Araştırma Makalesi
BibTex RIS Kaynak Göster

Canlı Yayın Platformlarında Ürün Marka Uygulamaları

Yıl 2020, Cilt: 16 Sayı: 28, 1396 - 1415, 31.08.2020
https://doi.org/10.26466/opus.738697

Öz

Yeni bir iletişim kanalı olarak sosyal medya platformlarında canlı yayınlar gün geçtikçe popüler hale gelmektedir. Bu durumu fark eden işletmeler bu ortamları etkin bir şekilde kullanmaya başlanmış, canlı yayınlarda çeşitli ürün yerleştirmeler, ünlüler veya popüler kullanıcılar aracılığıyla ürün ve marka tanıtımları gerçekleştirmeye başlamışlardır. Araştırmada sosyal medya üzerinden yapılan canlı yayınların kullanım amacı, önemi, bireylere ve işletmelere olan etkisi, kullanım sıklıkları ele alınmış ve elde edilen bulgular değerlendirilmiştir. Araştırma kapsamında canlı yayın platformlarından biri seçilerek 15 gün boyunca belirli aralıklarla günlük 10 izleme gerçekleştirilmiş. Çeşitli kriterler göz önünde bulundurularak kodlamalarla izlemeler elektronik ortama aktarılmıştır. Toplamda 280 izleme gerçekleştirilmiştir. Ayrıca aynı platform kullanılarak 2015 ve 2017 yılları için ayrı ayrı izlemeler yapılarak kullanıcıların zaman içinde platformlara olan ilgisi ve geçirdiği zamanlar belirlenmiştir. Elde edilen bulgular sonucunda yıllar itibariyle bu platformlarda izleyici sayısının arttığı, üst sırlardaki yayınların daha fazla dikkat çektiği, belli gün ve saatlerde yapılan yayınların daha etkin olduğu, yayınların yaklaşık olarak % 50’sinde ürün tanıtımı ve reklamı olduğu tespit edilmiştir.

