Bir Reklam Unsuru Olarak Emoji Kullanımı: Emoji İçerikli Reklamlara Yönelik Tutum Araştırması

Ebru GÖKALİLER, Ezgi SAATCIOĞLU

Öz


Günümüzde bilgi iletişim teknolojilerinde yaşanan gelişmeler kişiler arası iletişim süreçlerinde değişimler yaratmaktadır. Bireyler artık birbirleriyle ekranların ardında iletişim kurmakta, duygularını ifade etme yolunda emojilerden yararlanmaktadır. Gündelik yaşamda yerini giderek arttıran emojiler, marka iletişim çalışmalarında markaların da dikkatini çekmektedir. Markalar günümüzde emojileri reklam stratejilerinde kullanmakta ve onları tüketicilerin duygularına seslenme unsuru olarak değerlendirmektedirler. Araştırma kapsamında reklamlardaki emojilerin reklam tutumlarına yansıması araştırılmıştır. Araştırma yöntemi olarak kullanılan anket; demografik özellikler, emoji kullanım durumlarının saptanmasına yönelik sorular, emoji içerikli reklamlara yönelik tutumun irdelenmesine yönelik sorulardan oluşmaktadır. Araştırmanın temel bulgularına göre; bireylerin emoji kullanımları arttıkça emoji içerikli reklamlara yönelik tutumları olumlu yönde artmaktadır. Emoji kullanım sıklığı arttıkça emoji içerikli reklamlara dikkat edilmesi de artmaktadır. Ayrıca cinsiyete göre emoji içerikli reklamlara yönelik tutumlarda bir farklılık olduğu ve kadınların emoji içerikli reklamlara yönelik tutumlarının erkeklerden daha olumlu olduğu saptanmıştır.


Anahtar Kelimeler


Emoji; emoji içerikli reklam; emoji pazarlaması; reklam tutumu

Tam Metin:

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