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Journals / Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi / 2026 / Cilt: 14 Sayı: Uluslararası Bi Marka Türkiye: Karadeniz Kongresi Özel Sayısı

STORYTELLING STRATEGIES IN INSTAGRAM INFLUENCER ADVERTISING: A COMPARATIVE CONTENT ANALYSIS OF TÜRKİYE AND EGYPT

INSTAGRAM INFLUENCER REKLAMLARINDA HİKÂYE ANLATIMI STRATEJİLERİ: TÜRKİYE VE MISIR ÜZERİNE KARŞILAŞTIRMALI BİR İÇERİK ANALİZİ

Mennatallah Mahmoud(TRABZON UNIVERSITY)0009-0004-5536-4562
Bahadır Burak Solak(TRABZON ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ, HALKLA İLİŞKİLER VE REKLAMCILIK BÖLÜMÜ)0000-0001-6670-8931
Pages
1–32
Publication Date
2026-10-26
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings indicate that there are no significant differences between the two countries in terms of narrative type, emotional framing, and narrative flow structure; in both contexts, personal experience narratives and informative framing emerged as the dominant strategies.

📌 3 Key Takeaways

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Objective & Hypothesis:With the rapid advancement of digitalisation, influencer marketing has become central to communication between brands and consumers.
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Key Findings & Data:In this process, storytelling has emerged as the primary strategy for making advertising messages more persuasive and engaging.
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Conclusion & Impact:The findings indicate that there are no significant differences between the two countries in terms of narrative type, emotional framing, and narrative flow structure; in both contexts, personal experience narratives and informative framing emerged as the dominant strategies.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Dijital Reklamcılık · Influencer Pazarlaması · Hikâye Anlatımı

Abstract

With the rapid advancement of digitalisation, influencer marketing has become central to communication between brands and consumers. In this process, storytelling has emerged as the primary strategy for making advertising messages more persuasive and engaging. In this context, the study aims to comparatively examine the storytelling strategies used in Instagram influencer advertising within the contexts of Türkiye and Egypt. The research employs a descriptive and comparative quantitative content analysis method, analysing 80 Instagram Reels posts (40 from Türkiye, 40 from Egypt) selected through purposive sampling from both countries. The content was coded according to narrative type, narrative flow structure, emotional framing, product integration, influencer role, narrative perspective, narrative authenticity, advertising clarity, and narrative structure components. Inter-coder reliability was assessed using Cohen's Kappa coefficient, yielding a high level of agreement (κ = 0.82). The findings indicate that there are no significant differences between the two countries in terms of narrative type, emotional framing, and narrative flow structure; in both contexts, personal experience narratives and informative framing emerged as the dominant strategies. However, statistically significant differences were identified in advertising clarity, product integration, influencer role, narrative perspective, and narrative authenticity. Turkish content was characterised by explicit advertising disclosure, first-person narration, and the influencer positioned as the main character, whereas Egyptian content was dominated by implicit advertising, audience-addressing narrative perspective, and the everyday user role. An independent samples t-test revealed that Egyptian content scored significantly higher on narrative structure compared to Turkish content (t(53.611) = -6.331, p < .001; Cohen's d = 1.41). These similarities and differences in influencer advertising may be associated with contextual or cultural factors. The marked difference in advertising clarity, however, can be interpreted in relation to regulatory factors in Türkiye.

Özet

Dijitalleşmeyle birlikte influencer pazarlaması, markalarla tüketiciler arasındaki iletişimin merkezine yerleşmiştir. Bu süreçte hikâye anlatımı (storytelling), reklam mesajlarını daha ikna edici kılmanın temel stratejisi hâline gelmiştir. Bu bağlamda çalışma, Instagram influencer reklamlarında kullanılan hikâye anlatımı stratejilerini Türkiye ve Mısır bağlamında karşılaştırmalı olarak incelemeyi amaçlamaktadır. Araştırma, betimsel ve karşılaştırmalı nicel içerik analizi yöntemine dayanmakta olup her iki ülkeden amaçlı örnekleme yoluyla seçilen 80 Instagram Reels içeriği (40 Türkiye, 40 Mısır) analiz edilmiştir. İçerikler; anlatı türü, anlatı akış yapısı, duygusal çerçeveleme, ürün entegrasyonu, influencer rolü, anlatı perspektifi, anlatı özgünlüğü, reklam açıklığı ve anlatı yapısı bileşenleri bakımından kodlanmıştır. Kodlayıcılar arası güvenirlik Cohen's Kappa katsayısıyla değerlendirilmiş ve yüksek düzeyde uyum elde edilmiştir (κ = 0,82). Bulgular, iki ülke arasında anlatı türü, duygusal çerçeveleme ve anlatı akış yapısı değişkenlerinde anlamlı bir farklılık olmadığını; her iki bağlamda da kişisel deneyim anlatılarıyla bilgilendirici duygusal çerçevenin baskın strateji olarak öne çıktığını göstermektedir. Buna karşın reklam açıklığı, ürün entegrasyonu, influencer rolü, anlatı perspektifi ve anlatı özgünlüğü değişkenlerinde istatistiksel olarak anlamlı farklılıklar belirlenmiştir. Türkiye içeriklerinde reklam açıklığı, birinci şahıs anlatımı ve baş kahraman rolü öne çıkarken; Mısır içeriklerinde örtük reklamcılık, izleyiciye hitap eden anlatı perspektifi ve gündelik kullanıcı rolü baskın eğilimler olarak gözlemlenmiştir. Bağımsız örneklemler t-testi, Mısır içeriklerinin anlatı yapısı skoru bakımından Türkiye içeriklerinden anlamlı biçimde daha yüksek olduğunu ortaya koymuştur (t(53.611) = -6.331, p < .001; Cohen's d = 1.41). Influencer reklamcılığındaki bu benzerlik ve farklılıklar, bağlamsal veya kültürel faktörlerle ilişkili olabilir. Reklam açıklığındaki belirgin farklılık ise Türkiye’deki düzenleyici unsurlar çerçevesinde yorumlanabilir.

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Cite This Article

Mahmoud, M., Solak, B. B. (2026). STORYTELLING STRATEGIES IN INSTAGRAM INFLUENCER ADVERTISING: A COMPARATIVE CONTENT ANALYSIS OF TÜRKİYE AND EGYPT. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, Cilt: 14 Sayı: Uluslararası Bi Marka Türkiye: Karadeniz Kongresi Özel Sayısı, 1–32. https://doi.org/10.19145/e-gifder.1988372

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