutlu Reklamdan Uzaklaşma Ölçeği Geliştirme Çalışması

Yıl 2025, Sayı: 47, 53 - 80, 23.06.2025

Semra Akıncı Saçaralp

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

Öz

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.

Anahtar Kelimeler

Reklam Reklamdan Uzaklaşma Reklam Araştırmaları Reklam Etkinliği Ölçek Geliştirme

Kaynakça

  • Acar, O. A. & Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Ad-vertising Research, 56(1), 4–8. https://doi.org/10.2501/JAR-2016-007
  • Akarsu, H. (2020). Bireylerin reklama angaje olmaları üzerine bir ölçek geliştirme çalışma-sı (Yayın No. 3544643) [Doktora tezi, Anadolu Üniversitesi]. Ulusal Tez Merkezi.
  • Ashley, C., Noble, S. M., Donthu, N. & Lemon, K. N. (2011). Why customers won’t relate: Obstacles to relationship marketing engagement. Journal of Business Research, 64 (7), 749–756. https://doi.org/10.1016/j.jbusres.2010.07.006
  • 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
  • Jung, A. R. & Heo, J. (2021). Does cluttered social media environment hurt advertising ef-fectiveness? The moderation of ad types and personalization. Journal of Research in Interactive Marketing, 15(4), 592–606. https://doi.org/10.1108/JRIM-11-2020-0238
  • Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692–724. https://doi.org/10.2307/256287
  • Kelly, L., Kerr, G., Drennan, J. & Fazal-E-Hasan, S. M. (2021). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications, 27(4), 343–364. https://doi.org/10.1080/13527266.2019.1666902
  • Kerr, G. & Richards, J. (2021). Redefining advertising in research and practice. International Journal of Advertising, 40(2), 175–198. https://doi.org/10.1080/02650487.2020.1769407
  • Khuhro, R., Khan, A., Humayon, A. & Khuhro, A. (2017). Ad skepticisms: Antecedents and consequences. Management Science Letters, 7(1), 23–34. http://dx.doi.org/10.5267/j.msl.2016.11.005
  • Kim, J., Ahn, S. J. G., Kwon, E. S. & Reid, L. N. (2017). TV advertising engagement as a state of immersion and presence. Journal of Business Research, 76, 67–76. https://doi.org/10.1016/j.jbusres.2017.03.001
  • Kirk, E. (2022). The attention economy: Standing out among the noise. Forbes. https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2022/03/23/the-attention-economy-standing-out-among-the-noise/
  • Li, W. & Huang, Z. (2016). The research of influence factors of online behavioral adverti-sing avoidance. American Journal of Industrial and Business Management, 6(9), 947–957. http://dx.doi.org/10.4236/ajibm.2016.69092
  • Li, Y. (2019). User perception affects search engine advertising avoidance: Moderating role of user characteristics. Social Behavior and Personality: An International Jour-nal, 47(4), 1–12. https://doi.org/10.2224/sbp.7855
  • Maslowska, E., Malthouse, E. & Collinger, T. (2016). The customer engagement ecosys-tem. Journal of Marketing Management, 32(5–6), 469–501. https://doi.org/10.1080/0267257X.2015.1134628
  • Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67–72. https://doi.org/10.2501/JAR-40-3-67-72
  • Menard, S. (2000). Coefficients of determination for multiple logistic regression analysis. The American Statistician, 54(1), 17–24. https://doi.org/10.1080/00031305.2000.10474502
  • Mi-young, L. W. & Neuharth-Pritchett, S. (2011). Examining factorial validity and measurement invariance of the student–teacher relationship scale. Early Childhood Research Quarterly, 26(2), 205–215. https://doi.org/10.1016/j.ecresq.2010.09.004
  • Muehling, D. D. & McCann, M. (1993). Attitude toward the ad: A review. Journal of Current Issues & Research in Advertising, 15(2), 25–58. https://doi.org/10.1080/10641734.1993.10505002
  • Nguyen, L. T. V., Nayak, R., Watkins, J. & Nguyen, P. N. D. (2020). Drivers of social me-dia disengagement: A study of young consumers in Vietnam. Young Consu-mers, 21(2), 155–170. https://doi.org/10.1108/YC-01-2019-0938
  • Niu, X., Wang, X. & Liu, Z. (2021). When i feel invaded, i will avoid it: The effect of adver-tising invasiveness on consumers’ avoidance of social media advertising. Journal of Retailing and Consumer Services, 58, 1–9 https://doi.org/10.1016/j.jretconser.2020.102320
