SOCIAL MEDIA MARKETING: A LITERATURE REVIEW ON THE EXAMPLE OF INSTAGRAM

Yıl 2022, , 135 - 144, 31.12.2022

Hande Kafadar

https://doi.org/10.54439/gupayad.1196939

Öz

Purpose: The purpose of this study is to analyze Instagram, one of the social media marketing platforms, by determining the situation in the context of relevant literature. Materials and Method: Document analysis, one of the qualitative research methods, was used in the research. As the working document of the research, within the scope of the purpose of the research, national and international publications in the literature related to the keywords "social media", "social media marketing", "Instagram", "Instagram marketing" were discussed. The content analysis of the studies found in the relevant research literature is offered. Findings: Consumers increasingly actively participate in promotions and marketing across multiple media platforms and communicate. Individuals' purchase decisions for a product or service are increasingly influenced by both psychological and socio-cultural elements, as a result of the development of technologies. In the relevant literature, it has been discovered that modern consumers obtain information interactively through marketing communication efforts, which is related to the active role social media play in consumers' lives. Results: As a result, businesses began to make new marketing strategies, and eventually, these astonishing and intriguing outcomes began to influence individuals' product and service purchasing decisions. Because consumption is no longer unilateral, and consumers now influence the marketing methods of firms. It is anticipated that the research results will shed light on the determination of the existing state of marketing knowledge.

Anahtar Kelimeler

Social media, social media marketing, Instagram

BİR SOSYAL MEDYA PAZARLAMASI ÖRNEĞİ OLARAK INSTAGRAM PAZARLAMASI DURUM TESPİTİ

Öz

Amaç: Bu araştırmanın amacı, sosyal medya pazarlamasının platformlarından biri olan Instagram’ın ilgili literatür bağlamında durum tespiti yapılarak değerlendirilmesidir. Gereç ve Yöntem: Araştırmanın yöntemi nitel araştırma yöntemlerinden doküman incelemesidir. Gelişen iletişim teknolojileriyle hem sanal anlamda hem de normal yaşantılarında bireylerin kararlarında etkili olmak için kullanılabilecek Araştırmanın çalışma dokümanı olarak araştırmanın amacı kapsamında “sosyal medya”, “sosyal medya pazarlaması”, “Instagram”, “Instagram pazarlaması” anahtar kelimeleri ile ilgili literatürdeki ulusal ve uluslararası yayınlar ele alınmıştır. Araştırmada elde edilen ilgili literatürdeki araştırmaların içerik analizi şeklinde sunulmuştur. Bulgular: Tüketiciler bugün artık farklı mecralardaki tanıtım ve reklamlara aktif olarak katılımda bulunup, iletişim içine girmektedir. Gelişen teknolojiler sayesinde bireyler artık bir mal veya hizmete yönelik alım kararlarında geçmişe göre daha farklı bir eğilim içinde bulunmaktadır ve hem psikolojik hem de sosyo kültürel etkenler onların alım kararına etki göstermektedir. Sonuç: İlgili literatürdeki araştırmalarda bugünün tüketicileri pazarlamaya yönelik iletişim faaliyetlerinden de interaktif bir şekilde bilgi edindiği ve bu durumun da sosyal medyanın tüketicilerin hayatının içinde aktif bir şekilde rol alması ile bağlantılı olduğu belirlenmiştir. Bunun sonucu olarak da işletmeler daha farklı pazarlama kararları almaya başlamış ve nihayetinde dikkat çekici, merak uyandırıcı bu farklı çıktılar bireylerin ürün ve hizmet alım kararlarını da değiştirmeye başlamıştır. Çünkü günümüzde tüketim tek taraflı olmaktan çıkmış, tüketiciler artık işletmelerin pazarlama stratejilerini de etkiler hale gelmiştir. Bu bağlamdan yola çıkılarak Araştırmanın sonuçlarının güncel pazarlama anlayışının mevcut durumunun geldiği noktanın tespiti açısından ışık tutacağı düşünülmektedir.

Anahtar Kelimeler

Sosyal medya, sosyal medya pazarlaması, Instagram

Kaynakça

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