EVALUATION OF PERSONAL BRAND MIX 7C IN TERMS OF YOUTUBERS

Yıl 2022, Cilt: 24 Sayı: 2, 683 - 706, 30.06.2022

Sevtap Ünal , Gülşah Karslı

https://doi.org/10.16953/deusosbil.1092360

Cited By: 1

Öz

Personal branding is about people positioning themselves in the market they are in. Today, especially after the rapid developments in the digital world, personal branding has started to manage its relations with its target audiences through social media channels. With the differentiation of the personal brand, especially with the development of social media, 7P which is known as the marketing mix and has started to turn into 7C (Character, Credibility, Channels, Content, Contacts, Consistency) over time.
The purpose of this research is to investigate the perceptions of follower groups of Youtubers, one of the most visible faces of personal branding, based on 7C. The interviews have been conducted by applying a qualitative research methodology. The research questions were formed to cover 7Cs. At the end of the interviews, the data collected from the participants were analyzed by using content analysis. Since the studies based on 7C are not many in the marketing literature, it is thought that the study will create a unique contribution value in this sense. It also differs in that it deals with the subject of YouTubers, who are on the agenda of the last period and each of them has turned into a personal brand with its own channel. As a result of the study, it was revealed that the content and the credibility are gained the most by the participants from the 7Cs. This study focuses on social media phenomena within the scope of 7C. This can be generalized in other studies.

Anahtar Kelimeler

Personal Branding, Youtube, YouTuber, Social Media, Social Media Channels

YOUTUBER’LARIN KİŞİSEL MARKALAMANIN 7C’Sİ AÇISINDAN DEĞERLENDİRİLMESİ

Öz

Kişisel markalaşma, insanların içinde bulundukları pazarda kendilerini konumlandırmalarıyla ilgilidir. Günümüzde özellikle dijital dünyadaki bu hızlı gelişmelerin ardından kişisel markalaşma, hedef kitleleri ile olan ilişkilerini sosyal medya kanalları üzerinden yönetmeye başlamışlardır. Kişisel markalaşmanın farklılaşması, özellikle sosyal medyanın gelişmesiyle birlikte pazarlama karması olan 7P, zamanla 7C'ye dönüşmeye başlamıştır (Karakter, Güvenilirlik, Kanallar, İçerik, İletişim Kurmak, Tutarlılık).
Bu araştırmanın amacı, kişisel markalaşmanın en görünür yüzlerinden biri olan Youtuber'lar hakkında takipçilerin algılarını 7C'den yola çıkarak incelemektir. Nitel araştırma yönteminin bir türü olan görüşme yöntemi ile gerçekleştirilmiştir. Araştırmada 7 C'yi kapsayacak şekilde araştırma soruları oluşturulmuştur. 7C'yi baz alarak yapılan çalışmalar pazarlama literatüründe fazla olmadığı için bu anlamda çalışmanın özgün katkı değeri yaratacağı düşünülmektedir. Konuyu son dönemin gündeminde olan ve her biri kendi kanalı ile kişisel markaya dönüşen YouTuber'larla ele alması bakımından da farklılaşmaktadır. Çalışma sonucunda katılımcıların 7C içinde en çok içerik ve inandırıcılığa önem verdiği ortaya çıkmıştır. Gelecekteki çalışmalar spesifik bir sektöre odaklanabilir. Bu çalışmada 7C kapsamında sosyal medya fenomenlerine odaklanılmıştır. Başka çalışmalarda bu daha genelleştirilebilir.

Anahtar Kelimeler

Kişisel Markalaşma, YouTube, YouTuber, Sosyal Medya, Sosyal Medya Kanalları

Kaynakça

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