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

Yıl 2022, Cilt: 3 Sayı: 2, 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

• Agam, D. N. L. A. (2017). The impact of viraljrriarketing through Instagram. Australasian Journal of Business, Social Science and Information Technology, 4(1), 40-45.
• Coman, A., Grigore, A. M., & Hudea, O. S. C. (2017). Why Social Media Is an Achilles Heel? A Multi-dimensional Perspective on Engaged Consumers and Entrepreneurs. In International Conference on Social Computing and Social Media (pp. 139-158). Cham: Springer.
• Constantinıdes, E., & Stagno, M. Z. (2011). Potential of the social media as ınstruments of higher education marketing: A segmentation study. Journal of Marketing For Higher Education, 21.
• Ferwerda, B. & Tkalcic, M. (2018). Predicting Users' Personality from Instagram Pictures: Using Visual and/or Content Features? (pp. 157-161). In The 26th Conference on User Modeling, Adaptation and Personalization, Singapore.
• Fleming-Milici, F., & Harris, J.L. (2020). Adolescents’ engagement with unhealthy food and beverage brands on social media. Appetite,146, 104501.
• Güçdemir, Y. (2017). Sosyal medya halkla ilişkiler, reklam ve pazarlama. İstanbul: Der Yayınları.
• Handayani, A. D., Cahyono. B. Y., & Widiati, U. (2018). The Use of Instagram in the Teaching of EFL Writing: Effect on Writing Ability and Students’ Perceptions. Studies in English Language Teaching, 6(2), 112.
• He, W. (2016). Networked public: Social media and social change in contemporary China. Springer.
• Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What we Instagram: A first analysis of Instagram photo content and user types. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 8, No. 1).
• Investopedia (2021, September 18). The Story of Instagtam: The Rise of the #1 Photo-Sharing Application: https://www.investopedia.com/articles/investing/102615/story-Instagtam-rise-1-photo0sharing-app.asp
• Kelsey. T. (2017). Introduction to Social Media Marketing: A Guide for Absolute Beginners, Apress.
• Kennedy, G. (2015). Social media: Master social media marketing: Facebook, Twitter. YouTube & Instagram. CreateSpace.
• Lei, T., & Zhang, S. (2017). Research on the Social Experience of Mobile Internet Products. In International Conference on Social Computing and Social Media (pp. 84-93). Cham: Springer.
• Maynard, D., Roberts, I., Greenwood, M. A., Rout, D., & Bontcheva, K. (2017). A framework for real-time semantic social media analysis. Journal of Web Semantics, 44, 75-88.
• Miles, J. (2014). Instagram power: Build your brand and reach more customers with the power of pictures. New York, NY: McGraw-Hill Education.
• Nielsen (2011). The State Of The Media: The Social Media Report Q3 2011: http://www.nielsen.com/us/en/insights/reports-downloads/2011/social- media- report-q3.html
• Pilar, L., Balcarova, T., Rojik, S., Ticha, I., & Polakova, J. (2018). Customer experience with farmers’ markets: what hashtags can reveal. International Food and Agribusiness Management Review, 21(1030-2018-3336), 755-770.
• Pilar, L., Poláková, J., Gresham, G., Rojík, S., & Tichá, I. (2017). Why people use hashtags when visiting farmers’ markets (pp. 287-292). In Proceedings of the 26th International Scientific Conference: Agrarian Perspectives.
• Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155-167.
• Rafinda, A., Suroso, A., Rafinda. A., & Purwaningtyas, P. (2018). Formative variables of trustworthiness on Instagram online sellers. In Performance (Vol. 25, No. 2, pp. 1-7).
• Rahardjo, S. (2018). Preferable interior elements on Instagram photos at contemporary coffee shops. Mudra Jurnal Seni Budaya, 33(3), 388-394.
• Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its úse and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97.
• Tankovska, H. (2021). Number of Global Social Network Users 2017–2025. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/, Accessed on: 02.05.2021
• Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
• Tiggemann, M., Hayden, S., Brown, Z., & Veldhuis, J. (2018). The effect of Instagram “likes” on women’s social comparison and body dissatisfaction. Body Image, 26, 90-97.
• Ting, H., Ming, W. W. P., Run, E. C., & Choo, S. L. Y. (2015). Beliefs about the use of Instagtam: An exploratory study. International Journal of Business and Innovation, 2(2), 15-31.
• Trevinal, A. M., & Stenger, T. (2014). Toward a conceptualization of the online shopping experience. Journal of Retailing and Consumer Services, 21(3), 314-326.
• Usher, K., Woods, C., Casella, E., Glass, N., Wilson, R., Mayner, L., Jackson, D. Brown, J., Duffy, E., Mather, C. & Cummings, E., (2Q14). Australian health professions student use of social media. Collegian, 21(2), 95-101.
• Vendemia, M. A., & DeAndrea, D. C. (2018). The effects of viewing thin, sexualized selfies on Instagram: Investigating the role of image source and awareness of photo editing practices. Body Image, 27, 118-127.
• Weilenmann, A., Hillman, T., & Jungselius, B. (2013, April). Instagram at the museum: communicating the museum experience through social photo sharing. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 1843-1852).
• Weinberg, B. D., de Ruyter, K., Dellarocas, C., Buck. M., & Keeling, D. I. (2013). Destination social business: Exploring an organization's journey with social media, collaborative community and expressive individuality. Journal of Interactive Marketing, 27(4), 299-310.
• Worldometers (2021). Current World Population, https://www.worldometers.info/world-population/. www.statista.com
• Xu, C., Wong, D.W., & Yang, C. (2013). Evaluating the “geographical awareness” of individuals: An exploratory analysis of twitter data.Cartogr. Geogr. Inf. Sci., 40, 103–115.
• Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311-323.
• Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11-19.
• Yıldırım, A., & Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
• Zhang, K., Geng, Y., Zhao, J., Liu, J., & Li, W. (2020). Sentiment Analysis of Social Media via Multimodal Feature Fusion. Symmetry, 12(12), 2010.
• Zhang. K. Z., Benyoucef, M., & Zhao, S. J. (2016). Building brand loyalty in soflal commerce: The case of brand microblogs. Electronic Commerce Research and Applications, 15, 14-25.
• Zhou, J., Liu, F., & Zhou, H. (2018). Understanding health food messages on Twitter for health literacy promotion. Perspect. Public Health, 138, 173–179.
• Zhou, L., Zhang, P., & Zimmermann, H. D. (2013). Social commerce research: An integrated view. Electronic Commerce Rese-arçtfidnd Applications, 12(2), 61-68.
• Zhu, Z., Wang, J., Wang, X., & Wan, X. (2016). Exploring factors of user’s peer-influence behavior in social media on purchase intention: Evidence from QQ. Computers in Human Behavior, 63, 980-987.