Rational Consumption, Digital Silence, And Deinfluencing: The Intersection Of Microeconomics And Netnography On Instagram

Öz

Instagram platformunda “#deinfluencing” etiketiyle paylaşılan içeriklere yönelik yapılan netnografik inceleme, dijital tüketici eğilimlerinde bazı değişim işaretlerine dikkat çekmektedir. Tüketim karşıtı yaklaşımlar, finansal farkındalık, sürdürülebilirlik, otantiklik ve pazarlama şeffaflığı gibi temaların, geleneksel influencer temelli tüketim kalıplarına yönelik alternatif söylemler olarak şekillendiği gözlemlenmektedir. Bireylerin bütçe kısıtlarını dikkate alarak daha rasyonel ve ihtiyaca yönelik kararlar alma eğiliminde oldukları düşünülmektedir. Sessiz kullanıcıların (lurkers) etkileşim biçimleri ise görünmeyen ancak anlamlı tüketici davranışlarının varlığına işaret etmektedir.Mikro iktisat ve pazarlama kuramları ışığında değerlendirildiğinde, bu tür içeriklerin yalnızca bireysel tüketici tercihlerine değil, aynı zamanda dijital ortamda şekillenen daha geniş çaplı tüketim stratejilerine de dolaylı etkilerde bulunabileceği öngörülmektedir. Özellikle marjinal fayda, alternatif maliyet ve bütçe kısıtı gibi temel mikroiktisadi kavramlar bağlamında, kullanıcıların satın alma kararlarını yeniden gözden geçirdikleri ve daha az, ancak daha işlevsel tüketim biçimlerine yöneldikleri anlaşılmaktadır. Pazarlama perspektifinden bakıldığında ise, de-influencing içeriklerinin hem geleneksel reklam pratiklerine duyulan güvensizliği artırabileceği hem de otantik ve dürüst iletişime dayalı yeni bir dijital pazarlama dili geliştirilmesine katkı sağlayabileceği düşünülmektedir. Bu doğrultuda, görünürde pasif olan ancak dikkatli biçimde içerik tüketen sessiz kullanıcılar da, dijital pazarlama stratejilerinin yeniden yapılandırılması açısından önemli bir veri kaynağı olarak değerlendirilebilir.

Anahtar Kelimeler

• deinfluencing
• mikro iktisat
• tüketici davranışı
• netnografi
• dijital pazarlama

Rational Consumption, Digital Silence, And Deinfluencing: The Intersection Of Microeconomics And Netnography On Instagram

Öz

A netnographic analysis of content shared on Instagram with the hashtag "#deinfluencing" highlights some signs of change in digital consumer trends. Themes such as anti-consumerism, financial awareness, sustainability, authenticity, and marketing transparency are observed to be shaping alternative discourses to traditional influencer-based consumption patterns. It is thought that individuals are increasingly inclined to make more rational and need-based decisions, taking into account their budget constraints. The interaction patterns of silent users (lurkers) point to the existence of invisible yet meaningful consumer behaviours. When evaluated in light of microeconomics and marketing theories, it is anticipated that such content may have indirect effects not only on individual consumer preferences but also on broader consumption strategies shaped in the digital environment. Especially in the context of fundamental microeconomic concepts such as marginal utility, opportunity cost, and budget constraints, it is understood that users are re-evaluating their purchasing decisions and shifting towards consuming less but more functional products. From a marketing perspective, de-influencing content is thought to both increase distrust in traditional advertising practices and contribute to the development of a new digital marketing language based on authentic and honest communication. In this regard, silent users who appear passive but consume content carefully can also be considered an important source of data for restructuring digital marketing strategies.

Anahtar Kelimeler

• deinfluencing
• microeconomics
• consumer behaviour
• netnography
• digital marketing

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