SOSYAL MEDYA PAZARLAMASINDA YAPAY ZEKA VE GENÇLER ÜZERINDEKİ ETKİLERİ - INSTAGRAM ÖRNEĞİ

Year 2025, Volume: 15 Issue: 1, 293 - 308

Büşra Sarıkaya

https://doi.org/10.7456/tojdac.1566662

Abstract

Günümüzde çevrimiçi pazarlama, hemen hemen her işletme için vazgeçilmez bir hale gelmiştir. Dijitalleşmenin hızla ilerlediği bu dönemde, şirketler çevrimiçi varlıklarını güçlendirmek ve dijital dünyada kendilerini etkili bir şekilde konumlandırmak zorundadırlar. Özellikle genç tüketiciler, sosyal medya platformlarını aktif bir şekilde kullanarak alışveriş yapma eğilimindedirler. Bu nedenle, markaların bu platformlardaki görünürlüklerini artırmaları ve etkili bir pazarlama stratejisi geliştirmeleri kritik öneme sahiptir. Giderek daha mobil hale gelen tüketiciler, bir şirketle etkileşime geçtiklerinde kişiselleştirilmiş deneyimler ve tüm temas noktalarında kesintisiz erişim talep etmektedir. Bu zorluklara yanıt olarak, pazarlamada yapay zeka (YZ) kullanımının yanı sıra Influencerlarla yapılan pazarlama işbirlikleri son yıllarda büyük ilgi görmüştür. Yapay zeka, kişiselleştirilmiş müşteri deneyimlerinin tasarımı ve oluşturulması açısından önemli bir rol üstlenirken, Influencerlar özellikle genç tüketiciler üzerinde ciddi bir etki yaratmaktadır. Sosyal medya platformları aracılığıyla yürütülen kampanyalar, gençlerin tüketim alışkanlıklarını şekillendirmede oldukça etkili olmaktadır. Gençler, Influencerların önerilerine ve deneyimlerine daha fazla güvenmekte, bu da onların satın alma kararlarını önemli ölçüde etkilemektedir. Özellikle Instagram’da yapılan Influencer pazarlama stratejileri, markaların genç kitlelerle etkileşim kurmasına olanak tanımaktadır. Bu çalışma bir yandan yapay zekanın sosyal medya alanında çevrimiçi pazarlama çabalarını artırmak için işletmeler tarafından nasıl kullanıldığını araştırmayı, diğer yandan ise Influencerların gençlerin tüketim alışkanlıkları üzerindeki etkilerini derinlemesine irdelemeyi amaçlamaktadır. Bu bağlamda, Influencer pazarlamanın etkisi, günümüzün dijital çağında giderek artan bir önem kazanmaktadır ve genç tüketicilerin marka sadakati üzerinde kalıcı bir iz bırakmaktadır.

Keywords

Sosyal Medya, İletişim, Pazarlama, Yapay Zeka

ARTIFICIAL INTELLIGENCE IN SOCIAL MEDIA MARKETING AND THE EFFECTS ON YOUTH- THE CASE OF INSTAGRAM

Abstract

In today’s society, online marketing has become essential for almost every business. As digitalization accelerates, companies are increasingly compelled to strengthen their online presence and strategically position themselves within the digital space. Younger consumers, in particular, actively use social media platforms to inform their purchasing decisions. As a result, it is critical for brands to boost their visibility on these platforms and develop effective marketing strategies. With consumers becoming more mobile, they expect personalized experiences and seamless interactions across all touchpoints when engaging with a company. To address these challenges, the integration of artificial intelligence (AI) in marketing, alongside collaborations with influencers, has gained significant traction in recent years. AI plays a pivotal role in crafting personalized customer experiences, while influencers have considerable sway over young consumers. Social media campaigns are especially effective in shaping the consumption habits of adolescents, who tend to trust the recommendations and experiences shared by influencers. This trust significantly influences their purchasing behavior. In particular, influencer marketing strategies on platforms like Instagram enable brands to effectively connect with younger audiences. This study aims to explore how businesses utilize AI to enhance their online marketing efforts within the realm of social media, and to analyze the influence of influencers on the consumption patterns of young people. In this context, the growing impact of influencer marketing is increasingly shaping brand loyalty among young consumers, leaving a lasting effect in today’s digital age.

Keywords

Social Media, Communication, Marketing, Artificial Intelligence

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