Erbaş, Sefa

The aim of this study is to identify the variables of ad likeability of commercials, and to find out the impact of each variable on ad likeability through a model. The research was carried out with 300 participants from different age groups who had watched the “Turkey’s Largest Social Network” TV commercial of brand Tadım. The impact of the variables such as demographic data, personality traits, attitude toward ad, attitude toward brand and creative strategies in the model developed in the context of the research on the ad likeability were tested through hierarchical regression analysis. It was concluded that only the variables of attitude toward ad and creative strategy were statistically meaningful in explaining ad likeability. This study, which has examined the variables determining the ad likeability through a model, is thought to be a pioneering study to make a significant contribution to the researches carried out by academicians and marketing practitioners in the field.

Türten, Elif

Privacy is one of the basic needs of people. Privacy, meaning “personal privacy,” is a socio-culturalphenomenon that is important to both people and society. Communication, which started with telegramand developed with radio and television, has changed with the development of new technologies. Digital media, which is at the center of our social life byenteringour life, is one of the most obvious types of transforming communication. Social media has changed many things with new communication technologies. Confidentiality, an important function in the cultural sense, has also beeninfluenced by digital media. Facebook, Twitter, Instagram, Swarmetc. people with social media accounts have begun to carry out many areas of personal account, from birth to death, from home to work. Nolonger, manyintimate knowledge is known, such as when the individuals with social media accounts get married, where they go for a vacation, what schools the yearn, where they work, what they name their children. Such a change of privacy is changing day by day. By exposing their privacy through social media, people both reveal their identities and create new identities for themselves. This study aimed to describe how the perception of privacy in the social media changed. The study’s universe constitutes graduate students of the Public Relations and Publicity Department of the CommunicationFaculty of Gümüşhane University. 5 girls, 5 boys students, ie a total of 10 gradua testudents semi-structured interview technique applied. As a result of the semi-structured interview conducted in March, April and September 2018, it was determined that the subjects did not share much of their daily lives in social media accounts, they paid attention to their privacy, but still had privacy concerns. It was revealed that the subjects received information about their education and social media and privacy during their undergraduate and graduate education and this was reflected in their social media usage.