TY  - JOUR
T1  - Markaların Influencer İletişimi Stratejileri: Halkla İlişkiler Uzmanlarının Perspektifinden Nitel Bir Araştırma
TT  - Brands' Influencer Communication Strategies: A Qualitative Study from the Perspective of Public Relations Professionals
AU  - Üstünbaş Erdoğan, Birgül
PY  - 2025
DA  - November
Y2  - 2025
DO  - 10.47998/ikad.1754304
JF  - İletişim Kuram ve Araştırma Dergisi
PB  - Ankara Hacı Bayram Veli Üniversitesi
WT  - DergiPark
SN  - 2147-4524
SP  - 133
EP  - 152
IS  - 71
LA  - tr
AB  - Günümüzde markaların dijital ortamlarda hedef kitleleriyle etkili iletişim kurma arayışı, halkla ilişkiler uygulamalarınıyeniden şekillendirmiş ve sosyal medya etkileyicilerini bu sürecin önemli aktörleri hâline getirmiştir. Bu doğrultudainfluencer iletişimi, markaların görünürlük kazanması ve hedef kitlelerle daha samimi ilişkiler geliştirmesi için stratejikbir araç olarak öne çıkmaktadır. Bu çalışma, markaların influencer iletişimi stratejilerini halkla ilişkiler perspektifindenincelemeyi amaçlamaktadır. Markaların influencer iletişimini halkla ilişkiler stratejileriyle nasıl bütünleştirdiği ve busüreci hangi uygulama biçimleri doğrultusunda yapılandırdığı araştırılmaktadır. Nitel araştırma yöntemiyle tasarlanançalışmada, İletişim Danışmanlığı Şirketleri Derneği’ne (İDA) üye olan ajanslar içerisinden 10 (on) halkla ilişkiler profesyoneliile yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Bulgulara göre influencerlar, markalar için en çok güven inşa edenve marka sözcüsü gibi işlevlerle tanımlanmakta; halkla ilişkiler faaliyetlerine entegre edilmelerinin temel nedeni olarakhedef kitleyle samimi iletişim, güven artırma ve dijital görünürlük ihtiyacı öne çıkmaktadır. Influencer seçiminde en çokhedef kitle uyumu, içerik kalitesi ve özgünlük ile takipçi güvenilirliği dikkate alınmaktadır. Kurumsal itibar yönetimi, etkinlikyönetimi ve pazarlama iletişimi öne çıkan uygulama alanları olurken, kampanya etkinliğinin ölçümlenmesinde etkileşimoranı, görüntülenme ve erişim sayıları gibi dijital metriklerin kullanıldığı görülmektedir. En çok tercih edilen platformise Instagram’dır. Kampanyalarda içerik üretim süreci stratejik biçimde brief, fikir alışverişi ve uyum aşamalarındangeçmekte; markalar yönlendirici bir rol üstlenmektedir.
KW  - Dijital İletişim
KW  - Influencer İletişimi
KW  - Stratejik İletişim
KW  - Halkla İlişkiler Uygulamaları
KW  - Halkla İlişkiler Yöntem ve Araçları
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UR  - https://doi.org/10.47998/ikad.1754304
L1  - https://dergipark.org.tr/tr/download/article-file/5105446
ER  -