Video Portal Pazarlama: Türkiye Menşeli Yemek Vlogger Girişimcileri Üzerine Bir Araştırma

Abstract

Amaç: Bu çalışmanın amacı, video portal pazarlaması kavramını değerlendirmek ve Türk kökenli yemek vlogger girişimcilerinin göreceli pazarlama pozisyonlarını tespit etmektir. Elde edilen bulgulara dayanarak yemek vlogger girişimcilerine konumsal strateji ve taktik öneriler sunmayı amaçlamaktadır. Yöntem: Çalışma, Türkiye kökenli yemek vlogger girişimcilerinin ölçüt bazlı göreceli pazarlama pozisyonlarının karşılaştırmalı araştırması üzerinden yapılan netnografik bir araştırmadır. Araştırma, üç ana aşamada yürütülmüştür: Hedef topluluğun tespiti ve seçme, değerleme ölçütlerini açıklama ve pazarlama pozisyonlarının ölçütlere göre değerlendirme ve yorumlama. Buna göre, dijital-sosyal medya üzerinden listelenen Türkiye menşeli 13 yemek vlogger girişimcisinin pazarlama pozisyonları değerlendirilmiş ve bulgular yorumlanmıştır. Bulgular: Çalışmada, Türkiye kökenli yemek vlogger girişimcilerinin göreceli pazarlama pozisyonları 7 ana ve 15 alt ölçütlerle bulgulanmıştır. Buna göre, girişimcilerin göreceli pazarlama pozisyonları ana ölçütlerde olmasına rağmen, alt ölçütlerde pozisyonel olarak yapmaları gereken çalışmalar olduğu tespit edilmiştir. Buna göre her bir vlogger girişimcisine güçlendirme, yükseltme ve geliştirmeye yönelik pozisyonel stratejiler ve taktikler önerilmiştir. Sonuç: Çalışmada, Türkiye menşeli yemek vlogger girişimcilerinin göreceli pazarlama pozisyonları için, güçlendirme açısından teorik, iyileştirme açısından teknik ve geliştirme açısından pratik önerilerin verilebileceği görülmüş ve sunulmuştur. Özgünlük: Çalışma Türkçe yazında başlangıç çalışması olarak katkı sağlayacağı umulmaktadır. Bu yönde elde edilen araştırma bulguları, yemek vlogger girişimciliği kapsamında ileriki araştırmalara ivme kazandıracağı düşünülebilir.

Keywords

• Video portal pazarlama
• Yemek Vlogger girişimciliği
• Pazarlama pozisyonları
• Netrografik araştırma

Video Portal Marketing: A Study on Food Vlogger Entrepreneurs Originating in Türkiye

Abstract

Aim: The purpose of this study is to evaluate the concept of video portal marketing and to determine the relative marketing positions of food vlogger entrepreneurs of Turkish origin. It aims to provide positional strategy and tactical suggestions to food vlogger entrepreneurs based on the findings made. Method: The study is a netnographic research on the comparative research of the relative marketing positions of food vlogger entrepreneurs originating from Turkey based on criteria. The netnographic research was conducted in three main stages: determining and selecting the target community, explaining the valuation criteria and evaluating and interpreting the marketing positions according to the criteria. Accordingly, the marketing positions of 13 vlogger entrepreneurs originating from Turkey listed on digital-social media were evaluated and the findings were interpreted. Findings: In the study, the relative marketing positions of food vlogger entrepreneurs originating from Turkey were determined with 7 main and 15 sub-criteria. Accordingly, although the relative marketing positions of the entrepreneurs were in the main criteria, it was determined that there were positional studies that they needed to do in the sub-criteria, and positional strategies and tactics for strengthening, upgrading and developing were emphasized. Results: In the study, it was seen and presented that theoretical suggestions in terms of strengthening, technical suggestions in terms of improvement and practical suggestions in terms of development could be given for the relative marketing positions of food vlogger entrepreneurs of Turkish origin. Originality: It is hoped that the study will contribute to the Turkish literature as an initial study. The research findings obtained in this direction can be considered to accelerate further research within the scope of food vlogger entrepreneurship.

Keywords

• Video portal marketing
• Food vlogger entrepreneurship
• Marketing positions
• Netrographic research

References

1. Arviansyah, D. A. P., Hidayanto, A. N. & Zhu, Y. Q. (2018). Vlogging: Trigger to impulse buying behaviors. Twenty-Second Pacific Asia Conference on Information Systems(in PACIS). Japan, 249-262.
2. Ballı, A. (2022). Türkiye’de dijital dönüşüm ve girişimcilik. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(1), 251- 279. https://doi.org/10.15659/3.sektor-sosyal-ekonomi.22.02.1697
3. Bayazit, D. Z., Durmuş, B. & Yıldırım, F. (2017). Can vloggers characteristics change online-shopping intentions? The role of word of mouth effect as a communication tool. AJIT-e: Online Academic Journal of Information Technology, 8(26), 23-40. https://doi.org/10.5824/1309-581.2017.1.002.x
4. Birley, S. (2019). The vlogger’s handbook: love it! live it! vlog it!. United Kingdom: QED Publishing.
5. Blythe, M. & Cairns, P. (2009. April). Critical methods and user generated content: The iPhone on YouTube. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. 25(2), 1467-1476. https://doi.org/10.1145/1518701.1518923
6. Bryant, S. C. (2006). Videoblogging for dummies. New Jersey: Wiley.
7. Burgess, J. & Green, J. (2009). The entrepreneurial vlogger: Participatory culture beyond the professional-amateur divide. içinde, Snickars, P. & Vonderau P. (eds.). The YouTube reader (ss. 89-107). Sweden: National Library of Sweden.
8. Burgess, J. & Green, J. (2018). Youtube: Online video and participatory culture. Cambridge: Polity Press.

