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Journals / Selçuk İletişim / 2021 / Cilt: 14 - Sayı: 1

An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure

Ünlülerin Instagram Gönderilerinde Markalara Yer Verme Biçimleri ve Sponsorluk Bildirimi Yapma Düzeylerine Dair Bir Analiz

Güldane ZENGİN
A. Mücahid ZENGİN
Pages
1–22
Publication Date
2021-01-15
DOI
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AI Summary & Key Takeaways

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

Out of the 354 branded posts made by celebrities, only 3,7% found to be including a sponsorship disclosure although regulations prohibit covert advertising and stipulates disclosure of product placement.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Brands are partnering with celebrities in both traditional and new media.
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Key Findings & Data:In addition, this study aims to reveal the level of sponsorship disclosure on these posts. 354 posts of 36 celebrities were found to include a visible or audible brand name, logo, slogan or an identifiable product and product package.
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Conclusion & Impact:Out of the 354 branded posts made by celebrities, only 3,7% found to be including a sponsorship disclosure although regulations prohibit covert advertising and stipulates disclosure of product placement.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Sponsorluk Bildirimi · Ünlü Desteği · Sosyal Medya

Abstract

Brands are partnering with celebrities in both traditional and new media. Instagram is one of the widely used social media platforms where brands are trying to reach their target audiences. Celebrities are using this platform not only to connect with their fans, but also partner with brands. This study examines the posts made by Turkish celebrities on Instagram and aims to reveal the ways brands are featured in these posts. In addition, this study aims to reveal the level of sponsorship disclosure on these posts. 354 posts of 36 celebrities were found to include a visible or audible brand name, logo, slogan or an identifiable product and product package. Most prominent way of featuring a brand in a post was found to be “@mention” with 62,7%. It was also found that in 66,9% of the posts, celebrity was pictured with the brand. Out of the 354 branded posts made by celebrities, only 3,7% found to be including a sponsorship disclosure although regulations prohibit covert advertising and stipulates disclosure of product placement.

Özet

Markalar ünlülerle hem geleneksel hem de yeni medya ortamlarında işbirlikleri gerçekleştirmektedir. Bu yeni ortamlardan biri olan Instagram ünlüler tarafından sadece hayranları ile bağ kurmak için değil, aynı zamanda markalarla anlaşmalı pazarlama iletişimi çalışmaları yapmak için de kullanılmaktadır. Bu çalışma Türk ünlülerin Instagram’da yaptıkları paylaşımları ele almaktadır. Çalışmada ünlülerin Instagram gönderilerinde markalara yer verme biçimlerinin ve sponsorluk bildirimi yapma düzeylerinin ortaya konulması amaçlanmaktadır. Çalışmada bir milyondan fazla takipçisi olan 36 ünlü ele alınmış, bu ünlülerin toplam 354 gönderisinin görüntülü ya da sesli olarak bir marka adı, logosu, sloganı ya da tanınabilir bir ürün ya da ürün ambalajı içerdiği bulgusuna ulaşılmıştır. Bir markanın gönderilerde yer alma biçimleri arasında %62,7 ile en yaygın olanın “@mention” olduğu, bunu %39 ile hashtag’lerin izlediği bulunmuştur. Bunlara ek olarak, gönderilerin %66,9’unda ünlü ile ürünün birlikte görüldüğü bulgusuna ulaşılmıştır. İlgili yönetmelikler örtülü reklamı yasaklamakta ve ürün yerleştirmelerde açıklamayı şart koşmakta olduğu halde ünlülerin yaptığı 354 markalı gönderinin sadece %3,7’sinde sponsorluk bildiriminin bulunduğu görülmüştür.

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Cite This Article

ZENGİN, G., ZENGİN, A. M. (2021). An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure. Selçuk İletişim, Cilt: 14 - Sayı: 1, 1–22. https://ajindex.com/articles/83665

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