TITLE:
Brand Attitude Process of Pop-Up Ads Used in Digital Marketing
AUTHORS:
Osman Yetkin, Murat Basal
KEYWORDS:
Digital Marketing, Pop-Up Ads, Brand, Brand Attitude, Province of Istanbul
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.12 No.4,
April
19,
2024
ABSTRACT: Since the effect of pop-up advertisements on consumers’ brand attitude is controversial, this study analyzes the process and impact of pop-up advertisements on brand attitude in more detail. In addition, the role of the ad’s content, type, and customization to the target audience on the impact of the ad is also discussed. This study aims to provide a better understanding of how pop-up ads can affect brand reputation by determining the right advertising strategies of brands. The aim of the study is to examine the effect of pop-up ads, which are popular and frequently used among digital marketing strategies, on brand attitude. Accordingly, in this research, an online survey was conducted for Instagram platform users and 718 consumers who shop online on Instagram were reached through convenience sampling method. In the research, the data obtained through the online survey method were evaluated on a computer using the SPSS 22.0 statistical program. In the survey, the descriptive characteristics of the participants, their perception towards the pop-up advertisement and their attitude towards the brand in the pop-up advertisement were discussed. In the frequency and percentage analysis created regarding the determined characteristics of the consumers in the research, mean and standard deviation statistics were used for the scale analysis. The relationships between the variables in the study were evaluated by conducting pearson correlation and confirmatory regression analysis. As a result of examining the differences in scale arrangement depending on the determining feature in the study, t-test, one-way analysis of variance and post-hoc Tukey analyzes were performed. According to the analysis results, the hypothesis that there is a positive relationship between digital marketing strategies and brand attitude of pop-up ads is accepted. These results are important for creating digital marketing strategies and considering the effects of the use of pop-up ads in terms of brand attitude. It is recommended that future studies be conducted using experimental methods to understand consumer qualities and behaviors regarding brand attitude of digital marketing strategies and pop-up advertisements.