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MARKALARIN DİJİTAL PAZARLAMA ÇAĞINDA TÜKETİCİLERİ ETKİLEŞİME İKNA ETME YOLLARI: INFLUENCER PAZARLAMA VE İÇERİK PAZARLAMASINA İLİŞKİN KAVRAMSAL BİR ÇALIŞMA

Year 2019, Issue: 38, 205 - 222, 31.12.2019
https://doi.org/10.35343/kosbed.547046

Abstract

Devamlı değişim
halindeki dijital ortam; yeni dijital pazarlama uygulamaları geliştirdiği gibi,
yeni dijital pazarlama yöntem ve araçları da yaratmıştır. Influencer
(Etkileyici) Pazarlama ve İçerik Pazarlaması markaların; söz konusu dijital
pazarlama uygulamalarında kullandıkları önemli yöntem ve araçların başında
gelmektedirler. Bu bağlamda çalışmanın amacı; dijital pazarlama yöntemlerinden,
etkileyici ve içerik pazarlaması kavramlarına güncel araştırmalardan yola
çıkarak açıklık getirmektir. Çalışmada alan yazınından faydalanılarak; aynı
zamanda dijital pazarlama yöntemlerinin, markalar açısından önem derecelerinin
altını çizmek ve pazarlama dünyasının gözdeleri dijitalleşen tüketicilere
ulaşmak için mevcut yöntemlerin nasıl yönetilmesi gerektiği bir bütünlük
içerisinde aktarılmaya çalışılmıştır. Dolayısıyla markaların gerek etkileyici
pazarlama gerekse içerik pazarlaması uygulamalarını etkin yönetebildikleri takdirde;
dijital tüketiciye sürekli ve daha hızlı bir biçimde ulaşabildikleri ve dijital
dünyadaki yerlerini belirleme ve koruma noktasında daha avantajlı hale
gelebilecekleri çıkarımına varılabilmektedir. 

