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Dergiler / Connectist: Istanbul University Journal of Communication Sciences / 2026 / Sayı: 68

TOGG’un sosyal medya reklamlarının beyindeki izleri: EEG ile bir nöropazarlama araştırması

Traces of TOGG’s social media ads in the brain: A neuromarketing study with EEG

Hayat Ayar Şentürk(YILDIZ TECHNICAL UNIVERSITY, FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES, DEPARTMENT OF BUSINESS, BUSINESS ADMINISTRATION PR.)0000-0002-8738-4603
Seyfullah Akkök(YILDIZ TECHNICAL UNIVERSITY, FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES, DEPARTMENT OF BUSINESS, BUSINESS ADMINISTRATION PR.)0009-0009-1479-7376
Sayfa
72–94
Yayın Tarihi
2025-06-27
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Geleneksel araştırma yöntemlerine kıyasla daha objektif bulgular elde etmede nörobilimsel yöntemlerin artan popülaritesine rağmen, reklam etkinliği ve tüketicilerin zihni üzerine yapılan nöropazarlama çalışmaları hala sınırlıdır.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Pazarlama iletişimi araştırmalarının temel amaçlarından biri, iletişimin etkinliğini ölçmektir.
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Temel Bulgular & Veri:Geleneksel araştırma yöntemlerine kıyasla daha objektif bulgular elde etmede nörobilimsel yöntemlerin artan popülaritesine rağmen, reklam etkinliği ve tüketicilerin zihni üzerine yapılan nöropazarlama çalışmaları hala sınırlıdır.
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Sonuç & Katkı:Çalışmanın bulguları, markaların reklam stratejilerini beyin temelli verilere dayanarak optimize etmelerine ve tüketicilerin olumlu marka deneyimlerini güçlendirmelerine yönelik öneriler sunmaktadır.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:EEG · nöropazarlama · tüketici sinirbilimi

Özet

Pazarlama iletişimi araştırmalarının temel amaçlarından biri, iletişimin etkinliğini ölçmektir. Geleneksel araştırma yöntemlerine kıyasla daha objektif bulgular elde etmede nörobilimsel yöntemlerin artan popülaritesine rağmen, reklam etkinliği ve tüketicilerin zihni üzerine yapılan nöropazarlama çalışmaları hala sınırlıdır. Bu nedenle, sosyal medya reklamlarının tüketici zihnindeki etkilerinin daha iyi anlaşılması için nörobilim temelli kanıtlar sunan araştırmalara duyulan ihtiyaç artmaktadır. Bu çalışmada, sosyal medya reklamlarının beyin üzerindeki fizyolojik etkileri elektroensefalografi ile ölçülerek bir nöropazarlama deneyi gerçekleştirilmiştir. Detaylandırma Olasılığı Modeli çerçevesinde, katılımcıların belirlenen sosyal medya reklamlarını izlerken beyin dalgaları kaydedilmiş ve bilişsel süreçleri ayrıntılı olarak analiz edilmiştir. Çalışma, üç ana katkı sunmaktadır. İlk olarak, tüketicilerin sosyal medya reklamlarını izlerken bilinçli olarak kontrol edemedikleri beyin dalgaları incelenmiştir. Bu sayede, sosyal medya reklam etkinliği ile beyin fizyolojisi arasındaki bağlantılar keşfedilerek ürün beğenisi ve hatırlanabilirliğiyle ilgili zihinsel süreçler daha iyi anlaşılmaktadır. İkinci olarak araştırma, düşük ve yüksek ilgilenimli tüketicilerin sinirsel verilerini karşılaştırarak, hangi ikna yollarının daha etkili olduğunu ortaya koymaktadır. Üçüncü olarak, bu makale Türkiye’nin ilk yerli otomobil markası TOGG’un reklamlarının tüketici zihnindeki etkilerinin incelendiği ilk nöropazarlama araştırmalarından biri olarak stratejik pazarlama çabalarına ışık tutmaktadır. Çalışmanın bulguları, markaların reklam stratejilerini beyin temelli verilere dayanarak optimize etmelerine ve tüketicilerin olumlu marka deneyimlerini güçlendirmelerine yönelik öneriler sunmaktadır.

Abstract

One of the main goals of marketing communication research is to assess communication effectiveness. Although neurosci entific methods are gaining popularity for providing more objective insights than traditional approaches, neuromarketing studies on advertising effectiveness and consumer cognition remain limited. Thus, there is a growing need for neuro sciencebased research to better understand how social media ads impact consumer cognition. This study conducted a neuromarketing experiment using electroencephalography to measure the physiological effects of social media ads on the brain. Within the Elaboration Likelihood Model framework, participants’ brain waves were recorded while viewing selected ads, and their cognitive processes were analyzed. The study offers three key contributions. First, it examines the brain waves that consumers cannot consciously control, revealing the links between ad effectiveness, product preference, and memorability. Second, it compares the neural data of low and highinvolvement consumers to determine more effective persuasion routes. Third, this paper represents one of the first neuromarketing studies to examine the cognitive impact of advertisements for TOGG, Türkiye’s first domestic automobile brand, thereby contributing to strategic marketing efforts. The findings of this study provide insights for brands to optimize their advertising strategies based on brainbased data and to enhance consumers’ positive brand experiences.

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Bu Makaleye Atıf Yap

Şentürk, H. A., Akkök, S. (2025). TOGG’un sosyal medya reklamlarının beyindeki izleri: EEG ile bir nöropazarlama araştırması. Connectist: Istanbul University Journal of Communication Sciences, Sayı: 68, 72–94. https://doi.org/10.26650/CONNECTIST2025-1474143

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