Influencer Pazarlama Bağlamında “Celebrity” Dizisinin Betimsel Analiz ile İncelenmesi

Arif Kırmızıkaya; Ahmet Can Akgün

doi:10.38057/bifd.1775136

EN TR

A Review on “Celebrity” TV Series in The Context of Influencer Marketing

Abstract

Today's changing market conditions have affected communication activities and led to the emergence of innovative approaches. One of these innovative approaches is influencer marketing. An important social media marketing tool, influencer marketing provides brands with the opportunity to reach wider target audiences. In particular, influencers' posts reach large audiences and influence consumers' purchasing behaviour. This study was conducted to contribute to the field of integrated marketing communication studies. The study focuses on Celebrity, one of the popular Netflix series from South Korea. The series, selected through purposive sampling, draws attention for its striking portrayal of influencer marketing, a rapidly growing trend in today's world. Examining the changes in modern marketing through this series highlights the importance of the study. The first five episodes of the Celebrity series on Netflix were analysed using descriptive analysis. According to the study's findings, Celebrity series highlights the importance of fame, money, and prestige associated with being an influencer.

Keywords

Influencer Marketing , Celebrity , Netflix , Descriptive Analysis

Influencer Pazarlama Bağlamında “Celebrity” Dizisinin Betimsel Analiz ile İncelenmesi

Öz

Günümüzde değişen piyasa koşulları pazarlama iletişim faaliyetlerini etkilemiş ve yenilikçi yaklaşımların ortaya çıkmasını sağlamıştır. Bu yenilikçi yaklaşımlar içerisinde; metaverse, etkileşimli pazarlama, sosyal medya pazarlaması, spor pazarlaması, viral pazarlama, deneyimsel pazarlama ve influencer pazarlama öne çıkmaktadır. Popüler ve dikkat çekici bir pazarlama aracı olan influencer pazarlama ya da bir başka ifade ile etkileyici pazarlama, markalara daha geniş hedef kitlelere erişebilme olanağı sunmaktadır. Bu yönüyle influencer pazarlama yaklaşımı modern pazarlama iletişim stratejilerinin vazgeçilmez bir unsuru haline gelmiştir. Çalışma bütünleşik pazarlama iletişim çalışmalarına katkı sunmak amacıyla hazırlanmıştır. Çalışmada Güney Kore’nin popüler Netflix dizilerinden biri olan Celebrity ele alınmıştır. Amaçlı örneklem bağlamında belirlenen dizi, günümüzün yükselen trendi olan influencer pazarlamasını çarpıcı bir şekilde ele alması bakımından dikkat çekmektedir. Bu dizi üzerinden modern pazarlamada yaşanan değişimlerin incelenmesi çalışmanın önemini ortaya koymaktadır. Çalışma kapsamında Netflix’te yayımlanan Celebrity dizisinin ilk beş bölümü betimsel analiz ile incelenmiştir. Araştırmanın bulgularına göre Celebrity dizisi, influencer olmanın getirdiği şöhret, para ve prestijin önemini ortaya koymaktadır.

Anahtar Kelimeler

Influencer Pazarlama , Celebrity , Netflix , Betimsel Analiz

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Pazarlama (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Arif Kırmızıkaya ^*
0000-0002-1445-9643
Türkiye

Ahmet Can Akgün
0000-0001-5097-8291
Türkiye

Erken Görünüm Tarihi

30 Ekim 2025

Yayımlanma Tarihi

30 Ekim 2025

Gönderilme Tarihi

31 Ağustos 2025

Kabul Tarihi

8 Ekim 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 8 Sayı: 2

DOI

https://doi.org/10.38057/bifd.1775136

IZ

https://izlik.org/JA86RJ24FY

APA

Kırmızıkaya, A., & Akgün, A. C. (2025). Influencer Pazarlama Bağlamında “Celebrity” Dizisinin Betimsel Analiz ile İncelenmesi. Bucak İşletme Fakültesi Dergisi, 8(2), 80-90. https://doi.org/10.38057/bifd.1775136

Bu eser Creative Commons Atıf 4.0 Uluslararası Lisansı ile lisanslanmıştır.

A Review on “Celebrity” TV Series in The Context of Influencer Marketing

Abstract

Keywords

Influencer Pazarlama Bağlamında “Celebrity” Dizisinin Betimsel Analiz ile İncelenmesi

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster