{"id":4182,"date":"2018-10-26T22:41:45","date_gmt":"2018-10-26T19:41:45","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4182"},"modified":"2018-10-27T17:07:04","modified_gmt":"2018-10-27T14:07:04","slug":"the-effects-of-in-app-mobile-ads-types-on-the-attitude-towards-and-acceptance-of-ads","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/the-effects-of-in-app-mobile-ads-types-on-the-attitude-towards-and-acceptance-of-ads","title":{"rendered":"Mobil Uygulama Reklam T\u00fcrlerinin Reklama Y\u00f6nelik Tutum ve Reklam Kabul\u00fcne Etkisi"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nMobil Uygulama Reklam T\u00fcrlerinin Reklama Y\u00f6nelik Tutum ve Reklam Kabul\u00fcne Etkisi<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nMutlu Y\u00fcksel Avc\u0131lar, Banu K\u00fclter Demirg\u00fcne\u015f, G\u00fclhan Yenilmez<\/td>\n<\/tr>\n
Cilt:<\/td>\n9<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n4<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2018<\/td>\n<\/tr>\n
Sayfa:<\/td>\n923-943<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2018.148<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Ak\u0131ll\u0131 telefonlar\u0131n kullan\u0131m\u0131n\u0131n yayg\u0131nla\u015fmas\u0131n\u0131n sonucu olarak uygulama i\u00e7i mobil reklamlar\u0131n kullan\u0131m d\u00fczeyi artm\u0131\u015ft\u0131r. Uygulama i\u00e7i mobil reklamlar\u0131n etkin bir \u015fekilde kullan\u0131labilmesi i\u00e7in t\u00fcketicilerin uygulama i\u00e7i reklamlara y\u00f6nelik tutum, mobil reklamlardan alg\u0131lad\u0131klar\u0131 de\u011fer ve uygulama i\u00e7i mobil reklamlar\u0131 kabul etme d\u00fczeylerini etkileyen fakt\u00f6rleri tespit etmek olduk\u00e7a \u00f6nemlidir. Bu \u00e7al\u0131\u015fmada, mobil reklam kabul\u00fcn\u00fc etkileyebilecek fakt\u00f6rler, \u00fc\u00e7 ayr\u0131 mobil reklam t\u00fcr\u00fc i\u00e7in de\u011ferlendirilmektedir. \u00c7al\u0131\u015fman\u0131n amac\u0131, mobil uygulamalara gelen reklam t\u00fcrlerinin; reklama y\u00f6nelik tutum, reklamdan alg\u0131lanan de\u011fer ve reklam\u0131n kabul\u00fc \u00fczerindeki etkilerini tespit etmektir. Ara\u015ft\u0131rma i\u00e7in gerekli olan veriler, Ankara’da ya\u015fayan 550 ak\u0131ll\u0131 telefon kullan\u0131c\u0131s\u0131ndan, kolayda \u00f6rnekleme y\u00f6ntemi ve y\u00fcz y\u00fcze anket y\u00f6ntemi ile elde edilmi\u015ftir. De\u011fi\u015fkenler aras\u0131ndaki ili\u015fkileri tespit etmek i\u00e7in hiyerar\u015fik regresyon analizi kullan\u0131lm\u0131\u015ft\u0131r. Analizler sonucunda, tutum ve reklamdan alg\u0131lanan de\u011ferin, mobil reklam\u0131 kabullenmeyi olumlu y\u00f6nde etkiledi\u011fi tespit edilmi\u015ftir. Ayr\u0131ca analiz sonucunda, reklam\u0131n i\u00e7erik \u00f6zelliklerinden etkile\u015fimlilik, e\u011flence ve g\u00fcvenilirli\u011fin, tutum \u00fczerinde en etkili fakt\u00f6rler olduklar\u0131; alg\u0131lanan de\u011fer \u00fczerinde en etkili fakt\u00f6r\u00fcn ise tutum oldu\u011fu tespit edilmi\u015ftir. Analizler sonucunda, tutumun alg\u0131lanan de\u011fer \u00fczerinde en y\u00fcksek etkiye sahip oldu\u011fu reklam t\u00fcr\u00fcn\u00fcn banner reklam oldu\u011fu ortaya konulmu\u015ftur. Mobil reklam de\u011ferinin, mobil reklam kabul\u00fc \u00fczerinde en y\u00fcksek etkiye sahip oldu\u011fu reklam t\u00fcr\u00fcn\u00fcn ise etkile\u015fimli ge\u00e7i\u015f (video) reklamlar\u0131 oldu\u011fu tespit edilmi\u015ftir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nMobil Reklam, Mobil Reklama Y\u00f6nelik Tutum, Mobil Reklam\u0131n Alg\u0131lanan De\u011feri, Mobil Reklam T\u00fcrleri, Mobil Reklam Kabul\u00fc<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM30, M31, M37<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Mobil Uygulama Reklam T\u00fcrlerinin Reklama Y\u00f6nelik Tutum ve Reklam Kabul\u00fcne Etkisi Yazar(lar): Mutlu Y\u00fcksel Avc\u0131lar, Banu K\u00fclter Demirg\u00fcne\u015f, G\u00fclhan Yenilmez Cilt: 9 Say\u0131: 4 Y\u0131l: 2018 Sayfa: 923-943 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2018.148 \u00d6z Ak\u0131ll\u0131 telefonlar\u0131n kullan\u0131m\u0131n\u0131n yayg\u0131nla\u015fmas\u0131n\u0131n sonucu olarak uygulama i\u00e7i mobil reklamlar\u0131n kullan\u0131m […]<\/p>\n

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