TY  - JOUR
T1  - YOUTUBE’DA FENOMEN PERFORMANSLARININ ÖLÇÜLMESİ ÜZERİNE BİR ARAŞTIRMA
TT  - A RESEARCH ON MEASUREMENT OF INFLUENCER PERFORMANCE AT YOUTUBE
AU  - Burucuoğlu, Murat
AU  - Erdoğan Yazar, Evrim
PY  - 2019
DA  - December
JF  - Journal of Business in The Digital Age
JO  - JOBDA
PB  - Berrin ONARAN
WT  - DergiPark
SN  - 2651-4737
SP  - 69
EP  - 78
VL  - 2
IS  - 2
LA  - tr
AB  - Buçalışma sosyal medya fenomenlerinin performanslarının çeşitli kriterlere göreEntropi Ağırlık Yöntemi ve Gri İlişkisel Analiz Yöntemleri iledeğerlendirilmesini içermektedir. Çalışmanın amacı YouTube fenomenlerininperformans kriterlerini, bu kriterlerin önem derecelerini belirlemek ve bu kriterleregöre fenomenlerin performans sıralamalarını yapmaktır. Bu amaçla sosyal medya platformlarındanYouTube’da güzellik ve moda kategorisindeki 24 fenomen araştırmaya dahiledilmiştir. Fenomenlere ait Youtube hesaplarında 2018 yılı Aralık ayına ait kriterlereilişkin veriler toplanmış ve analiz edilmiştir. Araştırma sonucunda yorumsayısı, görüntülenme sayısı ve Aralık ayı beğeni değerlendirme kriterleri enönemli ağırlığa sahip fenomenler olarak belirlenmiştir.
KW  - Fenomen Pazarlaması
KW  - Gri İlişkisel Analiz
KW  - Entropi Ağırlık Yöntemi
N2  - This study includes evaluating the performances of social mediaphenomena with Entropy Weight Method and Gray Relational Analysis Methodsaccording to various criteria. The aim of the study is to determine theperformance criteria of YouTube phenomena, the importance of these criteria andto make the performance ranking of these phenomena according to these criteria.For this purpose, 24 phenomena in the beauty and fashion category were includedin the research on YouTube, one of the social media platforms. Data on criteriaof December 2018 were collected and analyzed in YouTube accounts of phenomena.As a result of the research, the number of comments, the number of views andthe like evaluation criteria of December were determined as the most importantphenomena.
CR  - Ananda, A. F., & Wandebori, H. (2016). The impact of drug store makeup product reviews by beauty vlogger on youtube towards purchase intention by under graduate students in Indonesia. in International Conference on Ethics of Business, Economics, and Social Science (pp. 264-273).
CR  - Ayaydın, H., Durmuş, S., & Pala, F. (2017). Gri İlişkisel Analiz Yöntemiyle Türk Lojistik Firmalarında Performans Ölçümü. Gümüshane University Electronic Journal of the Institute Of Social Science /Gümüshane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 8(21): 76-94.
CR  - Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3): 184-191.
CR  - Cesur, D. K., & İnanç, A. S. (2018). Günümüz Yeni Marka Elçileri Olarak Vlogger’ların Tüketici Kanaatleri Üzerindeki Rolü: Tüketici/Takipçi Yorumları Üzerine Bir Araştırma. Uluslararası Sosyal Bilimler Dergisi, 1(2): 68-77.
CR  - De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5): 798-828.
CR  - Deng, J. L. (1982). Control problems of grey systems. Sys. &Contr. Lett., 1(5): 288-294.
CR  - Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68: 1-7.
CR  - Doğan, H., & Uludağ, A. S. (2018). Yenilenebilir enerji alternatiflerinin değerlendirilmesi ve uygun tesis yeri seçimi: Türkiye'de bir uygulama. International Journal of Economic & Social Research, 14(2): 157-179.
CR  - Ertugrul, I., Oztas, T., Ozcil, A., & Oztas, G. Z. (2016). Grey relational analysis approach in academic performance comparison of university: A case study of Turkish universities. European Scientific Journal, ESJ, 12(10): 128-139.
CR  - Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1): 90-92.
CR  - Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2): 77-87.