9. Casalo, L. V., Flavian, C. & Ibanez-Sanchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063. https://doi.org/10.1108/OIR-09-2016-0253
10. Chapple, C. & Cownie, F. (2017). An investigation into viewers’ trust in and response towards disclosed paid-for-endorsements by YouTube lifestyle vloggers. Journal of promotional communications, 5(2), 110-136. ID Code 24948
11. Chen, C. (2014). Forming digital self and parasocial relationships on youtube. Journal of Consumer Culture, 16, 232-254. https://doi.org/10.1177/1469540514521081
12. Cunningham, S. & Craig, D. (2017). Being “really real” on youtube: Authenticity,community and brand culture in social media entertainment. Media International Australia, 164(1), 71-81. https://doi.org/10.1177/1329878x17709098
13. Diker, E. (2019). Akademisyenlerin instagram kullanım alışkanlıkları üzerine bir araştırma. AJIT-e: Online Academic Journal of Information Technology, 10(38), 155-172. https://doi.org/10.5824/1309-1581.2019.3.007.x
14. Eyel, C. Ş. & Sağlam, H. (2021). Dijital dönüşüm ve girişimcilikteki değişim: Dijital girişimcilik. Atlas Sosyal Bilimler Dergisi, 1(6), 7-20. ISSN 2602-4128
15. Gürkaynak, G. & Kama, Ç. O. (2018). Navigating the uncharted risks of covert advertising in influencer marketing. Business Law Review, 39(1), 17-19. https://doi.org/10.54648/BULA2018004
16. Hamşıoğlu, A. B. (2020), Sosyal medya pazarlama yeteneklerinin işletme performansı üzerindeki etkileri: Antalya organize sanayi bölgesinde faaliyet gösteren işletmeler üzerine bir araştırma. içinde, Öztürk, S. (eds.). Sürdürülebilir kalkınma işletme, finans ve ekonomi: teorik ve ampirik katkılar (ss. 57-86). Ankara: İksad Yayınevi.
17. Huhtamo, E. & Parikka, J. (2011). Media archaeology: approaches, applications, and impliations. California: University of California Press.
18. Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/j.bushor.2009.09.003
19. Kaya, İ. (2010). Pazarlama bi’tanedir. İstanbul: Babıali Kültür Yayıncılığı No. 204/4.
20. Kim, J. (2012). The institutionalization of youtube: From user-generated content to professionally generated content. Media, Culture & Society, 34(1), 53-67. https://doi.org/10.1177/0163443711427199.
21. Koziets, R. V. (1998). On netnography: Initial reflections on consumer research investigations of cyberculture. Advances in Consumer Research, 25(1), 366-371.
22. Kozinets, R. V. (2010). Netnography: Doing ethnographic research onlin. London: Sage Publications.
23. Küçükkömürler, S., Şirvan, N. B. & Sezgin, A. C. (2019). Dünyada ve Türkiye’de gastronomi turizmi. Uluslararası Turizm, Ekonomi ve İşletme Bilimleri Dergisi, 2 (2), 78-85. https://ijtebs.org/index.php/ijtebs/article/view/234
24. Lastufka, A. & Dean, M. W. (2008). YouTube: An ınsider's guide to climbing the charts. Australia: Michael W. Dean.
25. Lin, C. L. & Kao, H. Y. (2010). Blog popularity mining using social interconnection analysis. IEEE Internet Computing, 14(4), 41-49. https://doi.org/10.1109/MIC.2010.51
26. Lister, M., Dovey, J., Giddings, S., Grant, I. & Kelly, K. (2008). New media: a critical introduction. London: Routledge.
27. Luers, W. (2007). Cinema without show business: A poetics of vlogging. Post Identity, 5(1), http://hdl.handle.net/2027/spo.pid9999.0005.2105.
28. Luttrell, R. (2018). Social media: How to engage, share, and connect. London: Rowman & Littlefield Publishers.
29. Maden, T. O. & Kalafatoğlu, Ş. T. (2022). An assessment on genres of video blogs. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi (UKSAD), 8, 2(Güz), 1-17. https://doi.org/10.46442/intjcss.1162437
30. Munnukka, J., Maity, D., Reinikainen, H. & Luoma-aho, V. (2019). Thanks for watching. The effectiveness of youtube vlogendorsements. Computers in human behavior, 93, 226-234. https://doi.org/10.1016/j.chb.2018.12.014
31. Negroponte, N. (1996). Being digital. London: Vintage.
32. Nyagadza, B. (2020). Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy, 11(3), 1-19. https://doi.org/10.1386/jdmp_00036_1
33. Özbölük, T. & Dursun, Y. (2015). Pazarlama araştırmalarında paradigmal dönüşüm ve etnografinin dijital evrimi: Netnografi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 46, 227-247.
