“İnterneti Daha İyi Kullanalım” veya “İnterneti Daha Az Kullanalım”: Google’ın #LetsInternetBetter Kampanyasına Yönelik Tüketici Tepkileri

Hediye Aydoğan; Sibel Hoştut

doi:10.26468/trakyasobed.1688501

ÖZ

Bu araştırma makalesi, YouTube yorumları aracılığıyla tüketicilerin tepkilerini analiz ederek Google’ın “#LetsInternetBetter” sosyal reklam kampanyasının yanlış bilgilendirmeyle mücadeledeki etkinliğini araştırmaktadır. Çalışma, yanlış bilgilendirme ve farkındalık kampanyalarına ilişkin tüketici görüşlerine dair içgörüler sağlamak amacıyla sosyal ağlardan zengin bir veri kaynağı olarak YouTube yorumlarından yararlanmaktadır. MAXQDA 2020 niteliksel veri analizi programını kullanarak 994 yorumun tematik analizini gerçekleştirme yoluyla bu niteliksel araştırma yöntemine dayanan çalışma, tüketici tepkilerini reklamla ilgili ve markayla ilgili temalar halinde kategorize etmekte ve bunları ayrıca biliş, duygulanım ve davranışsal niyetler halinde parçalara ayırmaktadır. Geniş bir tüketici katılımı yelpazesini yansıtarak yorumcu türlerinin genişletilmiş bir tipolojisini sunmaktadır. Bulgular, olumlu desteklerden eleştirel şüpheciliğe kadar çeşitli tüketici tepkilerini ortaya koymaktadır. Araştırma, yanlış bilgilerin azaltılması çabalarında doğrudan katılımın önemli rolünün altını çizerken aynı zamanda dijital kampanyaların izleyicileri kutuplaştırma potansiyelini de ortaya koymaktadır. Bu çalışma, dijital platformların yanlış bilgilendirme konusundaki tüketici söylemini nasıl etkilediğinin anlaşılmasına katkıda bulunarak daha etkili ve kapsayıcı sosyal reklam kampanyalarının hazırlanmasına yönelik öneriler sunmaktadır.

Anahtar Kelimeler:

Yanlış bilgi, reklam, tüketici tepkisi, Google, tematik analiz

Kaynaklar

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