ALTI PARÇALI MESAJ STRATEJİSİ ÇEMBERİNİN INSTAGRAM’DA YAYINLANAN MARKA GÖNDERİLERİ ÜZERİNE BİR UYGULAMASI

Yıl 2020, Cilt: 8 Sayı: 2, 785 - 804, 30.09.2020

A. Mücahid Zengin Güldane Zengin

https://doi.org/10.19145/e-gifder.719242

Cited By: 4

Öz

Günümüzde Instagram sosyal medya kullanıcılarına erişmek için kullanılabilecek en önemli platformlardan biridir. Markalar Instagram’da ücretli ortaklıklar ya da reklamlar yayınlayabilir. Markalar buna ek olarak Instagram’daki profillerine ürün ve hizmetleri ile ilgili fotoğraflar ve videolar göndererek tüketicilere erişmeye ve onlarla etkileşim kurmaya çalışabilirler. Bu çalışmada Taylor’ın (1999) altı parçalı mesaj stratejisi çemberi kullanılarak markaların hedef kitlelerine mesajlarını Instagram üzerinden nasıl aktardıkları ele alınmıştır. Farklı kategorilerden 10 marka seçilmiş ve bu markaların Şubat-Mayıs 2018 tarihleri arasındaki toplam 300 gönderisi incelenmiştir. Elde edilen bulgulara göre, aktarım stratejisi, ritüel stratejisine göre daha fazla kullanılmaktadır. En sık kullanılan mantık stratejisini (%75,9) duyusal (%45,4) ve rutin stratejileri (%33,7) izlemektedir. Ego, en az kullanılan stratejidir (%4,3). Yaratıcı yaklaşımlarda ise sıralama genel bilgisel (%62,3), genel dönüşümsel (%17,7) ve kullanım durumu (%10) şeklindedir. Buna ek olarak, bilgisel yaratıcı yaklaşımların en çok aktarım stratejisi ile; dönüşümsel yaratıcı yaklaşımların ise, kullanım durumu stratejisi hariç olmak üzere, aktarım stratejisi ile birlikte kullanıldığı bulgusuna ulaşılmıştır.

Anahtar Kelimeler

Mesaj Stratejisi, Sosyal Medya, Altı Parçalı Mesaj Stratejisi Çemberi, Marka İletişimi

AN APPLICATION OF THE SIX-SEGMENT MESSAGE STRATEGY WHEEL TO BRAND POSTS ON INSTAGRAM

Öz

Instagram is one of the most important platforms to reach social media users today. Brands can use Instagram for paid partnerships and sponsored posts. They can also use their profiles to reach and engage with consumers by posting photos and videos about their products and services. This study employs Taylor’s (1999) six-segment message strategy wheel to explore how brands are using their Instagram profiles to convey brand messages to their target audiences. 10 brands from various product and service categories are selected and a total of 300 brand posts from February to May 2018 were analyzed. The findings indicate that transmission message strategies are used more than ritual strategies. Ration strategy was most frequently used strategy (75,9%), followed by sensory (45,4%) and routine strategies (33,7%). Ego is the least used strategy (4,3%). General-informational was most frequently used creative approach (62,3%), followed by general-transformational (17,7%) and use occasion (10,0%). It is also revealed in this study that informational creative approaches were used with transmission strategy. Transformational creative approaches’ were used mostly with ritual strategy with the exception of is “Use Occasion” strategy.

Anahtar Kelimeler

Message Strategy, Social Media, Six-Segment Message Strategy Wheel, Brand Communication

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