Nüfuzumu Kullanırken Ben: Türkiye’deki Moda Instabloggerlarının Ürün Yerleştirme Uygulamaları Üzerine bir İçerik Analizi

Yıl 2019, Cilt: 19 Sayı: 2, 415 - 436, 17.06.2019

Gül Şener Eda Öztürk H. Kemal Suher

https://doi.org/10.18037/ausbd.579205

Cited By: 2

Öz

Farkındalık ve ürünlere yönelik talep yaratma konusunda giderek artan nüfuzları, bloggerları

markalar için vazgeçilmez birer pazarlama oyuncusuna d.nüştürmüştür. Zaman içinde

oluşturdukları takipçi tabanlarına yönelik sürekli içerik paylaşımında bulunan bu dijital elitler,

Nüfuz Pazarlaması’nın yeni otoriteleri haline gelmiştir. Markalar ise ticari değeri olan bu içeriğin

parçası olmanın yolu olarak genellikle ürün yerleştirme çalışmalarını seçmektedir. Bu çalışmanın

amacı, Türkiye’deki moda Instabloggerları’nın yaptıkları Instagram paylaşımlarına içerik analizi

yöntemi uygulayarak ürün yerleştirme pratiklerinin belirleyici unsurlarını ortaya koymaktır.

Yapılan analiz sonucunda, hesabın büyüklüğü (Mega, Orta Gü., Mikro) ve türünün (Sokak

Modası/Yüksek Moda) yapılan ürün yerleştirmelerin belirginlik, interaktivite, anlatısal uyum ve

etkileşim düzeyinde istatistiksel olarak anlamlı farklar yarattığı bulgulanmıştır.

Anahtar Kelimeler

Nüfuz Pazarlaması, Ürün Yerleştirme, Instagram, Moda Instabloggerı

Kaynakça

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