Pazarlama 4.0 Açısından Doğal Reklamların İncelenmesi ve Marka Farkındalığına Etkisi Üzerine Bir Araştırma
A Research on the Investigation of Native Advertisements in terms of Marketing 4.0 and Its Effect on Brand Awareness

Summary/Abstract: Purpose – The aim of this research is to determine whether native ads have an effect on brand awareness. Design/methodology/approach – Quantitative research methods were used in the research. The universe of the research has been determined as people who use the internet and encounter native advertising. The research was carried out with a total of 585 participants between 01/04/2020 and 04/05/2020. An electronic questionnaire was created for the data set. Analysis was carried out on IBM SPSS Statistics 25 program. Demographic findings were determined as a result of frequency analysis. Factor and reliability analysis were conducted for the variables of credibility, informativeness, irritation and entertainment, which are the factors affecting native advertisements, and the variables of recognition and recall, which are the components of brand awareness. Correlation analysis was applied to the independent variables of credibility, informativeness, irritation and entertainment. Multiple regression analysis was used to test whether credibility, informativeness, irritation and entertainment, which are the factors affecting native advertising, have an effect on recognition and recall, which are brand awareness components. Finally, whether there is a difference in brand awareness between age groups was measured by Kruskal Wallis Variance analysis. Findings – As a result of the research, it was seen that the variables of credibility, informativeness, irritation and entertainment, which are the factors affecting native advertisements, explain the recognition and recall variables from the brand awareness components with a rate of 52.80%. It was decided that credibility and informativeness independent variables could be used to predict brand awareness component recognition and recall variable. It was concluded that the most descriptive dimension among the sub-dimensions is the credibility dimension. Additionally, the brand awareness levels of the participants differ significantly according to the age range. It was concluded that participants aged 36-44 and 54 and over had more brand awareness than participants aged 27-35. Discussion – The result of the research supports the literature. The more informativeness and reliability elements that brands use in order to attract consumers' attention and curiosity, the higher the brand awareness of the consumer will be. Analysis results support this.

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