  • Nyström, A. G. & Mickelsson, K. J. (2019). Digital advertising as service: Introducing con-textually embedded selling. Journal of Services Marketing, 33(4), 396–406. https://doi.org/10.1108/JSM-01-2018-0043
  • Obermiller, C. & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159–186.
  • O’Brien, H. L. & Toms, E. G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59(6), 938–955. https://doi.org/10.1002/asi.20801
  • Ohme, R., Reykowska, D., Wiener, D. & Choromanska, A. (2009). Analysis of neurophysiological reactions to advertising stimuli by means of EEG and galvanic skin response measures. Journal of Neuroscience, Psychology, and Economics, 2(1), 21–31. https://psycnet.apa.org/doi/10.1037/a0015462
  • Oxford University Press. (t.y.). Disengagement. Oxford Learners dictionaries içinde. Erişim tarihi: 1.11.2022, thttps://www.oxfordlearnersdictionaries.com/definition/english/disengagement?q=disengagement Poels, K. & Dewitte, S. (2019). The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), 81–90. https://doi.org/10.1080/00913367.2019.1579688
  • Potter, R. F. (2009). How increasing the number of advertisements while keeping the overall duration of commercial breaks constant affects radio listeners. Journal of Broadcas-ting and Electronic Media, 53(4), 584–598. https://doi.org/10.1080/08838150903332991
  • Scheinbaum, A. C. (2016). Digital engagement: Opportunities and risks for sponsors: Con-sumer-viewpoint and practical considerations for marketing via mobile and digital platforms. Journal of Advertising Research, 56(4), 341–345. https://doi.org/10.2501/JAR-2016-040
  • Stewart, D. W. & Pavlou, P. A. (2002). From consumer response to active consumer: Mea-suring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376–396. https://doi.org/10.1177/009207002236912
  • Şahin, Ş., Yönet, Ö. & Suher, H. K. (2016). Reklama yönelik şüphecilik: Anne-baba ve ço-cukları arasındaki farklar üzerine bir inceleme. Kurgu, 24(2), 55–73.
  • Tellis, G. J. (2005). Advertising's role in capitalist markets: What do we know and where do we go from here?. Journal of Advertising Research, 45(2), 162–170. https://doi.org/10.1017/S002184990505018X
  • Tripathi, S., Jain, V., Pandey, J., Merchant, A. & Ambika, A. (2022). When consumers tune out advertising messages: Development and validation of a scale to measure adverti-sing disengagement. Journal of Advertising Research, 62(1), 3–17. https://doi.org/10.2501/JAR-2021-020
  • Trowler, V. (2010). Student engagement literature review. Higher Education Academy, 11(1), 1–15.
  • Walrave, M., Poels, K., Antheunis, M. L., Van den Broeck, E. & van Noort, G. (2018). Like or dislike? Adolescents’ responses to personalized social network site adverti-sing. Journal of Marketing Communications, 24(6), 599–616. https://doi.org/10.1080/13527266.2016.1182938
  • Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46(4), 355–368. https://doi.org/10.2501/S0021849906060429
  • Yang, Q., Zhou, Y., Jiang, Y. & Huo, J. (2021). How to overcome online banner blindness? A study on the effects of creativity. Journal of Research in Interactive Marketing, 15(2), 223–242. https://doi.org/10.1108/JRIM-12-2019-0212
  • Yin, S., Li, B., & Zhou, Q. (2023). The impact of skippable advertising on advertising avoidance intention in China. Marketing Intelligence & Planning, 41(8), 1121–1137. https://doi.org/10.1108/MIP-07-2022-0298
Toplam 65 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Reklam Araştırmaları
Bölüm Araştırma Makaleleri
Yazarlar

Semra Akıncı Saçaralp 0000-0002-9995-6760

Yayımlanma Tarihi 23 Haziran 2025
Gönderilme Tarihi 18 Ekim 2024
Kabul Tarihi 18 Mart 2025
Yayımlandığı Sayı Yıl 2025 Sayı: 47

Kaynak Göster

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

Türkiye İletişim Araştırmaları Dergisi'nde yayımlanan tüm makaleler Creative Commons Atıf-Gayri Ticari 4.0 Uluslararası Lisansı ile lisanslanmıştır.