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ONE OF THE SOCIAL MEDIA TOOLS: INSTAGRAM, RELATIONSHIP BETWEEN ITS PHENOMENES AND ADVERTISEMENT

Year 2018, Issue: 3, 180 - 192, 01.08.2018

Abstract

By the help of ongoing developments and globalisation in communication technologies, alteration and transformation have occurred at many different areas. The most important of these developments is undoubtedly that occurrence and rapidly spread of social media networks. Also, at the top of the most commonly used of these networks is the Instagram. Under favour of the widespread use of social media networks, many phenomenes have come to light. In this regard, instagram which has scores of users has included many phenomenes among our lives. This situation has created an attractive way to firms about target marketing. It is obvious that phenomenes who have high numbers of followers and fame by the help of digitalized world create new working areas for not only themselves but also firms which want to advertise their products. Consequently, in an attempt to being afloat and reaching to consumer effectively, these firms use intensely social networks especially instagram for promoting products and services. In this study, relationship between instagram phenomenes and cosmetics firms which want to advertise their products, how effectively these firms use the instagram, and how effective these cosmetic advertisements are on consumer by means of instagram phenomenes shall be examined by reception method

References

  • Amelina, D. ve Zhu, Y.Q. (2016). Investigating Effectiveness of Source Credibility Elements on Social Commerce Endorsement: The Case of İnstagram in Indonesia. Pacific Asia Conference on Information Systems, Chiayi.
  • Apeyoje, A. (2013). Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention. Mass Communication, and Journalism, 3(3), 3-10.
  • Djafarova, E. ve Rushworth, C. (2017). Exploring the Credibility of Online Celebrities’ İnstagram Profiles in Influencing the Purchase Decisions of Young Female Users. Computers in Human Behavior, 68, 1-7.
  • Erdoğan, Z. B. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291-314.
  • Fard, S. S., Tamam, E., Hassan, M. S. H., Waheed, M. ve Zaremohzzabieh, Z. (2016). Factors Affecting Malaysian University Students’ Purchase Intention in Social Networking Sites, Cogent Business & Management, 3(1), 1-12.
  • JENSEN, Klaus B.; ROSENGREN, Karl E. (2005). İzleyicinin Peşindeki Beş Gelenek, (Derleyen), Şahinde Yavuz. Medya ve İzleyici Bitmeyen Tartışma, (Çev: Şahinde-Yiğit Yavuz ), Ankara: Vadi, s. 55-85.
  • Jin, S. ve 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. American Academy of Advertising, 43(2), 181-195.
  • Ketelaar, P. E., Janssen, L., Vergeer, M., Reijmersdal, E. A. V., Crutzen, R. ve Jonathan, R. (2016). The Success of Viral Ads: Social and Attitudinal Predictors of Consumer Pass-on Behavior on Social Network Sites. Journal of Business Research, 69(7), 2603-2613.
  • Kim, H. ve Jeong, J. (2016). Effect of Celebrity Endorsement in Marketing of Musicals: Poster Versus Social Networking Site. Social Behavior and Personality, 44(8), 1243-1254.
  • Korotina, A. ve Jargalsaikhan, T. (2016). Attitude towards İnstagram Micro- Celebrities and Their Influence on Consumers’ Purchasing Decisions, Master Thesis, Business Administration, Jönköping University, Jönköping.
  • Marwick, A. ve Boyd, D. (2011), To See and Be Seen: Celebrity Practice on Twitter. Convergence: The International Journal of Research into New Media Technologies, 17(2), 139-158.
  • Misra, S.&Beatty, S.E. (1990). Celebrity spokesperson and brand congruence an assessment of recall affect. Journal of Business Research, 21, 159-173.
  • Fleck, N., Korchia, M. ve RoyRoy, I. L. (2012). Celebrities in Advertising: Looking for Congruence or Likability?. Psychology and Marketing, 29(9), 651-662.
  • Özgen, Ö. ve Elmasoğlu, K. (2016). Sosyal Medya ve Marka İletişimi: Havayolu Şirketlerinin Twitter Kullanımına Yönelik Bir Araştırma. İletişim Kuram ve Araştırma Dergisi. S: 43. 181-202.
  • Tuncer, A. S. (2013). Sosyal Medyanın Gelişimi. F. Z. Özata (Editör). Sosyal Medya. Eskişehir: Anadolu Üniversitesi Açıköğretim Fakültesi Yayını. s. 3-24.

