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

Yıl 2025, Cilt: 8 Sayı: 2, 80 - 90, 30.10.2025

Arif Kırmızıkaya , Ahmet Can Akgün

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

Öz

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.

Anahtar Kelimeler

Influencer Marketing , Celebrity , Netflix , Descriptive Analysis

Etik Beyan

Ethics committee approval and/or legal/special permission is not required due to the use of published information in the study.

Destekleyen Kurum

The article did not receive financial support from any institution, organization or funding source.

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

Etik Beyan

Çalışmada yayınlanmış bilgilerin kullanımı nedeniyle etik kurul izni ve/veya yasal/özel izin gerekmemektedir.

Destekleyen Kurum

Makale, herhangi bir kurum, kuruluş veya fon kaynağından maddi destek almamıştır.

Kaynakça

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