Publication: Viral reklamın Z kuşağına etkisi bir Türkiye örneği
Abstract
Geleneksel medyanın günümüzde giderek hayatımızdan etkisini azaltmasıyla beraber yeni medyanın sınırsız gücü üzerimizde baskın hale gelmiştir. Geleneksel medyadaki tek yönlü iletişim, bireylere doğrudan ulaşamama sorunsalı yeni medya teknolojileriyle beraber yıkılmıştır. Yeni medya bireylere özgürlük sağlamakta, bireylerin kendini ifade edebileceği ortamlar yaratmaktadır. Bu ortamların hem olumlu hem de olumsuz yönleri mevcuttur. Bireyin kendi profilini oluşturabileceği bu ortam ayrıca kendi ihtiyaçlarını doğrudan aracı olmadan temin etme imkanını yaratmıştır. Bu imkânın verdiği sınırsızlıklar sosyal medya üzerinde söz sahibi olmak isteyen markaların da güncel bir şekilde her an değişime açık olmalarını gerektirmektedir. Geleneksel medya ile büyüyen X kuşağı, onu takip eden ve yeni medya teknolojileriyle büyürken tanışan Y kuşağı ve yeni medya teknolojilerinin içinde doğan, artık söz sahibi olan Z kuşağı markaların kadrajı altındadır. Hayatlarında en az iki ekranla büyüyen Z kuşağı öncesinde gelen diğer kuşaklardan tamamen farklılıklar içermektedir. Teknoloji aletlerini daha iyi bilen, tepkilerini sosyal ağ üzerinden her zaman dile getiren bu kuşak herhangi bir ürün veya hizmet satın alımında faydacı davranmaktadır. Ürünün veya hizmetin fiyatı, görünümü değil artık kendisinin varacağı tatmin önemlidir. Tatmini yaratmak ve bu tatmini sürdürmek markaların yarattıkları reklamlarla sağlanmaktadır. Özellikle gençlerin ilgisini çeken viral reklamlar, duyguları harekete geçirerek marka bilinirliğini arttırmaktadır. Bu çalışmada viral reklamın Z kuşağına olan etkisi üzerinde durulup sonuçlar üzerinde değerlendirme yapılmaya çalışılacaktır.
The unlimited power of the new media has become dominant over us as the traditional media gradually decreases its influence on our lives. The problem of unidirectional communication and not reaching individuals directly in traditional media have collapsed via the new media technologies. The new media provides freedom to individuals and also creates environments in where individuals can express themselves. These environments have both positive and negative aspects. The environment where individuals can create his / her own profile has also created the opportunity to meet his / her needs directly without any intermediaries. The limitations of this opportunity require brands that want to have a say on social media to be open to change at all times.Generation X, which has grown with traditional media, the generation Y that followed it and met new media technologies while growing up, and the generation Z, which was born in new media technologies, are now under the effect of many brands.The Z generation, which has been growing up with at least two screens in their lives, is completely different from the previous generations. This generation, who mostly spends time with technological devices and often expresses their reactions by using social networks, behaves very utilitarian for purchasing any product or service. The satisfaction of the product is very important while the price of product or service and its appearance are no longer important. Creating and maintaining satisfaction are provided by the advertisements created by brands. Viral ads, which attract the attention of young people, in particular, increase brand awareness by activating emotions. In our study, we will focus on the effect of viral advertising on Generation Z and evaluate the results.
The unlimited power of the new media has become dominant over us as the traditional media gradually decreases its influence on our lives. The problem of unidirectional communication and not reaching individuals directly in traditional media have collapsed via the new media technologies. The new media provides freedom to individuals and also creates environments in where individuals can express themselves. These environments have both positive and negative aspects. The environment where individuals can create his / her own profile has also created the opportunity to meet his / her needs directly without any intermediaries. The limitations of this opportunity require brands that want to have a say on social media to be open to change at all times.Generation X, which has grown with traditional media, the generation Y that followed it and met new media technologies while growing up, and the generation Z, which was born in new media technologies, are now under the effect of many brands.The Z generation, which has been growing up with at least two screens in their lives, is completely different from the previous generations. This generation, who mostly spends time with technological devices and often expresses their reactions by using social networks, behaves very utilitarian for purchasing any product or service. The satisfaction of the product is very important while the price of product or service and its appearance are no longer important. Creating and maintaining satisfaction are provided by the advertisements created by brands. Viral ads, which attract the attention of young people, in particular, increase brand awareness by activating emotions. In our study, we will focus on the effect of viral advertising on Generation Z and evaluate the results.