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Dergiler / Anadolu Üniversitesi Sosyal Bilimler Dergisi / 2019 / Cilt: 19 Sayı: 2

Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi

Gül Şener, Eda Öztürk, H. Kemal Suher

Sayfa
415–436
Yayın Tarihi
2019-06-17
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Özet

Farkındalık ve ürünlere yönelik talep yaratma konusunda giderek artan nüfuzları, bloggerları markalar için vazgeçilmez birer pazarlama oyuncusuna d.nü ş türmü ş tür. Zaman içinde olu ş turdukları takipçi tabanlarına yönelik sürekli içerik payla ş ımında bulunan bu dijital elitler, Nüfuz Pazarlaması’nın yeni otoriteleri haline gelmi ş tir. Markalar ise ticari de ğ eri olan bu içeri ğ in parçası olmanın yolu olarak genellikle ürün yerle ş tirme çalı ş malarını seçmektedir. Bu çalı ş manın amacı, Türkiye’deki moda Instabloggerları’nın yaptıkları Instagram payla ş ımlarına içerik analizi yöntemi uygulayarak ürün yerle ş tirme pratiklerinin belirleyici unsurlarını ortaya koymaktır. Yapılan analiz sonucunda, hesabın büyüklü ğ ü (Mega, Orta Gü., Mikro) ve türünün (Sokak Modası/Yüksek Moda) yapılan ürün yerle ş tirmelerin belirginlik, interaktivite, anlatısal uyum ve etkile ş im düzeyinde istatistiksel olarak anlamlı farklar yarattı ğ ı bulgulanmı ş tır.

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Bu Makaleye Atıf Yap

Şener, G., Öztürk, E., Suher, H. K. (2019). Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt: 19 Sayı: 2, 415–436. https://doi.org/10.18037/ausbd.579205

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