Türkiye’deki İlk 5 Kategori için Instagram Fenomenleri Analizi

Abstract

Sosyal medya platformları günlük hayatımızın kaçınılmaz bir parçası haline geldi. Sosyal medya platformlarının yoğun kullanıldığını fark eden şirketler, bunları bir pazarlama aracı olarak kullanmaya başladı. Sıradan insanlar bile sosyal medya sayesinde unlu olmaya başladılar ve şirketler denemeleri ve reklamlarını yapmaları için ürünlerini bu kişilere ücretsiz olarak göndermeye başladılar. Birçok insan bu yolla önemli miktarda para kazanmakta ve bugün “Youtuber” ve “Instagram Influencer” gibi yeni işler ortaya çıkmaktadır. Bu nedenle sıradan insanlar sosyal medyanın gücünü anladılar ve birçok kişi dijital kimliğini sosyal medyaüzerinden güçlendirmeye başladı. Bununla birlikte, insanların aklındaki soru, “Fenomenler ile sosyal medya üzerinde dijital kimliği olan sıradan insanlar arasındaki fark nedir?”. Bu çalışma, Türkiye'de moda, makyaj, fotoğrafçılık, seyahat ve fitness olmaküzere beş kategoride Instagram fenomenlerini inceledi. Bir keşif çalışması olarak, fenomenlerin ortalama gönderi sayısı, beğenilerin sayısı, görüşlerin sayısı, yorumların sayısı, takipçi sayısı ve takip edenlerin sayısı arasındaki ilişki incelenmiştir. Takipçilerin, fenomenlere bağlılık oranları hesaplandı. Ek olarak, fenomenlerin biyografilerinde, Instagram hesaplarındaki tam isimlerinde ve gönderilerinde yazdıkları başlıklarda en çok kullandıkları kelimeler incelendi.

Keywords

• Instagram
• Fenomen
• Pearson Correlation
• Bağlılık Oranı
• Sosyal Medya

Instagram Influencer Analysis for Top 5 Categories in Turkey

Abstract

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

Keywords

• Instagram
• Influencer
• Engagement Rate
• Social Media
• Pearson Correlation

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