Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi

Gül Şener; Eda Öztürk; H. Kemal Suher

doi:10.18037/ausbd.579205

Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi

Öz

Farkındalık ve ürünlere yönelik talep yaratma konusunda giderek artan nüfuzları, bloggerları

markalar için vazgeçilmez birer pazarlama oyuncusuna d.nüştürmüştür. Zaman içinde

oluşturdukları takipçi tabanlarına yönelik sürekli içerik paylaşımında bulunan bu dijital elitler,

Nüfuz Pazarlaması’nın yeni otoriteleri haline gelmiştir. Markalar ise ticari değeri olan bu içeriğin

parçası olmanın yolu olarak genellikle ürün yerleştirme çalışmalarını seçmektedir. Bu çalışmanın

amacı, Türkiye’deki moda Instabloggerları’nın yaptıkları Instagram paylaşımlarına içerik analizi

yöntemi uygulayarak ürün yerleştirme pratiklerinin belirleyici unsurlarını ortaya koymaktır.

Yapılan analiz sonucunda, hesabın büyüklüğü (Mega, Orta Gü., Mikro) ve türünün (Sokak

Modası/Yüksek Moda) yapılan ürün yerleştirmelerin belirginlik, interaktivite, anlatısal uyum ve

etkileşim düzeyinde istatistiksel olarak anlamlı farklar yarattığı bulgulanmıştır.

Anahtar Kelimeler

Nüfuz Pazarlaması,Ürün Yerleştirme,Instagram,Moda Instabloggerı

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Gül Şener

Eda Öztürk

H. Kemal Suher

Yayımlanma Tarihi

17 Haziran 2019

Gönderilme Tarihi

6 Mayıs 2018

Kabul Tarihi

28 Mayıs 2019

Yayımlandığı Sayı

Yıl 2019 Cilt: 19 Sayı: 2

DOI

https://doi.org/10.18037/ausbd.579205

IZ

https://izlik.org/JA97YZ49AM

Kaynak Göster

RIS / Bibtex

APA

Şener, G., Öztürk, E., & Suher, H. K. (2019). Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 19(2), 415-436. https://doi.org/10.18037/ausbd.579205

AMA

1.Şener G, Öztürk E, Suher HK. Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi. AÜSBD. 2019;19(2):415-436. doi:10.18037/ausbd.579205

Chicago

Şener, Gül, Eda Öztürk, ve H. Kemal Suher. 2019. “Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi”. Anadolu Üniversitesi Sosyal Bilimler Dergisi 19 (2): 415-36. https://doi.org/10.18037/ausbd.579205.

EndNote

Şener G, Öztürk E, Suher HK (01 Haziran 2019) Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi. Anadolu Üniversitesi Sosyal Bilimler Dergisi 19 2 415–436.

IEEE

[1]G. Şener, E. Öztürk, ve H. K. Suher, “Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi”, AÜSBD, c. 19, sy 2, ss. 415–436, Haz. 2019, doi: 10.18037/ausbd.579205.

ISNAD

Şener, Gül - Öztürk, Eda - Suher, H. Kemal. “Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi”. Anadolu Üniversitesi Sosyal Bilimler Dergisi 19/2 (01 Haziran 2019): 415-436. https://doi.org/10.18037/ausbd.579205.

JAMA

1.Şener G, Öztürk E, Suher HK. Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi. AÜSBD. 2019;19:415–436.

MLA

Şener, Gül, vd. “Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi”. Anadolu Üniversitesi Sosyal Bilimler Dergisi, c. 19, sy 2, Haziran 2019, ss. 415-36, doi:10.18037/ausbd.579205.

Vancouver

1.Gül Şener, Eda Öztürk, H. Kemal Suher. Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi. AÜSBD. 01 Haziran 2019;19(2):415-36. doi:10.18037/ausbd.579205

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https://doi.org/10.19145/e-gifder.671294

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