SOSYAL MEDYA ARAÇLARINDAN İNSTAGRAM VE FENOMENLERİNİN REKLAM İLE İLİŞKİSİ

Year 2018, Issue: 3, 180 - 192, 01.08.2018

Abstract

İletişim teknolojilerinde devam eden gelişmeler ve küreselleşme ile birlikte pek çok farklı alanda değişim ve dönüşüm meydana gelmiştir. Bu gelişmelerden en önemlisi hiç kuşkusuz sosyal medya ağlarının ortaya çıkması ve hızlı bir şekilde yaygınlaşmasıdır. Bu ağlardan en çok kullanılanların başında ise İnstagram gelmektedir. Sosyal ağların yaygınlaşması ile birlikte birçok fenomen ortaya çıkmıştır. Bu bağlamda yüksek oranda kullanıcısı bulunan bir sosyal ağ olan İnstagram, hayatımıza bir çok fenomeni dahil etmiştir. Bu durum, reklam veren firmaların hedef kitleye ulaşması açısından da cezbedici bir kanal oluşturmuştur. Dijitalleşen dünya ile ortaya çıkan fenomenlerin kazandıkları yüksek oranda takipçi ve ün ile hem reklam verenler hem de fenomenlerin kendileri için yeni iş alanları yarattığı aşikardır. Dolayısıyla firmalar ayakta kalabilmek ve tüketiciye daha etkin bir şekilde ulaşabilmek adına sosyal ağları özellikle de İnstagramı ürün ve hizmetlerini tanıtmak için yoğun bir şekilde kullanmaktadırlar. Bu çalışma kapsamında, İnstagram fenomenleri ve reklam veren kozmetik firmaları arasındaki ilişki, bu firmaların İnstagramı ne kadar etkin kullandığı ve İnstagram fenomenleri aracılığıyla yapılan bu kozmetik reklamlarının tüketici üzerinde ne kadar etkili olduğu alımlama yöntemiyle incelenecektir

References

  • Amelina, D. ve Zhu, Y.Q. (2016). Investigating Effectiveness of Source Credibility Elements on Social Commerce Endorsement: The Case of İnstagram in Indonesia. Pacific Asia Conference on Information Systems, Chiayi.
  • Apeyoje, A. (2013). Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention. Mass Communication, and Journalism, 3(3), 3-10.
  • Djafarova, E. ve Rushworth, C. (2017). Exploring the Credibility of Online Celebrities’ İnstagram Profiles in Influencing the Purchase Decisions of Young Female Users. Computers in Human Behavior, 68, 1-7.
  • Erdoğan, Z. B. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291-314.
  • Fard, S. S., Tamam, E., Hassan, M. S. H., Waheed, M. ve Zaremohzzabieh, Z. (2016). Factors Affecting Malaysian University Students’ Purchase Intention in Social Networking Sites, Cogent Business & Management, 3(1), 1-12.
  • JENSEN, Klaus B.; ROSENGREN, Karl E. (2005). İzleyicinin Peşindeki Beş Gelenek, (Derleyen), Şahinde Yavuz. Medya ve İzleyici Bitmeyen Tartışma, (Çev: Şahinde-Yiğit Yavuz ), Ankara: Vadi, s. 55-85.
  • Jin, S. ve 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. American Academy of Advertising, 43(2), 181-195.
  • Ketelaar, P. E., Janssen, L., Vergeer, M., Reijmersdal, E. A. V., Crutzen, R. ve Jonathan, R. (2016). The Success of Viral Ads: Social and Attitudinal Predictors of Consumer Pass-on Behavior on Social Network Sites. Journal of Business Research, 69(7), 2603-2613.
  • Kim, H. ve Jeong, J. (2016). Effect of Celebrity Endorsement in Marketing of Musicals: Poster Versus Social Networking Site. Social Behavior and Personality, 44(8), 1243-1254.
  • Korotina, A. ve Jargalsaikhan, T. (2016). Attitude towards İnstagram Micro- Celebrities and Their Influence on Consumers’ Purchasing Decisions, Master Thesis, Business Administration, Jönköping University, Jönköping.
  • Marwick, A. ve Boyd, D. (2011), To See and Be Seen: Celebrity Practice on Twitter. Convergence: The International Journal of Research into New Media Technologies, 17(2), 139-158.
  • Misra, S.&Beatty, S.E. (1990). Celebrity spokesperson and brand congruence an assessment of recall affect. Journal of Business Research, 21, 159-173.
  • Fleck, N., Korchia, M. ve RoyRoy, I. L. (2012). Celebrities in Advertising: Looking for Congruence or Likability?. Psychology and Marketing, 29(9), 651-662.
  • Özgen, Ö. ve Elmasoğlu, K. (2016). Sosyal Medya ve Marka İletişimi: Havayolu Şirketlerinin Twitter Kullanımına Yönelik Bir Araştırma. İletişim Kuram ve Araştırma Dergisi. S: 43. 181-202.
  • Tuncer, A. S. (2013). Sosyal Medyanın Gelişimi. F. Z. Özata (Editör). Sosyal Medya. Eskişehir: Anadolu Üniversitesi Açıköğretim Fakültesi Yayını. s. 3-24.
There are 15 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Sevilay Aydın This is me

Entes Uzturk This is me

Publication Date August 1, 2018
Published in Issue Year 2018 Issue: 3

Cite

APA Aydın, S., & Uzturk, E. (2018). SOSYAL MEDYA ARAÇLARINDAN İNSTAGRAM VE FENOMENLERİNİN REKLAM İLE İLİŞKİSİ. Atlas Sosyal Bilimler Dergisi(3), 180-192.