Sürdürülebilir Modaya Yön Veren Markaların Instagram Gönderileri Üzerine Bir Araştırma

Öz

Günümüzde sürdürülebilir moda markalarının sosyal medya platformlarını etkili ve etkileşimli bir şekilde kullanmaları son derece önemli hale gelmiştir. Markalar hedef kitleleri ile etkileşim kurmak ve ürün/hizmet tanıtımlarını yapmak, kampanyalarını duyurmak için sıklıkla sosyal medyayı kullanmakta ve sosyal medya stratejilerini planlamaktadır. Sosyal medya platformları ile hedef kitlelerine daha kolay ulaşabilen markalar, oluşturdukları içeriklerle marka farkındalığı ve marka sadakati oluşturabilmektedir. Öte yandan sosyal ağ sitelerinin özellikle de Instagram’ın hikayeler, yönlendirme linki, hashtag, video, resim gibi işlevlere sahip olması da marka imajı ve marka bilinirliğini artırmaya yardımcı olurken etkileşimi de daha üst düzeylere çıkarabilmektedir. Sonuç olarak, markalar sürdürülebilirlik eylemlerine önem vermeye başlayarak reklam ve pazarlama stratejilerine sürdürülebilirlik faaliyetlerini dahil etmekte ve sosyal medya platformları ile hedef kitlelerine ulaştırmaktadır. Bu kapsamda çalışmanın amacı, sürdürülebilir moda markaların bir pazarlama, reklam aracı olarak Instagram’ı nasıl kullandıklarını ve sürdürülebilirlik vaatlerini gönderilerine yansıtıp yansıtmadıklarını incelemektir. Çalışmada, nicel içerik analizi yöntemi kullanılmıştır. Sürdürülebilir modaya yön veren 10 markanın Instagram gönderileri incelenmiştir. Araştırma sonucunda, markaların gönderilerinde hashtag, emoji, alt yazı ve ünlü etkileyici kullanımının ön planda olduğu belirlenmiştir. Bunun yanı sıra markaların gönderilerinde en fazla duygusal mesaj stratejisinin kullanıldığı saptanmıştır. Bir diğer bulgu ise bazı markaların sürdürülebilirlik ile ilgili paylaşımlarının olmadığıdır. Bu doğrultuda moda markalarının Instagram’ın özelliklerini daha etkin kullanması, dijital etkileyicilere ve sürdürülebilirlik ile ilgili gönderilere daha fazla yer vermesi önerilmektedir.

Anahtar Kelimeler

• Moda Markalar
• Sürdürülebilirlik
• Sosyal medya
• Instagram
• Marka Gönderileri

A Research on Instagram Posts of Brands Giving Directions to Sustainable Fashion

Öz

Today, it has become extremely important for sustainable fashion brands to use social media platforms effectively and interactively. Brands frequently use social media and plan their social media strategies to interact with their target audiences, promote their products/services, and announce their campaigns. Brands that can reach their target audiences more easily through social media platforms can create brand awareness and brand loyalty with the content they create. On the other hand, the fact that social networking sites, especially Instagram, have functions such as stories, referral links, hashtags, videos, pictures, etc. helps to increase brand image and brand awareness while increasing interaction to higher levels. As a result, brands have started to attach importance to sustainability actions, incorporate sustainability activities into their advertising and marketing strategies, and reach their target audiences through social media platforms. In this context, the aim of this study is to examine how sustainable fashion brands use Instagram as a marketing and advertising tool, and whether they reflect their sustainability promises in their posts. In the study, quantitative content analysis method was used. Instagram posts of ten brands that shape sustainable fashion were analyzed. As a result of the research, it was determined that the use of hashtags, emoji, captions and celebrity influencers were at the forefront in the posts of the brands. In addition, it was determined that emotional message strategy was mostly used in the posts of the brands. Another finding is that some brands do not have posts about sustainability. In this direction, it is recommended that fashion brands should use the features of Instagram more effectively and include more digital influencers and sustainability-related posts.

Anahtar Kelimeler

• Fashion Brands
• Sustainability
• Social Media
• Instagram
• Brand Posts

Kaynakça

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