Instagram Başarısını Ortaya Çıkarmak: Sosyal Medya Pazarlamasında Tüketici Etkileşimini Şekillendiren Kilit Faktörler

Yıl 2024, Cilt: 11 Sayı: 1, 121 - 136, 08.01.2024

Duygu Aydın Ünal

Öz

Firmaların tüketicilere ulaşmasında sosyal medya pazarlaması oldukça önemli bir araçtır. Kurumlar ve markalar için kilit bir ölçüt olan sosyal medyanın önemi, dijital pazarlama stratejileri içinde önemli bir yer tutmaktadır. Bu çalışma, kullanıcı etkileşimini artıran faktörleri belirlemek amacıyla, 2023 yılının başından bu yana iki Türk giyim markasının Instagram’da yayınladığı gönderilere odaklanmaktadır. Sıralı lojistik regresyon analizi ile elde edilen sonuçlara göre, paylaşımlarda görsel kullanımı, paylaşımda ünlü bir figürün varlığı ve etiket kullanımı faktörlerinin, gönderinin yüksek etkileşimde olma olasılığını artırdığı görülmüştür. Bu bulguların, sosyal medya araştırmacıları ve pazarlamacıları için etkili Instagram stratejileri geliştirmede değerli bilgiler sağlaması beklenmektedir.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Dijital Etkileşim, Instagram, Sıralı Lojistik Regresyon Analizi

Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing

Öz

In reaching out to consumers, social media marketing is indispensable. The prominence of social media serves as a vital metric for corporations and brands, and it currently occupies a pivotal role within digital marketing strategies. This study focuses on the analysis of posts published on Instagram by two Turkish clothing brands since the beginning of 2023, with the aim of identifying factors that enhance user engagement. According to the results obtained through ordered logistic regression analysis, factors such as the use of images in posts, the presence of a celebrity figure in the post, and the inclusion of tags increase the likelihood of heightened engagement levels. These findings are expected to provide valuable insights for social media marketers and researchers in devising effective Instagram strategies.

Anahtar Kelimeler

Social Media Marketing, Digital Engagement, Instagram, Ordered Logistic Regression Analysis

Kaynakça

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