Sosyal Medya Reklamları Bağlamında Reklamdan Kaçınma Davranışı ve Reklam Körlüğü Üzerine Bir İnceleme
Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, cilt.17, sa.2, ss.672-689, 2026 (TRDizin)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 17 Sayı: 2
- Basım Tarihi: 2026
- Dergi Adı: Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi
- Derginin Tarandığı İndeksler: TR DİZİN (ULAKBİM)
- Sayfa Sayıları: ss.672-689
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- İstanbul Kültür Üniversitesi Adresli: Evet
Özet
This study reconsiders the resistance strategies developed by social media users within the evolving nature of digital advertising
practices through the conceptual lenses of ad avoidance and ad blindness. On platforms such as YouTube, where visual saturation
and algorithmically curated content streams dominate, the advertising experience of Generation Z is shaped by both the content and
the surrounding structural dynamics. Within this framework, the study adopts a qualitative research design grounded in interpretive
and social constructivist paradigms, focusing on the cognitive, emotional, and behavioral responses of 25 university students enrolled
in advertising and new media programs. Semi-structured in-depth interviews were conducted to explore participants’ perceptions of
and reactions to digital advertisements. Findings reveal that repeated ad exposure, contextual misalignment, and limited user control
trigger both deliberate avoidance strategies and habitual perceptual filtering mechanisms. Ad blindness, in this context, is
conceptualized not merely as diminished visual attention but as a cognitive defense mechanism constructed through selective
perception. In light of these findings, the study highlights the importance of ethically grounded advertising strategies that prioritize user
experience, contextual relevance, and minimizing cognitive load to enhance the effectiveness of digital advertising.