Nüfuz Pazarlamasında (Influencer Marketing) Mesaj Stratejileri

Year 2019, , 399 - 422, 21.01.2019

Aysel Aktaş Gül Şener

https://doi.org/10.17680/erciyesiletisim.477592

Cited By: 22

Abstract

Sosyal medya reklamverenlerin hedef kitlelerine ulaşma ve iletişim kurma
biçimlerini de dönüştürmüştür. Tüketiciler tarafından güvenilir ve samimi bilgi
kaynakları olarak görülen ve sosyal medya ünlüleri olarak da nitelenen nüfuzlular
(influencer), elektronik ağızdan ağıza (eWOM) iletişim uygulamalarında baş rolü
üstlenmişlerdir. Dolayısıyla, markalar için Nüfuz Pazarlaması (Influencer Marketing)
pazarlama bütçelerinin ayrılmaz bir parçası haline gelmiştir. Nüfuzluların ürettikleri
içerikler, takipçileriyle kurdukları iletişim ve hayata geçirdikleri marka birliktelikleri
çerçevesinde uyguladıkları yöntemlerin başında ise ürün yerleştirme gelmektedir.
Bu çalışmanın amacı; genel anlamda sosyal medyada, özelde Instagram çerçevesinde
farklı hesap kategorilerinde (Moda, Gezi-Seyahat, Makyaj-Güzellik, Sağlık-Yaşam)
içerik üreten nüfuzluların yaptıkları ürün yerleştirmeleri hangi mesaj stratejisi
ile ele aldıklarını incelemektir. Araştırma kapsamında, 8 makro nüfuzlunun 799
Instagram paylaşımı içerik analizi yöntemiyle incelenmiş ve bulgular paylaşılmıştır.
Çalışmanın sonuçları, makro nüfuzluların en çok transformasyonel (dönüşümsel)
mesaj stratejilerini kullandıklarını ve tüketicileri duygusal çekiciliklerle etkilemeye
çalıştıklarını ortaya koymaktadır. 

Keywords

Instablogger, Nüfuz Pazarlaması (Influencer Marketing), Ürün Yerleştirme, İçerik Analizi, Mesaj Stratejileri

Message Strategies Used in Influencer Marketing

Abstract

Social media had transformed the way advertisers reach their target consumers and
connect with them. Influencers who are perceived as sincere and credible sources
by the consumers are called the new pioneers of electronic word-of-mouth (eWOM).
In parallel, Influencer Marketing became an indispensable part of the marketing
budgets. Within this perspective, product placement is one of the primary means
that influencers prefer while partnering with brands, creating content and delivering
it to their followers.
The objective of this study is to examine message strategies that influencers use
when implementing product placements. Within the confines of this research 799
Instagram posts by 8 macro influencers were subject to content analysis. The results
show that macro influencers use transformational message strategies the most
when doing product placements. 

Keywords

Instablogger, Influencer Marketing, Product Placement, Content Analysis, Message Strategies

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