CGI TABANLI REKLAMLARIN SOSYAL MEDYA ETKİLEŞİMİNİN DEĞERLENDİRİLMESİ: POPÜLER MARKA REKLAMLARININ İNCELENMESİ

Öz

Bu çalışma, CGI (Computer-Generated Imagery) tabanlı reklamların markaların sosyal medya etkileşimleri üzerindeki rolünü incelemeyi amaçlamaktadır. Bu doğrultuda amaçlı örnekleme yöntemi ile Instagram platformundaki 20 popüler marka seçilmektedir. Sözü edilen markaların CGI tabanlı ve CGI olmayan reklamları beğeni, yorum, paylaşım ve görüntülenme metrikleri üzerinden incelenmektedir. Araştırmada, nitel araştırma yöntemi kullanılmaktadır. Markaların Instagram hesaplarında yer alan ve 2023-2024 tarihler arasındaki CGI tabanlı (n=40) ve CGI tabanlı olmayan (n=40) reklamlardan seksen reklam seçilmektedir ve sözü edilen reklamlar betimsel analiz tekniği ile analiz edilmektedir. Araştırmada, CGI reklamların sosyal medya etkileşim metriklerinde (beğeni, yorum, paylaşım ve görüntüleme) CGI olmayan reklamlara göre üstünlük gösterdiği görülmektedir. Bunun yanı sıra CGI reklamların 2023 ve 2024 sosyal etkileşim metriklerine bakıldığında, CGI reklamların etkisinin zamanla azalma eğiliminde olduğu tespit edilmektedir. Çalışma verilerinden, CGI (Computer-Generated Imagery) tabanlı reklamların markaların sosyal medya etkileşimleri üzerinde rolü olduğunu sonucuna varılmaktadır. CGI tabanlı reklamlar, sağlamış olduğu avantajlar (dikkat çekici görseller, etkileyici hikayeler, yaratıcılık, viral potansiyel vb.) ile markaların sosyal medyada geniş kitlelere ulaşmasını ve hedef kitlelerin dikkatlerini çekmede etkili bir araçtır. Aynı zamanda sosyal medya etkileşimini arttırmada önemli bir potansiyele sahip olduğu dikkat çekmektedir. Bunun yanı sıra çalışmada, hedef kitlenin CGI reklamlara olan ilgisinin sıradanlaşabileceği riskini taşıdığı sonucuna varılmaktadır. Bu nedenle CGI reklamların etkisinin uzun vadede sürdürülebilir olması için içerik stratejilerinin yenilikçi ve hedef kitleye uygun şekilde geliştirilmesi gerekmektedir.

Anahtar Kelimeler

• CGI
• CGI Reklam Uygulamaları
• Marka
• Sosyal Medya

EVALUATION OF SOCIAL MEDIA INTERACTION OF CGI BASED ADVERTISEMENTS: EXAMINATION OF POPULAR BRAND ADVERTISEMENTS

Öz

This study aims to examine the role of CGI (Computer-Generated Imagery) based advertisements on brands' social media interactions. In this direction, 20 popular brands on the Instagram platform are selected by purposive sampling method. The CGI-based and non-CGI-based advertisements of the mentioned brands are analysed through the metrics of likes, comments, shares and views. Qualitative research method is used in the research. Eighty advertisements are selected from CGI-based (n=40) and non-CGI-based (n=40) advertisements on the Instagram accounts of brands between 2023 and 2024, and these advertisements are analysed by descriptive analysis technique. In the study, it is seen that CGI ads are superior to non-CGI ads in social media interaction metrics (likes, comments, shares and views). In addition, looking at the social interaction metrics of CGI ads in 2023 and 2024, it is determined that the effect of CGI ads tends to decrease over time. From the study data, it is concluded that CGI (Computer-Generated Imagery) based advertisements have a role on the social media interactions of brands. CGI-based advertisements are an effective tool for brands to reach large audiences on social media and attract the attention of target audiences with the advantages it provides (remarkable visuals, impressive stories, creativity, viral potential, etc.). At the same time, it is noteworthy that it has an important potential to increase social media interaction. In addition, the study concludes that there is a risk that the target audience's interest in CGI adverts may become ordinary. Therefore, in order for the effect of CGI adverts to be sustainable in the long term, content strategies should be developed in an innovative and appropriate way for the target audience.

Anahtar Kelimeler

• CGI
• CGI Advertising Applications
• Brand
• Social Media

Kaynakça

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