Kaynakça

  • AdWeek. (2015, 12 January). Infographic: Who’s really using Facebook, Twitter, Pinterest, Tumblr and Instagram in 2015. Retrieved June 15, 2015, from http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622
  • Anderson, K. E. (2017). Getting acquainted with social networks and apps: periscope up! Broadcasting via live streaming. Library Hi Tech News, 34(3), 16-20.
  • Bae, S. ve Lee, T. (2011), Product type and consumers perception of online consumer reviews. Electronic Markets, Heidelberg, 21(4), 255-266. Bajarin, T. (2015). How Taylor Swift saved Apple music. Time.
  • Bazarova, N. N. ve Choi, Y. H. (2014). Self-disclosure in social media: Extending the functional approach to disclosure motivations and characteristics on social network sites. Journal of Communication, 64(4), 635-657.
  • Dunne, A., Lawlor, M.A.ve Rowley, J. (2010). Young people’s use of online social networking sites – A uses and gratifications perspective. Journal of Research in Interactive Marketing, 1(4), 46-58.
  • Facebook Live Statistics (2017). Facebook video statistics. http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.MGLVVBs accessed 15 May 2017.
  • Gehlen, S. (2015). Experts agree: Live streaming video for brands is one of 2016’s biggest marketing trends [Blog Yazısı]. Brand Live, www.yourbrandlive.com/blog/live-streaming-video-marketing- trends-2016 accessed 7 July 2016
  • Goodchild, M. F. (2007). in the World of Web 2.0. International Journal, 2(2), 27-29.
  • Haridakis, P. ve Hanson, G. (2009). Social interaction and co- viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.
  • Kaplan, A. M., ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Katz, E., Blumler, J. G., ve Gurevitch, M. (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills.
  • Lıvıngstone, S. (2005) On the Relation Between Audiences and Publics: why audience and public? London: LSE Research Online, Cilt(Sayı), xxx-xxx. Xx.xx.xxxx tarihinde http://eprints.lse.ac.uk/archive/00000437 adresinden erişilmiştir.
  • Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive advertising, 2(2), 34-41.
  • Malik, O. (2015), Periscope, Snapchat, Meerkat: We’ll do it live”, FastCompany, available at: www.fastcompany.com/3045472/technovore/well-do-it-live accessed on 1 March 2017.
  • Mangold, W. G., ve Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
  • Newhagen, J. E., & Rafaeli, S. (1996). Why communication researchers should study the Internet: A dialogue. Journal of Computer‐Mediated Communication, 1(4), xxx-xxx.
  • O’Reilly, T., (2005). What Is Web 2.0,” [Blog Yazısı], O’Reilly, retrieved in 15th April 2011 from http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/wh at-is-web-20.html
  • Periscope (2015). Başlık. 21.05.2017. https://www.periscope.tv/about
  • Phillips, J., ve Noble, S. M. (2007). Simply captivating: Understanding consumers' attitudes toward the cinema as an advertising medium. Journal of Advertising, 36(1), 81-94.
  • Pophal, L. (2016), New options and opportunities with live streaming video, EContent, available at: www.econtentmag.com/Articles/News/News-Feature/New- Options-and-Opportunities-With-Live- Streaming-Video- 114164.htm (accessed 22 February 2017).
  • Robinson, J.D., James, L.R., Thomas, A.C.I. ve Blandford, K. (2007). ABD Patenti No. 7,168,051 . Washington, DC: ABD Patent ve Marka Ofisi.
  • Roettgers, J. (2015), Periscope has been used for 200 million broadcasts, 100 Million since January alone, Variety, available at: http://variety.com/2016/digital/news/periscope-200-million- broadcasts- 1201740099/ accessed 4 March 2017).
  • Rubin, A. M. (1994). Media uses and effects: A uses-and- gratifications perspective.
  • Rubin, A. M. (2009). Uses-and-gratifications perspective on media effects. In Media effects (p. 181-200). Routledge.
  • Savage, J. (2015), Top 5 video marketing trends for 2016. Social Media Today, available at: www.socialmediatoday.com/marketing/top-5-video-marketing- trends-2016-infographic accessed 9 March 2017.
  • Savage, J. (2016), available at: www.socialmediatoday.com/marketing/top-5-facebook-video- statistics-2016-infographic accessed 3 March 2017.
  • Sjoblom, M. and Hamari, J. (2016), Why do people watch others play video games? An empirical study on the motivations of twitch users, Computers in Human Behavior, Cilt(Sayı), 1-12. available at: http://dx.doi.org/10.1016/j.chb.2016.10.019 accessed 1 June 2017.
  • Socialbakers (2018). Başlık.: 01.05.2018 tarihinde http://www.socialbakers.com/statistics/twitter/ adresinden erişilmiştir.
  • Spangler, T. (2016), Election live-streaming video of presidential race breaks internet record, Variety, November. 9 2016, available at: http://variety.com/2016/digital/news/election-2016-live- streaming-video-presidential-internet-record-1201914039/ accessed 15 January 2017.
  • Stelzner, M. (2016), The 2016 social media marketing industry report: how marketers are using social media to grow their businesses, Social Media Examiner, Cilt(Sayı), 1-56.
  • Todd, P. R., ve Melancon, J. (2018). Gender and live-streaming: source credibility and motivation. Journal of Research in Interactive Marketing, 12(1), 79-93.
  • Urista, M. A., Dong, Q., ve Day, K. D. (2009). Explaining why young adults use MySpace and Facebook through uses and gratifications theory. Human Communication, 12(2), 215-229.
  • Papuççiyan, A. (2018). Facebook aylık 2 milyar kullanıcı barajını aştı. [Blog Yazısı], Webrazzi, 01.05.2018 tarihinde https://webrazzi.com/2017/06/28/facebook-2-milyar/ adresinden erişilmiştir.

