Reaching the Voter Through the Ideal Advertising Channel: An AHP Analysis on Social Media

Gülcennet Öztürk Çelebi; Eda Mezda

Makale detayları

Reaching the Voter Through the Ideal Advertising Channel: An AHP Analysis on Social Media

Yazarlar:

Gülcennet Öztürk Çelebi | Eda Mezda

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

Siyasal Reklamcılık

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.687-707

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001330935

pISSN:

2148-4287

Anahtar kelimeler:

Özet:

 When the election processes in the world are evaluated from a universal and historical perspective, it is seen that the fate of the elections is determined by the impartial voters, not the fanatic voters. This assumption, which is also valid for Turkey, raises the question of how and through which channels impartial voters can be persuaded. While the answer the question of how is hidden in a complex multivariate process involving persuasion and propaganda techniques, the way to seek a scientific answer to the question of from which channel is to examine advertising channels. This study, which aims to determine the ideal social media channel for party advertisements, is operational research that provides foresight in the light of scientific criteria for advertisers. One of the multi-criteria decision-making MCDM techniques, The Analytical Hierarchy Process AHP, was used as the method in the study. The alternatives of the study were determined as Facebook, Instagram, and YouTube, social networks that provide intense propaganda flow during election periods. Twitter and Whatsapp are excluded from the scope as they are not political advertising channels. The channels were compared in terms of advertising costs, access and ease of use, accessibility to the targeted audience, interaction functionality, control over feedback, and individual-corporate account options. The weights of these criteria were determined with the help of statistics and expert opinion. As a result of the calculations, scores of 0.399 for Facebook and 0.341 for YouTube, and 0.261 for Instagram were reached. As a result, it has been seen that Facebook is the ideal channel for political advertisements for the general electorate. The study is important in terms of providing an idea about which medium may be more advantageous for advertisers in pre-election periods.

 When the election processes in the world are evaluated from a universal and historical perspective, it is seen that the fate of the elections is determined by the impartial voters, not the fanatic voters. This assumption, which is also valid for Turkey, raises the question of how and through which channels impartial voters can be persuaded. While the answer the question of how is hidden in a complex multivariate process involving persuasion and propaganda techniques, the way to seek a scientific answer to the question of from which channel is to examine advertising channels. This study, which aims to determine the ideal social media channel for party advertisements, is operational research that provides foresight in the light of scientific criteria for advertisers. One of the multi-criteria decision-making MCDM techniques, The Analytical Hierarchy Process AHP, was used as the method in the study. The alternatives of the study were determined as Facebook, Instagram, and YouTube, social networks that provide intense propaganda flow during election periods. Twitter and Whatsapp are excluded from the scope as they are not political advertising channels. The channels were compared in terms of advertising costs, access and ease of use, accessibility to the targeted audience, interaction functionality, control over feedback, and individual-corporate account options. The weights of these criteria were determined with the help of statistics and expert opinion. As a result of the calculations, scores of 0.399 for Facebook and 0.341 for YouTube, and 0.261 for Instagram were reached. As a result, it has been seen that Facebook is the ideal channel for political advertisements for the general electorate. The study is important in terms of providing an idea about which medium may be more advantageous for advertisers in pre-election periods.

 When the election processes in the world are evaluated from a universal and historical perspective, it is seen that the fate of the elections is determined by the impartial voters, not the fanatic voters. This assumption, which is also valid for Turkey, raises the question of how and through which channels impartial voters can be persuaded. While the answer the question of how is hidden in a complex multivariate process involving persuasion and propaganda techniques, the way to seek a scientific answer to the question of from which channel is to examine advertising channels. This study, which aims to determine the ideal social media channel for party advertisements, is operational research that provides foresight in the light of scientific criteria for advertisers. One of the multi-criteria decision-making MCDM techniques, The Analytical Hierarchy Process AHP, was used as the method in the study. The alternatives of the study were determined as Facebook, Instagram, and YouTube, social networks that provide intense propaganda flow during election periods. Twitter and Whatsapp are excluded from the scope as they are not political advertising channels. The channels were compared in terms of advertising costs, access and ease of use, accessibility to the targeted audience, interaction functionality, control over feedback, and individual-corporate account options. The weights of these criteria were determined with the help of statistics and expert opinion. As a result of the calculations, scores of 0.399 for Facebook and 0.341 for YouTube, and 0.261 for Instagram were reached. As a result, it has been seen that Facebook is the ideal channel for political advertisements for the general electorate. The study is important in terms of providing an idea about which medium may be more advantageous for advertisers in pre-election periods.

 Seçim süreçleri evrensel ve tarihsel bir bakış açısıyla değerlendirildiğinde, seçimlerin kaderini tarafsız seçmenin belirlediği görülmektedir. Türkiye özelinde de geçerli olan bu varsayım, tarafsız seçmenin nasıl ve hangi kanallardan ikna edilebileceği sorusunu doğurmaktadır. Nasıl sorusunun yanıtı çok değişkenli bir süreçte gizliyken, hangi kanaldan sorusunu yanıtlamanın yolu reklam mecralarını incelemekten geçmektedir. Parti reklamları için ideal sosyal medya mecrasını saptamayı amaçlayan bu çalışma, reklamverenler açısından bilimsel kriterler ışığında öngörü sunan bir yöneylem araştırmasıdır. Çalışmada çok kriterli karar verme ÇKKV tekniği Analitik Hiyerarşi Prosesi AHP yöntem olarak kullanılmıştır. Çalışmanın alternatifleri Facebook, Instagram ve YouTube olarak belirlenmiş, Twitter ve Whatsapp siyasal reklam verilememesi nedeniyle kapsam dışı tutulmuştur. Mecralar; reklam maliyetleri, erişim ve kullanım kolaylıkları, hedeflenen kitleye ulaşılabilirlik, etkileşim işlevsellikleri, geri bildirimler üzerindeki kontrol ve bireyselkurumsal hesap seçenekleri açısından karşılaştırılmıştır. Kriterlerin ağırlıkları uzman görüşüyle belirlenmiştir. Hesaplamalarda Facebook için 0,399 YouTube için 0,341 ve Instagram için 0,261 puanlık skorlara ulaşılmıştır. Sonuç olarak ideal mecranın Facebook olduğu görülmüştür. Bu çalışma seçim öncesi dönemlerde, hangi mecranın reklamverenler için daha avantajlı olabileceğine yönelik bir fikir sunması açısından önemlidir.

Makale detayları

Reaching the Voter Through the Ideal Advertising Channel: An AHP Analysis on Social Media

Yazarlar:

Gülcennet Öztürk Çelebi | Eda Mezda

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

Siyasal Reklamcılık

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.687-707

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001330935

pISSN:

2148-4287

Political Communication

Political Advertising

Social Media Ads

Facebook Ads

Instagram AdsSiyasal İletişim

Siyasal Reklam

Sosyal Medya Reklamları

Facebook Reklamları

Instagram Reklamları

Sayı

Makale detayları

Yazarlar: Gülcennet Öztürk Çelebi | Eda Mezda

Yayıncı: İstanbul Gelisim University

Ana Başlıklar: Siyasal Reklamcılık

Dergi: İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.687-707

Belge Tipi: Makale

Yayın Tarihi: 10/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001330935

pISSN: 2148-4287

Sayı

Yazarlar:

Gülcennet Öztürk Çelebi | Eda Mezda

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

Siyasal Reklamcılık

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.11 Issue 2, pp.687-707

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001330935

pISSN:

2148-4287