A STUDY ON THE SOCIAL MEDIA ADVERTISING AVOIDANCE BEHAVIORS OF GENERATION Y IN TURKEY: THE YOUTUBE EXAMPLE
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https://doi.org/10.5281/zenodo.17395207Keywords:
Social media, Youtube, millennials, ad avoidance, general survey modelAbstract
Millennials, as a generation that has grown up in a social media environment, react very differently to advertisements than previous generations. Especially on user-oriented platforms such as YouTube, avoidance behaviors towards the advertising content encountered have increased significantly. These behaviors, which occur in the form of skipping, not watching or completely blocking ads, carry characteristics not only about content preference, but also about the relationship that the person has established with social media. In this context, the main purpose of this study is to analyze in-depth the social media ad avoidance behaviors of millennials in Turkey and to determine the underlying causes and effects of these behaviors. For this purpose, YouTube, the most widespread platform in terms of video viewing, was chosen as an example. The study utilized the general survey model method, which is one of the quantitative research approaches and is used to evaluate the entire population or a representative sample from it in order to make a comprehensive assessment of the population in a population consisting of a significant number of items. The sample was determined as 103 people reached online through convenience sampling method. As a result, it has been revealed that there is a certain incompatibility between Youtube's advertising policies and users' expectations and wishes.
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