Sosyal medya reklamları ve tüketicilerin reklamdan kaçınma davranışı: Türkiye, Eskişehir evreninde Z kuşağının davetsiz reklamlara bakışı üzerine yapılan bir çeverimçi anket çalışması

Research shows that there is a problem of ad intrusiveness even though, advertising plays an important role in the promotional mix for brands or organizations in Turkey. YouTube is no exception when it comes to ad intrusiveness. Notwithstanding, social media (YouTube) offer organizations very good opportunities for advertisement. This concern prompted this research, which sought to assess the extent to which YouTube ads (pre-roll, of consumer ad and still ads) are perceived as intrusive. Additionally, the study investigates how intrusiveness affects users' cognitions and mitigating factors of ad intrusiveness. The research made use of experimental design using quantitative data techniques. To establish the purpose of the research, data will be collected by primary and secondary methods with the key instruments of data collection being questionnaire. Consequently, the study found that YouTube pre-roll and mid-roll ads are perceived as intrusive by consumers, while still ads were less intrusive. Participants considered YouTube mid-roll ads as more intrusive than YouTube pre-roll ads. Also, informative and humor/entertaining ads were identified to reduce ad intrusiveness. Unexpectedly, the findings of the study showed that informative ads were better at addressing intrusiveness compared to entertaining ads. Finally, the study revealed that ad intrusiveness is a cause of cognitive ad avoidance. Keywords: Intrusiveness, Informative Ad, Humor/Entertaining Ad, Consumer Advertising Avoidance Behavior