34. Papatya, N., Papatya, G. & Hamşıoğlu, A. B. (2015). Sürdürülebilir rekabet yönetiminde marka değeri ve marka güveni: Süleyman Demirel üniversitesinde bir uygulama. Süleyman Demirel Üniversitesi İİBF Dergisi, 20, 35-54.
35. Rab, Á. (2007). Digital culture-digitalised culture and culture created on a digital platform. Budapest: Gondolat, 1-25. erişim adresi: https://www.magicmilemedia.com/blog/2019/2/2/the-rise-of-vlogging-and-its-potential-for-your-brand
36. Rahmi, Y., Sekarasih, L. & Sjabadhyni, B. (2016). The influence of beauty vlog on perceived source credibility and purchase intention. Makara Hubs-Asia, 20(2), 13-23. https://doi.org/10.7454/mssh.v21i1.3496
37. Safko, L. & Brake, D. K. (2012). The social media bible: tactics, tools, and strategies for business success. New Jersey: Wiley.
38. Sarıışık, M. & Özbay, G. (2015). Gastronomi turizmi üzerine bir literatür incelemesi. Anatolia: Turizm Araştırmaları Dergisi, 26(2), 264-278.
39. Schmierbach, M., Limperos, A. M. & Woolley, J. K. (2012). Feeling the need for (personalized) speed: How natural controls and customization contribute to enjoyment of a racing game through enhanced immersion. Cyberpsychology, Behavior, and Social Networking, 15(7), 364-369. https://doi.org/10.1089/cyber.2012.0025
40. Schramm, H. & Hartmann, T. (2008). The PSI-process scales. A new measure to assess the intensity and breadth of parasocial processes. Communications, 33(4), 385-401. https://doi.org/10.1515/COMM.2008.025
41. Singh, S. & Sonnenburg, S. (2012). Brand performances in social media. Journal of interactive marketing, 26(4), 189-197. https://doi.org/10.1016/j.intmar.2012.04.001
42. Skandrani, H., Ladhari, R. & Massa, E. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 1-11. https://doi.org/10.1016/j.jretconser.2019.102027
43. Slater, M. D., Johnson, B. K., Cohen, J., Comello, M. L. G. & Ewoldsen, D. R. (2014). Temporarily expanding the boundaries of the self: Motivations for entering the story world and implications for narrative effects. Journal of Communication, 64(3), 439-455. https://doi.org/10.1111/jcom.12100
44. Smith, A. N., Fischer, E. & Yongjian, C. (2012). How does brand-related user-generated content differ across youtube, facebook, and twitter?. Journal of Interactive Marketing, 26(2), 102-113. https://doi.org/10.1016/j.intmar.2012.01.002
45. Stein, J. P., Koban, K., Joos, S., & Ohler, P. (2020). Worth the effort? Comparing different youtube vlog production styles in terms of viewers’ identification, parasocial response, immersion, and enjoyment. Psychology of Aesthetics, Creativity, and the Arts, 16(3), 426-436. https://doi.org/10.1037/aca0000374.
46. Tolunay, A. & Ekizler, H. (2021), Analyzing online shopping behavior from the perspective of youtube: Do vlog content and vlogger characteristics matter. OPUS Uluslararası Toplum Araştırmaları Dergisi, 18(41), 3041-3065. https://doi.org/10.26466/opus.874722
47. Verdi, M., Hodson, R., Weynand, D. & Craig, S. (2006). Secrets of Videoblogging. Berkeley: Peachpit.
48. Warmbrodt, J. (2007). An exploratory study of the videoblogger’s community (Masters theses no. 4575). Missouri, USA: University of Missouri. erişim adresi: https://scholarsmine.mst.edu/masters_theses/4575
49. Webster, J. G. (2010). User information regimes: How social media shape patterns of consumption. Northwestern University Law Review, 104(2), 593-612. Corpus ID: 157121981
50. Weismueller, J., Harrigan, P., Wang, S. & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal (AMJ), 28(4), 160-170. https://doi.org/10.1016/j.ausmj.2020.03.002
51. Zhang, H. (2018). Evoking presence in vlogging: A case study of UK beauty blogger Zoe Sugg. First Monday, 23(1), 1-21. https://doi.org/10.5210/fm.v23i1.8107
52. URL1: https://blog.hoopr.ai/types-of-vlogs-7-popular-categories/
53. URL2: https://dictionary.cambridge.org/dictionary/english/vlog
54. URL3: https://www.merriam-webster.com/dictionary/vlog
55. URL4: https://www.oxfordlearnersdictionaries.com/definition/english/vlogger