References

  • Akar, E. (2018). Sosyal Medya Pazarlaması- Sosyal Web’te Pazarlama Stratejileri. Ankara: Seçkin Akademik ve Mesleki Yayınları.Akrimi, Y., & Khemakhem, R. (2012). “What Drive Consumers to Spread The Word In Social Media?”. Journal of Marketing Research & Case Studies, 2012 (2012).Alan, K., Kabadayı, T.E., & Erişke, T. (2018). “İletişimin Yeni Yüzü: Dijital Pazarlama ve Sosyal Medya Pazarlaması”. Elektronik Sosyal Bilimler Dergisi, 27(66), 493-504.Benli, T., & Karaosmanoğlu, K. (2017). “Bir Pazarlama Stratejisi Olarak İçerik Pazarlama”. Mesleki Bilimler Dergisi, 6(11), 27-38.Bilge, A. F. (2016). “Yeni Pazarlama Yaklaşımı İçerik Pazarlamasının İncelenmesi ve Turizm Sektörüne Uygulanabilirlirliği”. The Journal Of Academic Social Sciences Studies. (44), 125-140.Bjurling, L. & Ekstam, V. (2018). Influencer Marketing’s Effect On Brand Perceptions – A Consumer İnvolvement Perspective. Degree Project Master’s Programme International Marketing and Brand Management. Swedish: Lund University.Brown, D., & Hayes, N. (2008). Influencer Marketing, Who Really Influences Your Customers?. UK: Elsevier Ltd. Buyer, L. (2016). PR Under the Influence: Why Influencer Marketing is all the Buzz, https://socialprchat.com/pr-under-the-influence-why-influencer-marketing-is-all-the-buzz/, (Erişim Tarihi: 02.12.2018).Byrne, E., Kearney, J., & MacEvilly, C. (2017). “The Role of Influencer Marketing and Social Influencers in Public Health”. Proceedings of the Nutrition Society, 77 (OCE3).Cambridge Dictionary, https://dictionary.cambridge.org/tr, (Erişim Tarihi: 08.12.2018).CCMedia House (2018). Influencer Marketing’in Faydaları, http://www.ccmediahouse.com/influencer-marketingin-yararlari/, (Erişim Tarihi: 01.12.2018).Chen, Y., & Xie, J. (2008). “Online Consumer Review: Word-Of-Mouth As A New Element Of Marketing Communication Mix”. Management Science, 54(3), 477-491. Content Marketing Institute (2018). Influencer Marketing, www.contentmarketinginstitute.com, (Erişim Tarihi: 11.12.2018).Deighton, J. A. (1996). “The Future of Interactive Marketing”. Harvard Business Review, 74(6), 151-160. Deloitte, S. (2016). Türkiye’deki Dijital Değişime CEO Bakışı. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/technology-media-telecommunications/turkiyedeki-dijital-degisime-CEO-bakisi.pdf, (Erişim Tarihi: 04. 03.2019).De Veirman, M., Cauberghe, V., & Hudders, L. (2017). “Marketing Through Instagram Influencers: The Impact Of Number Of Followers and Product Divergence On Brand Attitude”. International Journal of Advertising, 36(5), 798-828. Dholakia, U., & Bagozzi, R. P. (Eds.) (2001). Consumer Behavior In Digital Environments. Digital Marketing: Global Strategies from the World’s Leading Expens, New York: John Wile and Sons.Eker, M., Bayındır, M., Büktel, & S., Yılmaz, K. (2017). “Influencer’ın Hatırı Kaç Yıl Sürer?”. Campaign Dergisi, 69, 22-24. Elisa, R. & Gordini, N. (2014). “Content Marketing Metrics: Theoretical Aspects and Empirical Evidence Department Of Economics, Management and Statistics”. European Scientific Journal, 10(34), 92-104.Freberg, K., Graham, K., McGaughy, K., & Freberg, A. L. (2010). “Who Are The Social Media Influencers? A Study Of Public Perceptions Of Personality”. Public Relations Review, 37(1), 90-92.Fuchs, C., Hofkirchner, W., Schafranek, M., Raffl, C., & Sandoval, M. (2010). “Theoretical Foundations of the Web: Cognition, Communication and Co-Operation. Towards an Understanding”. Future Internet, (2), 41-59. Gerardo. A. D. (2017). What is influencer marketing and how can marketers use it effectively,https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/14/what-is-influencer-marketing-and-how-can-marketers-use-it-effectively/#5f32921223d1, (Erişim Tarihi: 05.12.2018). Glucksman, M. (2017). “The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink, Elon”. Journal of Undergraduate Research in Communications, 8(2), 77-87. Gökşin, E. (2017). Dijital Pazarlama Temelleri, Doğru Strateji İle Başarıyı Yakalayın. İstanbul: Abaküs Yayın Dağıtım.Gürkaynak, G., Kama, Ç., O., & Ergün, B. (2018). “Navigating the Uncharted Risks of Covert Advertising in Influencer Marketing”. Advertising, 39 (1), 17-19. Güven, L. (2018). Influencer, Vlogger, Youtuber Nedir?. https://pazarlamaturkiye.com/pazarlama/influencer-vlogger-youtuber-nedir/, (Erişim Tarihi: 11. 12.2018).James, K.L. (2010). The Internet: A User’s Guide. New Delhi: PHI Learning Private Limited.Jarvinen, J., & Karjaluoto, H. (2015). “The Use of Web Analytics for Digital Marketing Performance Measurement”. Industrial Marketing Management, 50, 117-127.Karahasan, F. (2012). Dijital Pazarlamanın Kuralları. İstanbul: CEOplus Yayıncılık. Karkar, A. (2016). “Değer ve Güven Ağlarının Yükselişinde İçerik Pazarlaması”. International Journal Of Social Science and Education Research, 2(1), 274-285.Kaya, E. (2017). Dijital Pazarlama ve Ölçümleme. Isparta: Doktora Ders Notları.Kuş, O. (2016). İçerik Pazarlama- Dijital Dünyada Marka ve Hikaye Yaratma Stratejileri. İstanbul: Pales Yayınları.Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). “Challenges and Solutions for Marketing In A Digital Era”. European Management Journal, 32(1), 1-12. Lieb, R. (2011). Content Marketing: Think Like A Publisher. How To Use Content To Market Online and In Social Media. Indianapolis: Que Publishing. Liu, S., Jiang, C., Lin, Z., Ding, Y., Duan, R., & Xu, Z. (2015). “Identifying Effective İnfluencers Based on Trust for Electronic Word-Of-Mouth Marketing: A Domain-Aware Approach”. Information Sciences, 306, 34-52. Merisavo, M. (2006). Effects of Digital Marketing Communication on Customer Loyalty: An Integrative Model and Research Propositions. Helsinki: Helsinki School of Economics Working Papers. Mert, Y.L. (2018). “Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6 (2), 1299-1328.Özeltürkay, Y.E., Bozyiğit, S., & Gülmez, M. (2017). “Instagram’dan Alışveriş Yapan Tüketicilerin Satın Alma Davranışları: Keşifsel Bir Çalışma”. Marmara Üniversitesi Öneri Dergisi, 12(48), 175-198.Özkömürcü, H. (2018). 2017 Türkiye Influencer Marketing Dosyası, https://creatorden.com/2017-turkiye-influencer-marketing-raporu/, (Erişim Tarihi: 05.12.2018).Öztürk, M. (Ed) (2018). Değişen Pazarlama Anlayışı- Yeni Pazarlama Yaklaşımları, Ankara: Gazi Kitapevi.Phua, J., Jin, S. V., & Kim, J. (2017). “Gratifications of Using Facebook, Twitter, Instagram, or Snapchat To Follow Brands: The Moderating Effect Of Social Comparison, Trust, Tie Strength, And Network Homophily On Brand Identification, Brand Engagement, Brand Commitment, and Membership Intention”. Telematics and Informatics, 34(1), 412-424. Pulizzi, J. (2012). “The Rise Of Storytelling As The New Marketing”. Publishing Research Quarterly, (28), 116-123.Sarıtaş, A. (2018). “İçerik Pazarlamasına Yönelik Bir Literatür Taraması”. Sosyal Araştırmalar ve Davranış Bilimleri Dergisi, 4(6), 232-239.Saruhan, O. (2018). Sosyal Medya Canavarı Olmak İster misin?. İstanbul: MediaCat Yayınları.Sevinç, S. S. (2018). Blogger, Influencer, Fenomen, Instagrammer, YouTuber, Celebrity Nedir? Ne İşe Yarar? Nasıl İstifade Edilir?, http://salihseckinsevinc.com/blogger-influencer-fenomen-instagrammer- youtuber-celebrity-nedir-ne-ise-yarar-nasil-istifade-edilir/, (Erişim Tarihi: 22.01.2019).Simonson, I., & Rosen, E. (2014). Absolute Value: What Really Influences Customers In The Age Of (Nearly) Perfect Information. New York, NY: HarperBusiness. Smith, K. L. (2007). What is Digital Marketing? New Marketing, http://digitalmarketing101.blogspot.com.tr/2007_09_30_archive.html, (Erişim Tarihi: 05.12.2018).Sponder, M., & Khan, G. F. (2018). Digital Analytics for Marketing. Routledge: New York.Sudha, M., & Sheena K. (2017). “Impact of Influencers in Consumer Decision Process: the Fashion Industry”. SCMS Journal of Indian Management, 1(6), 14-30. Strickland, M. (2008). Marketer’s Guide to Web 3.0, Organic Inc. https://www.slideshare.net/mstrickland/marketers-guide-to-web-30-presentation, (Erişim Tarihi: 05.03.2019).ThinkwithTR (2019). Dijital Pazarlama Platformu, https://www.thinkwithturkiye.com, (Erişim Tarihi: 12.01.2019).Thorsten, H-T., & Walsh, G. (2003). “Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet”. International Journal of Electronic Commerce, 8(2), 51-74. Topinfluence-Inflencer Marketing Platformu (2019). http://cdn2.hubspot.net/hub/256900/file-66482825 pdf/11_Things_InfluencerMarketing.pdf, (Erişim Tarihi: 05.01.2019).Toptalent Platformu (2018). Influencer Marketiing Uygulamaları. https://toptalent.co/10-markadan-ornek-olacak-10-icerik-pazarlamasi-calismasi, (Erişim Tarihi: 12.01.2019).Uzun, M. (2017). Influencer Marketing Hakkında Her şey, https://www.muzafferuzun.com/influencer-marketing-hakkinda-hersey, (Erişim Tarihi: 22.12.2018).Wiedmann, K-P., Hennigs, N. & Langner, S. (2010). “Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing”. Journal of Global Fashion Marketing. 1(3), 142-153. Wong, K. (2014). The Explosive Growth Of Influencer Marketing and What It Means For You, https://www.forbes.com/sites/kylewong/2014/09/10/the-explosive-growth-of-influencer-marketing-and-what-it-means-for-you/#47c9a29252ac, (Erişim Tarihi: 08.12.2019).Wymbs, C. (2011). “Digital Marketing: The Time For A New Academic Major Has Arrived”. Journal of Marketing Education, 33(1), 93-106.
Year 2019, Issue: 38, 205 - 222, 31.12.2019
https://doi.org/10.35343/kosbed.547046