CR  - Gümüş, N. (2018). Consumers’ Perceptions of YouTubers: The Case of Turkey. AJIT-e: Online Academic Journal of Information Technology, 9(32): 23-38. Hashemi, S. H., Karimi, A., & Tavana, M. (2015). An integrated green supplier selection approach with analytic network process and improved Grey relational analysis. International Journal of Production Economics, 159: 178-191.
CR  - Huang, S. J., Chiu, N. H., & Chen, L. W. (2008). Integration of the grey relational analysis with genetic algorithm for software effort estimation. European Journal of Operational Research, 188(3): 898-909.
CR  - Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2):  181-195.
CR  - Julong, D. (1989). Introduction to grey system theory. The Journal of grey system, 1(1): 1-24.
CR  - Karaatlı, M. (2016). Entropi-Gri İlişkisel Analiz Yöntemleri ile Bütünleşik Bir Yaklaşım: Turizm Sektöründe Uygulama. Suleyman Demirel UniversityJournal Of Faculty Of Economics&AdministrativeSciences, 21(1), 63-77.
CR  - Kenger, M, D. (2017). Banka personel seçiminin çok kriterli karar verme yöntemlerinden Entropi Temelli Maut, Aras ve Gri İlişkisel Analiz yöntemleri ile değerlendirilmesi, Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü (Yayınlanmamış Yüksek Lisans Tezi), Denizli
CR  - Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12): 5753-5760.Li, X., Wang, K., Liu, L., Xin, J., Yang, H., & Gao, C. (2011). Application of the entropy weight and TOPSIS method in safety evaluation of coal mines. Procedia Engineering, 26: 2085-2091.
CR  - Liu, W., & Cui, J. (2008). Entropy coefficient method to evaluate the level of sustainable development of China's sports. International Journal of Sports Science and Engineering, 2(2): 72-78.
CR  - Liu, X., Shi, K., & Xing, L. (2014, August). Combining grey systems theory and entropy method to evaluate the organizational health. In 2014 11th International Conference on Fuzzy Systems and Knowledge Discovery (FSKD) (pp. 661-665). IEEE.
CR  - Mutlu, B., & Bazarcı, S. (2017). Marka işbirlikleri için yeni bir alan: YouTube içerik üreticileri ve kanal toplulukları üzerine netnografik bir araştırma. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (27): 28-45.
CR  - Özbek, A. (2017). Çok Kriterli Karar Verme Yöntemleri ve Excel ile Problem Çözümü, Kavram, Teori, Uygulama, Seçkin Yancılık: AnkaraPerçin, S., & Sönmez, Ö. Bütünleşik Entropi Ağırlık ve Topsis Yöntemleri Kullanılarak Türk sigorta şirketlerinin performansının ölçülmesi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 18. EYİ Özel Sayısı, 565-582.
CR  - Shuai, J. J., & Wu, W. W. (2011). Evaluating the influence of E-marketing on hotel performance by DEA and grey entropy. Expert systems with applications, 38(7): 8763-8769.
CR  - Sokolova, K., & Kefi, H. (in press, 2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.01.011
CR  - Sun, C. C. (2014). Combining grey relation analysis and entropy model for evaluating the operational performance: an empirical study. Quality & Quantity, 48(3): 1589-1600.
CR  - Tseng, M. L. (2010). Using linguistic preferences and grey relational analysis to evaluate the environmental knowledge management capacity. Expert systems with applications, 37(1): 70-81.
CR  - Wang, Q., Wu, C., & Sun, Y. (2015). Evaluating corporate social responsibility of airlines using entropy weight and grey relation analysis. Journal of Air Transport Management, 42: 55-62.
CR  - Wang, T. C., & Lee, H. D. (2009). Developing a fuzzy TOPSIS approach based on subjective weights and objective weights. Expert systems with applications, 36(5): 8980-8985.
CR  - Wu, J., Sun, J., Liang, L., & Zha, Y. (2011). Determination of weights for ultimate cross efficiency using Shannon entropy. Expert Systems with Applications, 38(5): 5162-5165.
CR  - Yang, C. C., & Chen, B. S. (2006). Supplier selection using combined analytical hierarchy process and grey relational analysis. Journal of Manufacturing Technology Management, 17(7): 926-941.
UR  - https://dergipark.org.tr/en/pub/jobda/issue//581731
L1  - https://dergipark.org.tr/en/download/article-file/913797
ER  -