Cilt 9 Sayı 3 (2024): Turkish Journal of Marketing
Makaleler

Merakın esiri olmak: Zeigarnik etkisi, başparmak durdurucu reklamlarla müşteri sadakatini ve marka savunuculuğunu artırıyor

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  • Dr Salma Akter,
  • Noor Marjuk Khan Arko,
  • Taj Ashrafi
Dr Salma Akter
Doç. Dr., East West University, Dhaka, Bangladesh
Biyografi
Noor Marjuk Khan Arko
Arş. Görv., East West University, Dhaka, Bangladesh
Biyografi
Taj Ashrafi
Bangladesh Computer Council (Ministry of ICT Bangladesh)
Biyografi

Yayınlanmış 25.09.2024

Anahtar Kelimeler

  • Zeigarnik Etkisi, Başparmak Durdurucu Reklam, Müşteri Sadakati, Marka Savunuculuğu, Dijital Reklamcılık

Telif Hakkı (c) 2024 Dr Salma Akter- Noor Marjuk Khan Arko- Taj Ashrafi

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Merakın esiri olmak: Zeigarnik etkisi, başparmak durdurucu reklamlarla müşteri sadakatini ve marka savunuculuğunu artırıyor. (2024). Turkish Journal of Marketing, 9(3), 66-82. https://doi.org/10.30685/tujom.v9i3.196

Öz

Bu çalışma, Zeigarnik Etkisi'nin Thumb-stopper reklamları aracılığıyla tüketici sadakati ve marka savunuculuğu üzerindeki etkisini titizlikle inceler. Duygusal Çekicilik, Dikkat ve Katılım Ölçümleri, Marka Mesajlaşması, Hikaye Anlatımı, Müşteri Sadakati ve Marka Savunuculuğu'nu araştırmak, dijital reklamcılıkta bu dinamikleri yönlendiren temel mekanizmaları ortaya çıkarır. Nicel ve nitel yaklaşımları kapsayan karma yöntemler kullanarak, çevrimiçi bir anket aracılığıyla 303 katılımcıyla etkileşime girerek Thumb-stopper reklam etkileşimleri ve ardından gelen marka algıları hakkında içgörüler ortaya çıkardık. Yapısal Eşitlik Modellemesi (SEM) aracılığıyla test edilen dört hipotez aracılığıyla kapsamlı bir anlayış elde edildi. Bu çalışma, Rus psikolog Dr. Bluma Zeigarnik tarafından 1927'de ortaya atılan "Zeigarnik Etkisi" modeline dayanmaktadır. Güçlü duygular uyandıran Thumb-stopper reklamları izleyicileri çeker ve anlatılarla güçlendirilir. Etkileşim ölçümleri duygusal çekiciliği ve marka mesajını aracılık ederek başparmak durdurucu reklamların karmaşık dinamiklerine ışık tutar. Pazarlamacılar, güçlü müşteri sadakati ve savunuculuğu geliştiren akıllıca hazırlanmış kampanyalar aracılığıyla başparmak durdurucu reklamları yükseltebilir.

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