Abstract

References

  • Akar, E. (2018). Sosyal Medya Pazarlaması- Sosyal Web’te Pazarlama Stratejileri. Ankara: Seçkin Akademik ve Mesleki Yayınları.Akrimi, Y., & Khemakhem, R. (2012). “What Drive Consumers to Spread The Word In Social Media?”. Journal of Marketing Research & Case Studies, 2012 (2012).Alan, K., Kabadayı, T.E., & Erişke, T. (2018). “İletişimin Yeni Yüzü: Dijital Pazarlama ve Sosyal Medya Pazarlaması”. Elektronik Sosyal Bilimler Dergisi, 27(66), 493-504.Benli, T., & Karaosmanoğlu, K. (2017). “Bir Pazarlama Stratejisi Olarak İçerik Pazarlama”. Mesleki Bilimler Dergisi, 6(11), 27-38.Bilge, A. F. (2016). “Yeni Pazarlama Yaklaşımı İçerik Pazarlamasının İncelenmesi ve Turizm Sektörüne Uygulanabilirlirliği”. The Journal Of Academic Social Sciences Studies. (44), 125-140.Bjurling, L. & Ekstam, V. (2018). Influencer Marketing’s Effect On Brand Perceptions – A Consumer İnvolvement Perspective. Degree Project Master’s Programme International Marketing and Brand Management. Swedish: Lund University.Brown, D., & Hayes, N. (2008). Influencer Marketing, Who Really Influences Your Customers?. UK: Elsevier Ltd. Buyer, L. (2016). PR Under the Influence: Why Influencer Marketing is all the Buzz, https://socialprchat.com/pr-under-the-influence-why-influencer-marketing-is-all-the-buzz/, (Erişim Tarihi: 02.12.2018).Byrne, E., Kearney, J., & MacEvilly, C. (2017). “The Role of Influencer Marketing and Social Influencers in Public Health”. Proceedings of the Nutrition Society, 77 (OCE3).Cambridge Dictionary, https://dictionary.cambridge.org/tr, (Erişim Tarihi: 08.12.2018).CCMedia House (2018). Influencer Marketing’in Faydaları, http://www.ccmediahouse.com/influencer-marketingin-yararlari/, (Erişim Tarihi: 01.12.2018).Chen, Y., & Xie, J. (2008). “Online Consumer Review: Word-Of-Mouth As A New Element Of Marketing Communication Mix”. Management Science, 54(3), 477-491. Content Marketing Institute (2018). Influencer Marketing, www.contentmarketinginstitute.com, (Erişim Tarihi: 11.12.2018).Deighton, J. A. (1996). “The Future of Interactive Marketing”. Harvard Business Review, 74(6), 151-160. Deloitte, S. (2016). Türkiye’deki Dijital Değişime CEO Bakışı. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/technology-media-telecommunications/turkiyedeki-dijital-degisime-CEO-bakisi.pdf, (Erişim Tarihi: 04. 03.2019).De Veirman, M., Cauberghe, V., & Hudders, L. (2017). “Marketing Through Instagram Influencers: The Impact Of Number Of Followers and Product Divergence On Brand Attitude”. International Journal of Advertising, 36(5), 798-828. Dholakia, U., & Bagozzi, R. P. (Eds.) (2001). Consumer Behavior In Digital Environments. Digital Marketing: Global Strategies from the World’s Leading Expens, New York: John Wile and Sons.Eker, M., Bayındır, M., Büktel, & S., Yılmaz, K. (2017). “Influencer’ın Hatırı Kaç Yıl Sürer?”