ÜNİVERSİTE ÖĞRENCİLERİNİN INSTAGRAM’A YÖNELİK ALGILARININ METAFOR ANALİZİ İLE İNCELENMESİ

Öz

Sosyal medya sayesinde markalar, mevcut ve potansiyel müşterilerine ulaşma ve onlarla interaktif bir şekilde iletişim kurma imkânı bulurken, tüketiciler de markalar hakkındaki olumlu veya olumsuz düşüncelerini geniş kitlelere ulaştırabilmektedir. Sosyal medya ortamlarından biri olan Instagram’ı Z kuşağına mensup üniversite öğrencilerinin hangi amaçla kullandıklarının bilinmesi, bugün ve gelecekte hedef kitlesi Z kuşağı olan markaların uygulayacakları pazarlama stratejileri için önemli ipuçları sunmaktadır. Bu çalışmanın amacı Z kuşağının bir temsilcisi olan üniversite öğrencilerinin Instagram’a yönelik algılarının metafor analizi aracılığıyla tespit edilmesidir. Bu amaç doğrultusunda 63 Lisans, 32 Ön Lisans ve 14 Yüksek Lisans öğrencisi olmak üzere toplamda 109 öğrenciden elde edilen veriler incelenmiş ve 80 adet geçerli metafor elde edilmiştir. Elde edilen metaforların 58’inin olumlu, 22’sinin ise olumsuz anlam içerdiği görülmüştür. Olumlu anlam içeren metaforlar arasında en çok kullanılan ifadeler; ‘hayat-yaşam’, ‘hatırat-günlük’, ‘arkadaş’ ve ‘su’ iken, olumsuz anlam içeren metaforlar arasında ise en çok; ‘boşluk’, ‘bataklık’, ‘düşman’ gibi kelimelerin olduğu belirlenmiştir.

Anahtar Kelimeler

• Sosyal Medya Pazarlaması
• Metafor Analizi
• Dijital Pazarlama

EXPLORİNG THE PERCEPTIONS OF UNIVERSITY STUDENTS TOWARDS INSTAGRAM THROUGH METAPHOR ANALYSIS

Öz

Thanks to social media, brands have the opportunity to reach their current and potential customers and communicate with them in an interactive way, while consumers can convey their positive or negative thoughts about brands to large masses. Knowing the purposes for which university students belonging to Generation Z use Instagram, one of the social media environments, offers important clues for the marketing strategies to be implemented by brands whose target audience is Generation Z today and in the future. The aim of this study is to determine the perceptions of university students, who are the representatives of the Z generation, towards Instagram through metaphor analysis. For this purpose, the data obtained from a total of 109 students, including 63 undergraduate, 32 associate degree and 14 graduate students, were examined and 80 valid metaphors were obtained. It was seen that 58 of the metaphors obtained had positive meanings and 22 of them had negative meanings. Among the metaphors with positive meaning, the most used expressions are 'life', 'memory-diary', 'friend' and 'water'. Among the metaphors with negative meaning, the most; It has been determined that there are words such as 'space', 'swamp', 'enemy'.

Anahtar Kelimeler

• Social Media Marketing
• Metaphor Analysis
• Digital Marketing

Kaynakça

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