Canlı Yayın Platformlarında Ürün Marka Uygulamaları

Year 2020, Volume: 16 Issue: 28, 1396 - 1415, 31.08.2020

İkram Daştan

https://doi.org/10.26466/opus.738697

Abstract

Yeni bir iletişim kanalı olarak sosyal medya platformlarında canlı yayınlar gün geçtikçe popüler hale gelmektedir. Bu durumu fark eden işletmeler bu ortamları etkin bir şekilde kullanmaya başlanmış, canlı yayınlarda çeşitli ürün yerleştirmeler, ünlüler veya popüler kullanıcılar aracılığıyla ürün ve marka tanıtımları gerçekleştirmeye başlamışlardır. Araştırmada sosyal medya üzerinden yapılan canlı yayınların kullanım amacı, önemi, bireylere ve işletmelere olan etkisi, kullanım sıklıkları ele alınmış ve elde edilen bulgular değerlendirilmiştir. Araştırma kapsamında canlı yayın platformlarından biri seçilerek 15 gün boyunca belirli aralıklarla günlük 10 izleme gerçekleştirilmiş. Çeşitli kriterler göz önünde bulundurularak kodlamalarla izlemeler elektronik ortama aktarılmıştır. Toplamda 280 izleme gerçekleştirilmiştir. Ayrıca aynı platform kullanılarak 2015 ve 2017 yılları için ayrı ayrı izlemeler yapılarak kullanıcıların zaman içinde platformlara olan ilgisi ve geçirdiği zamanlar belirlenmiştir. Elde edilen bulgular sonucunda yıllar itibariyle bu platformlarda izleyici sayısının arttığı, üst sırlardaki yayınların daha fazla dikkat çektiği, belli gün ve saatlerde yapılan yayınların daha etkin olduğu, yayınların yaklaşık olarak % 50’sinde ürün tanıtımı ve reklamı olduğu tespit edilmiştir.

Keywords

Sosyal Medya, Canlı Yayın Platformları, Sosyal Medyada Ürün ve Marka Tanıtımı, Periscope, Canlı Yayın

Product / Brand Placements on Live Broadcasting Applications

Abstract

As a new communication channel live broadcastings have been more popular on social media platforms day by day. After the awareness of this popularity, the companies have started to use these channels more effectively such as placing products and brands on live broadcasts, promoting products and brands via celebrities and micro-celebrities. The aim of this study is to reveal the motivation and importance to watch live broadcasts on social media and to explore its effects on individuals and companies. Data was collected through a live broadcasting application and randomly selected broadcasts were watched 10 times in a day during 15 days. Totally 280 broadcasts were watched and the videos were analyzed based on previously determined criteria. These study were applied both in 2015 and 2017 to reveal the differences in time. The results of the indicated that the number audiences of live broadcasts have increased in time, the broadcasts located at the top are watched more, the day of the week and time of the broadcasts affect the numbers of the audience and approximately 50% of the broadcasts include product / brand placement. In this study, it is aimed to scale university students’ leisure time activities. In addition, it was studied to determine the order of preference of leisure time activities by scaling according to students gender, class, location type and socioeconomic level variables. 64.2% of respondents (N=936) were female, 35.8% (N=521) were composed of male students. The data collection tool which has been specifically developed for this study by the researchers.

Keywords

Social Media, Live Broadcasting Platforms, Product Placement, Brand Placement, Periscope, Live Streaming

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