. Campaign Dergisi, 69, 22-24. Elisa, R. & Gordini, N. (2014). “Content Marketing Metrics: Theoretical Aspects and Empirical Evidence Department Of Economics, Management and Statistics”. European Scientific Journal, 10(34), 92-104.Freberg, K., Graham, K., McGaughy, K., & Freberg, A. L. (2010). “Who Are The Social Media Influencers? A Study Of Public Perceptions Of Personality”. Public Relations Review, 37(1), 90-92.Fuchs, C., Hofkirchner, W., Schafranek, M., Raffl, C., & Sandoval, M. (2010). “Theoretical Foundations of the Web: Cognition, Communication and Co-Operation. Towards an Understanding”. Future Internet, (2), 41-59. Gerardo. A. D. (2017). What is influencer marketing and how can marketers use it effectively,https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/14/what-is-influencer-marketing-and-how-can-marketers-use-it-effectively/#5f32921223d1, (Erişim Tarihi: 05.12.2018). Glucksman, M. (2017). “The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink, Elon”. Journal of Undergraduate Research in Communications, 8(2), 77-87. Gökşin, E. (2017). Dijital Pazarlama Temelleri, Doğru Strateji İle Başarıyı Yakalayın. İstanbul: Abaküs Yayın Dağıtım.Gürkaynak, G., Kama, Ç., O., & Ergün, B. (2018). “Navigating the Uncharted Risks of Covert Advertising in Influencer Marketing”. Advertising, 39 (1), 17-19. Güven, L. (2018). Influencer, Vlogger, Youtuber Nedir?. https://pazarlamaturkiye.com/pazarlama/influencer-vlogger-youtuber-nedir/, (Erişim Tarihi: 11. 12.2018).James, K.L. (2010). The Internet: A User’s Guide. New Delhi: PHI Learning Private Limited.Jarvinen, J., & Karjaluoto, H. (2015). “The Use of Web Analytics for Digital Marketing Performance Measurement”. Industrial Marketing Management, 50, 117-127.Karahasan, F. (2012). Dijital Pazarlamanın Kuralları. İstanbul: CEOplus Yayıncılık. Karkar, A. (2016). “Değer ve Güven Ağlarının Yükselişinde İçerik Pazarlaması”. International Journal Of Social Science and Education Research, 2(1), 274-285.Kaya, E. (2017). Dijital Pazarlama ve Ölçümleme. Isparta: Doktora Ders Notları.Kuş, O. (2016). İçerik Pazarlama- Dijital Dünyada Marka ve Hikaye Yaratma Stratejileri. İstanbul: Pales Yayınları.Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). “Challenges and Solutions for Marketing In A Digital Era”. European Management Journal, 32(1), 1-12. Lieb, R. (2011). Content Marketing: Think Like A Publisher. How To Use Content To Market Online and In Social Media. Indianapolis: Que Publishing. Liu, S., Jiang, C., Lin, Z., Ding, Y., Duan, R., & Xu, Z. (2015). “Identifying Effective İnfluencers Based on Trust for Electronic Word-Of-Mouth Marketing: A Domain-Aware Approach”. Information Sciences, 306, 34-52. Merisavo, M. (2006). Effects of Digital Marketing Communication on Customer Loyalty: An Integrative Model and Research Propositions. Helsinki: Helsinki School of Economics Working Papers. Mert, Y.L. (2018). “Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6 (2), 1299-1328.Özeltürkay, Y.E., Bozyiğit, S., & Gülmez, M. (2017). “Instagram’dan Alışveriş Yapan Tüketicilerin Satın Alma Davranışları: Keşifsel Bir Çalışma”. Marmara Üniversitesi Öneri Dergisi, 12(48), 175-198.Özkömürcü, H. (2018). 2017 Türkiye Influencer Marketing Dosyası, https://creatorden.com/2017-turkiye-influencer-marketing-raporu/, (Erişim Tarihi: 05.12.2018).