DOCUMENT ANALYSIS ON THESES ON “NATIVE ADVERTISING” IN TURKEY


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Adalı G.

INTERNATIONAL PARIS CONFERENCE ON SOCIAL SCIENCES - IX, Paris, France, 25 - 27 August 2023, pp.573-583

  • Publication Type: Conference Paper / Full Text
  • City: Paris
  • Country: France
  • Page Numbers: pp.573-583
  • Akdeniz University Affiliated: Yes

Abstract

As a new concept, native advertising can be defined as an advertisement model that is prepared at the request of the customer for a certain fee within the scope of online news publishing and resembles news content in terms of font, presentation and functionality. Prepared by adding the brand's message to the content that users are interested in on the medium in a way that does not disrupt the naturalness of the content, native adverts tell the stories of brands to consumers in an educational and entertaining way and aim to establish a two-sided communication between the user and the brand. Native adverts, which are rapidly becoming widespread in Turkey, are mostly applied in different content models such as lists, tests, articles, video productions, infographics, interactive pages and special projects. Native adverts, which first emerged as a type of digital advertisement in the USA in 2014, have rapidly gained popularity in our country. This situation has not escaped the attention of the academia and despite its very short history, 15 postgraduate theses were reached in the research conducted in ―Yök Thesis Scanning‖ on native advertising. This number is quite remarkable for such a new type of advertisement. In this study, how is native advertising handled in theses? Answers to questions such as which methods are mostly studied and in which departments these studies are completed will be sought. The main purpose of the study is to reveal how native advertising, as such a new type, has found its place in Turkish academia. In the study, the document analysis technique, which is thought to be appropriate to the nature of the subject, was used. As a result of the examinations made, it is thought that native advertising studies will continue to increase in the academy in parallel with the sectors in the coming days, and it is also predicted that native advertising will make important contributions to the field of online advertising by dividing into types within itself.

Keyword: Native Advertising, Postgraduate Theses, Document Analysis.