Product / Brand Placements on Live Broadcasting Applications

Yıl 2020, Cilt: 16 Sayı: 28, 1396 - 1415, 31.08.2020
https://doi.org/10.26466/opus.738697

Öz

As a new communication channel live broadcastings have been more popular on social media platforms day by day. After the awareness of this popularity, the companies have started to use these channels more effectively such as placing products and brands on live broadcasts, promoting products and brands via celebrities and micro-celebrities. The aim of this study is to reveal the motivation and importance to watch live broadcasts on social media and to explore its effects on individuals and companies. Data was collected through a live broadcasting application and randomly selected broadcasts were watched 10 times in a day during 15 days. Totally 280 broadcasts were watched and the videos were analyzed based on previously determined criteria. These study were applied both in 2015 and 2017 to reveal the differences in time. The results of the indicated that the number audiences of live broadcasts have increased in time, the broadcasts located at the top are watched more, the day of the week and time of the broadcasts affect the numbers of the audience and approximately 50% of the broadcasts include product / brand placement. In this study, it is aimed to scale university students’ leisure time activities. In addition, it was studied to determine the order of preference of leisure time activities by scaling according to students gender, class, location type and socioeconomic level variables. 64.2% of respondents (N=936) were female, 35.8% (N=521) were composed of male students. The data collection tool which has been specifically developed for this study by the researchers.

