Abstract:

As a result of the lack of control in mobile and online advertisements, consumer interest and trust in advertisements have decreased. The emergence of a variety of methods, such as Smart TV, ad blocking programs, has become a new solution for consumers trying to escape from advertising. Ad blocking programs (REP) are those programs that prevent encountering various advertisement applications, thanks to an add-on or an application. It is important to find out how much knowledge the consumers have and how their attitudes and behavioral tendencies are about the applications that can be easily installed on phones and computers for the internet advertising stakeholders and academics. Because these applications, whose level of use is rapidly increasing, threaten the media and advertising sector that advertising is the source of their income. So the aim of this study is to reveal the consumers' knowledge, attitudes and behaviors towards REP. A questionnaire was applied to the participants that are internet users and chosen by using objective-oriented sampling method. As a result of the study, it was determined that the participants did not have sufficient knowledge about REP and showed positive attitude and behavior tendencies when they were informed.

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