Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector

Begum Sahin

doi:10.54733/smar.1468586

EN TR

Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector

Abstract

Influencer marketing has become a crucial branding strategy as social media evolves within the digital landscape. In the beauty sector, it holds particular significance due to product demonstrations, where influencers lead and shape consumer behavior to establish brand credibility. This research examines the relationship between social media influencers and brand credibility on Instagram within the beauty industry by analyzing selected influencers' posts, videos and view patterns. The study aims to explore how influencers convey brand messages to build brand credibility and investigates factors that influence followers' perceptions, such as trustworthiness, loyalty and awareness. To this end, the top four female influencers, ranked by the U.S. Chamber of Commerce based on interaction rate, number of followers, content quality and brand collaborations, were selected through purposive sampling and analyzed using a qualitative content analysis method. The findings indicate that influencers benefit from market orientation, entrepreneurial orientation and digital marketing methods in maintaining brand credibility. This study aims to contribute to the growing body of literature on influencer marketing and provide insights for marketers and brand managers leveraging social media to enhance brand credibility.

Keywords

social media, brand credibility, brand equity, influencer marketing, Instagram

Sosyal Medya ve Marka Kredibilitesi: Güzellik Sektöründeki Instagram Fenomenlerinin İçerik Analizi

Abstract

Sosyal medyanın dijitalleşme ile beraber hızla büyümesi, fenomen pazarlamasının önemli bir marka stratejisine dönüşmesine neden oldu. Marka kredibilitesi yaratmak amacıyla güzellik sektöründeki fenomenlerin sosyal medya hesapları üzerinden ürün tanıtımı gerçekleştirmesi, tüketici davranışlarını önemli ölçüde yönlendirmekte ve şekillendirmektedir. Bu çalışma, güzellik sektöründeki sosyal medya fenomenleri ile marka kredibilitesi arasındaki ilişkiyi, araştırma örneklemindeki fenomenlerin Instagram'daki gönderi, video ve görüntülenmelerinin incelenmesi yoluyla araştırmaktadır. Çalışma, fenomenlerin marka güvenirliliğini oluşturmak için marka mesajlarını iletme yaklaşımlarını da gözlem altına almıştır. Ayrıca takipçilerin algılarını etkileyen güvenirlik, sadakat ve farkındalık gibi faktörleri de incelemektedir. Bu amaç doğrultusunda Amerika Birleşik Devletleri Ticaret Odası raporunda, etkileşim oranı, takipçi sayısı, içerik kalitesi ve marka iş birliklerine dayanarak sıralanan ilk dört kadın fenomen, amaçlı örneklem yöntemi ile seçilmiş ve içerik analizi tekniğiyle incelenmiştir. Bulgular, marka kredibilitesi sağlayan fenomenlerin pazar odaklılık, girişimsel pazarlama, dijital pazarlama yöntemlerinden faydalandığını ortaya koyarken fenomen pazarlamasıyla ilgili gelişen literatüre katkı sunmaktadır. Aynı zamanda marka kredibilitesi için sosyal medyadan faydalanan pazarlama ve marka yöneticileri için de çıkarımlar sunmaktadır.

Keywords

sosyal medya, marka kredibilitesi, marka değeri, fenomen pazarlaması, Instagram

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Details

Primary Language

English

Subjects

Marketing (Other), Entrepreneurship

Journal Section

Research Article

Authors

Begum Sahin ^*
0000-0003-2013-5060
Türkiye

Publication Date

October 28, 2024

Submission Date

April 15, 2024

Acceptance Date

September 9, 2024

Published in Issue

Year 2024 Volume: 5 Number: 3

DOI

https://doi.org/10.54733/smar.1468586

IZ

https://izlik.org/JA97ML74AX

APA

Sahin, B. (2024). Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector. Sosyal Mucit Academic Review, 5(3), 343-364. https://doi.org/10.54733/smar.1468586

AMA

1.Sahin B. Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector. SMAR. 2024;5(3):343-364. doi:10.54733/smar.1468586

Chicago

Sahin, Begum. 2024. “Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector”. Sosyal Mucit Academic Review 5 (3): 343-64. https://doi.org/10.54733/smar.1468586.

EndNote

Sahin B (October 1, 2024) Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector. Sosyal Mucit Academic Review 5 3 343–364.

IEEE

[1]B. Sahin, “Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector”, SMAR, vol. 5, no. 3, pp. 343–364, Oct. 2024, doi: 10.54733/smar.1468586.

ISNAD

Sahin, Begum. “Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector”. Sosyal Mucit Academic Review 5/3 (October 1, 2024): 343-364. https://doi.org/10.54733/smar.1468586.

JAMA

1.Sahin B. Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector. SMAR. 2024;5:343–364.

MLA

Sahin, Begum. “Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector”. Sosyal Mucit Academic Review, vol. 5, no. 3, Oct. 2024, pp. 343-64, doi:10.54733/smar.1468586.

Vancouver

1.Begum Sahin. Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector. SMAR. 2024 Oct. 1;5(3):343-64. doi:10.54733/smar.1468586

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Social Media and Brand Credibility: Qualitative Content Analysis of Instagram Influencers in Beauty Sector

Abstract

Keywords

Sosyal Medya ve Marka Kredibilitesi: Güzellik Sektöründeki Instagram Fenomenlerinin İçerik Analizi

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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