Öztürk, M. (Ed) (2018). Değişen Pazarlama Anlayışı- Yeni Pazarlama Yaklaşımları, Ankara: Gazi Kitapevi.Phua, J., Jin, S. V., & Kim, J. (2017). “Gratifications of Using Facebook, Twitter, Instagram, or Snapchat To Follow Brands: The Moderating Effect Of Social Comparison, Trust, Tie Strength, And Network Homophily On Brand Identification, Brand Engagement, Brand Commitment, and Membership Intention”. Telematics and Informatics, 34(1), 412-424. Pulizzi, J. (2012). “The Rise Of Storytelling As The New Marketing”. Publishing Research Quarterly, (28), 116-123.Sarıtaş, A. (2018). “İçerik Pazarlamasına Yönelik Bir Literatür Taraması”. Sosyal Araştırmalar ve Davranış Bilimleri Dergisi, 4(6), 232-239.Saruhan, O. (2018). Sosyal Medya Canavarı Olmak İster misin?. İstanbul: MediaCat Yayınları.Sevinç, S. S. (2018). Blogger, Influencer, Fenomen, Instagrammer, YouTuber, Celebrity Nedir? Ne İşe Yarar? Nasıl İstifade Edilir?, http://salihseckinsevinc.com/blogger-influencer-fenomen-instagrammer- youtuber-celebrity-nedir-ne-ise-yarar-nasil-istifade-edilir/, (Erişim Tarihi: 22.01.2019).Simonson, I., & Rosen, E. (2014). Absolute Value: What Really Influences Customers In The Age Of (Nearly) Perfect Information. New York, NY: HarperBusiness. Smith, K. L. (2007). What is Digital Marketing? New Marketing, http://digitalmarketing101.blogspot.com.tr/2007_09_30_archive.html, (Erişim Tarihi: 05.12.2018).Sponder, M., & Khan, G. F. (2018). Digital Analytics for Marketing. Routledge: New York.Sudha, M., & Sheena K. (2017). “Impact of Influencers in Consumer Decision Process: the Fashion Industry”. SCMS Journal of Indian Management, 1(6), 14-30. Strickland, M. (2008). Marketer’s Guide to Web 3.0, Organic Inc. https://www.slideshare.net/mstrickland/marketers-guide-to-web-30-presentation, (Erişim Tarihi: 05.03.2019).ThinkwithTR (2019). Dijital Pazarlama Platformu, https://www.thinkwithturkiye.com, (Erişim Tarihi: 12.01.2019).Thorsten, H-T., & Walsh, G. (2003). “Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet”. International Journal of Electronic Commerce, 8(2), 51-74. Topinfluence-Inflencer Marketing Platformu (2019). http://cdn2.hubspot.net/hub/256900/file-66482825 pdf/11_Things_InfluencerMarketing.pdf, (Erişim Tarihi: 05.01.2019).Toptalent Platformu (2018). Influencer Marketiing Uygulamaları. https://toptalent.co/10-markadan-ornek-olacak-10-icerik-pazarlamasi-calismasi, (Erişim Tarihi: 12.01.2019).Uzun, M. (2017). Influencer Marketing Hakkında Her şey, https://www.muzafferuzun.com/influencer-marketing-hakkinda-hersey, (Erişim Tarihi: 22.12.2018).Wiedmann, K-P., Hennigs, N. & Langner, S. (2010). “Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing”. Journal of Global Fashion Marketing. 1(3), 142-153. Wong, K. (2014). The Explosive Growth Of Influencer Marketing and What It Means For You, https://www.forbes.com/sites/kylewong/2014/09/10/the-explosive-growth-of-influencer-marketing-and-what-it-means-for-you/#47c9a29252ac, (Erişim Tarihi: 08.12.2019).Wymbs, C. (2011). “Digital Marketing: The Time For A New Academic Major Has Arrived”. Journal of Marketing Education, 33(1), 93-106.
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Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Gonca Köse 0000-0001-6464-4014

Sinem Yeygel Çakır 0000-0003-3947-1275

Publication Date December 31, 2019
Published in Issue Year 2019 Issue: 38

Cite

APA Köse, G., & Yeygel Çakır, S. (2019). MARKALARIN DİJİTAL PAZARLAMA ÇAĞINDA TÜKETİCİLERİ ETKİLEŞİME İKNA ETME YOLLARI: INFLUENCER PAZARLAMA VE İÇERİK PAZARLAMASINA İLİŞKİN KAVRAMSAL BİR ÇALIŞMA. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 2(38), 205-222. https://doi.org/10.35343/kosbed.547046

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