Kaynakça

  • AdWeek. (2015, 12 January). Infographic: Who’s really using Facebook, Twitter, Pinterest, Tumblr and Instagram in 2015. Retrieved June 15, 2015, from http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622
  • Anderson, K. E. (2017). Getting acquainted with social networks and apps: periscope up! Broadcasting via live streaming. Library Hi Tech News, 34(3), 16-20.
  • Bae, S. ve Lee, T. (2011), Product type and consumers perception of online consumer reviews. Electronic Markets, Heidelberg, 21(4), 255-266. Bajarin, T. (2015). How Taylor Swift saved Apple music. Time.
  • Bazarova, N. N. ve Choi, Y. H. (2014). Self-disclosure in social media: Extending the functional approach to disclosure motivations and characteristics on social network sites. Journal of Communication, 64(4), 635-657.
  • Dunne, A., Lawlor, M.A.ve Rowley, J. (2010). Young people’s use of online social networking sites – A uses and gratifications perspective. Journal of Research in Interactive Marketing, 1(4), 46-58.
  • Facebook Live Statistics (2017). Facebook video statistics. http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.MGLVVBs accessed 15 May 2017.
  • Gehlen, S. (2015). Experts agree: Live streaming video for brands is one of 2016’s biggest marketing trends [Blog Yazısı]. Brand Live, www.yourbrandlive.com/blog/live-streaming-video-marketing- trends-2016 accessed 7 July 2016
  • Goodchild, M. F. (2007). in the World of Web 2.0. International Journal, 2(2), 27-29.
  • Haridakis, P. ve Hanson, G. (2009). Social interaction and co- viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.
  • Kaplan, A. M., ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Katz, E., Blumler, J. G., ve Gurevitch, M. (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills.
  • Lıvıngstone, S. (2005) On the Relation Between Audiences and Publics: why audience and public? London: LSE Research Online, Cilt(Sayı), xxx-xxx. Xx.xx.xxxx tarihinde http://eprints.lse.ac.uk/archive/00000437 adresinden erişilmiştir.
  • Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive advertising, 2(2), 34-41.
  • Malik, O. (2015), Periscope, Snapchat, Meerkat: We’ll do it live”, FastCompany, available at: www.fastcompany.com/3045472/technovore/well-do-it-live accessed on 1 March 2017.
  • Mangold, W. G., ve Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
  • Newhagen, J. E., & Rafaeli, S. (1996). Why communication researchers should study the Internet: A dialogue. Journal of Computer‐Mediated Communication, 1(4), xxx-xxx.
  • O’Reilly, T., (2005). What Is Web 2.0,” [Blog Yazısı], O’Reilly, retrieved in 15th April 2011 from http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/wh at-is-web-20.html
  • Periscope (2015). Başlık. 21.05.2017. https://www.periscope.tv/about
  • Phillips, J., ve Noble, S. M. (2007). Simply captivating: Understanding consumers' attitudes toward the cinema as an advertising medium. Journal of Advertising, 36(1), 81-94.
  • Pophal, L. (2016), New options and opportunities with live streaming video, EContent, available at: www.econtentmag.com/Articles/News/News-Feature/New- Options-and-Opportunities-With-Live- Streaming-Video- 114164.htm (accessed 22 February 2017).
  • Robinson, J.D., James, L.R., Thomas, A.C.I. ve Blandford, K. (2007). ABD Patenti No. 7,168,051 . Washington, DC: ABD Patent ve Marka Ofisi.
  • Roettgers, J. (2015), Periscope has been used for 200 million broadcasts, 100 Million since January alone, Variety, available at: http://variety.com/2016/digital/news/periscope-200-million- broadcasts- 1201740099/ accessed 4 March 2017).
  • Rubin, A. M. (1994). Media uses and effects: A uses-and- gratifications perspective.
  • Rubin, A. M. (2009). Uses-and-gratifications perspective on media effects. In Media effects (p. 181-200). Routledge.
  • Savage, J. (2015), Top 5 video marketing trends for 2016. Social Media Today, available at: www.socialmediatoday.com/marketing/top-5-video-marketing- trends-2016-infographic accessed 9 March 2017.
  • Savage, J. (2016), available at: www.socialmediatoday.com/marketing/top-5-facebook-video- statistics-2016-infographic accessed 3 March 2017.
  • Sjoblom, M. and Hamari, J. (2016), Why do people watch others play video games? An empirical study on the motivations of twitch users, Computers in Human Behavior, Cilt(Sayı), 1-12. available at: http://dx.doi.org/10.1016/j.chb.2016.10.019 accessed 1 June 2017.
  • Socialbakers (2018). Başlık.: 01.05.2018 tarihinde http://www.socialbakers.com/statistics/twitter/ adresinden erişilmiştir.
  • Spangler, T. (2016), Election live-streaming video of presidential race breaks internet record, Variety, November. 9 2016, available at: http://variety.com/2016/digital/news/election-2016-live- streaming-video-presidential-internet-record-1201914039/ accessed 15 January 2017.
  • Stelzner, M. (2016), The 2016 social media marketing industry report: how marketers are using social media to grow their businesses, Social Media Examiner, Cilt(Sayı), 1-56.
  • Todd, P. R., ve Melancon, J. (2018). Gender and live-streaming: source credibility and motivation. Journal of Research in Interactive Marketing, 12(1), 79-93.
  • Urista, M. A., Dong, Q., ve Day, K. D. (2009). Explaining why young adults use MySpace and Facebook through uses and gratifications theory. Human Communication, 12(2), 215-229.
  • Papuççiyan, A. (2018). Facebook aylık 2 milyar kullanıcı barajını aştı. [Blog Yazısı], Webrazzi, 01.05.2018 tarihinde https://webrazzi.com/2017/06/28/facebook-2-milyar/ adresinden erişilmiştir.
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Alan Eğitimleri
Bölüm Makaleler
Yazarlar

İkram Daştan 0000-0002-4366-8698

Yayımlanma Tarihi 31 Ağustos 2020
Kabul Tarihi 5 Temmuz 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 16 Sayı: 28

Kaynak Göster

APA Daştan, İ. (2020). Canlı Yayın Platformlarında Ürün Marka Uygulamaları. OPUS International Journal of Society Researches, 16(28), 1396-1415. https://doi.org/10.26466/opus.738697