Yapay Zeka Destekli Sanal Etkileyiciler: Türkiye’deki Sanal Etkileyicilere Yönelik Kullanıcı Tepkileri Üzerine Bir Araştırma

Öz

Yapay zeka destekli oluşturulan sanal etkileyiciler, tüm dünyada olduğu gibi Türkiye’de de ilgi çekmektedir. Sanal etkileyiciler, insan olan etkileyiciler gibi sosyal medya kullanıcılarını etkileyebilmekte, belirli duygulara sahip olması ve istenen şekilde davranması yönünde kullanıcıları teşvik edebilmektedir. Sanal etkileyicilerin giderek daha fazla önem kazanması, bu konudaki araştırmaları da zorunlu kılmaktadır. Şöyle ki sanal etkileyicilere ilişkin cevaplanmamış ve merak edilen güvenirlik, etkileyicilik, satışları destekleme durumu gibi pek çok soruyla karşı karşıya bulunulmaktadır. Bu çalışmada, Türkiye’de varlık gösteren sanal etkileyicilere yönelik Instagram kullanıcılarının tepkilerini ortaya koymak amaçlanmıştır. Bu doğrultuda Türkiye’de bulunan Alin ve Alara X adlı iki sanal etkileyicinin Instagram paylaşımlarına gelen kullanıcı yorumları içerik analiziyle incelenmiştir. Elde edilen verilere göre, kullanıcıların sanal etkileyicilere karşı yorumları genellikle olumlu yöndedir. Ardından kullanıcıların sanal etkileyiciye şüpheyle yaklaştığı, yapay zeka olup olmadığını, gerçekçi olup olmadığına gönderme yaptığı sorgulayıcı yorumlar gelmektedir. Az sayıda kullanıcı, fiziksel görünüşün korkutucu olduğuna ilişkin fikirlerini de paylaşmıştır. Araştırmanın sonucuna göre, sanal etkileyicilerin sosyal medya kullanıcıları tarafından benimsendiğini söylemek yanlış olmayacaktır.

Anahtar Kelimeler

• Yapay Zeka
• Sanal Etkileyici
• Instagram
• Etkileyici
• Sosyal Medya

Artificial Intelligence-Generated Virtual Influencers: A Study on User Reactions towards Virtual Influencers in Türkiye

Öz

This research focuses on virtual influencers who have begun to attract attention in Türkiye as well as around the world. In line with the purpose of the research, it was aimed to determine the reactions and approaches of users towards virtual influencers operating in Türkiye. In this direction, the user comments made on the posts on the Instagram accounts of virtual influencers Alin and Alara X, who actively use their Instagram accounts, were examined using the content analysis method. Descriptive content analysis was used to determine the emotional state in the comments on Instagram posts; thematic content analysis was used to determine the themes of the comments. The Instagram posts of virtual influencers named Alin and Alara X were examined between August 12 and September 4, 2024, and 302 comments on the last five posts of each virtual influencer were analyzed. Responses to comments made by users on the posts were not included in the review. According to the findings obtained from the research, it was observed that users reacted positively to virtual influencers Alin and Alara X and adopted them. They generally sent expressions and emojis containing meanings such as appreciation, liking and support to virtual influencers. It was observed that there were also some negative expressions towards the virtual influencer named Alin. In the negative expressions, the artificiality, unnaturalness and scary appearance of the virtual influencer's physical appearance were emphasized. On the other hand, users made almost no comments expressing negative feelings towards the virtual influencer Alara X. It is also necessary to say that a significant portion of users have a neutral emotional state towards virtual influencers. It was observed that the feelings of questioning and discovering the virtual influencer were prominent in the neutral comments of the users. In another stage of the research, user comments on the shares of virtual influencers analyzed were divided into themes. The themes that emerged from the 302 comments analyzed are as follows: Like/Positive, Dislike/Negative, Artificial Intelligence Questioning, Desire to Communicate, Asking for Brand/Product, Humor, and the other category that could not be included in these themes. The findings obtained from the research are remarkable in terms of showing the interaction between virtual influencers and users. The research provides an idea about the future of virtual influencers. In future studies, it is recommended to conduct comparative studies by obtaining in-depth data with techniques such as surveys, interviews, and focus group studies aimed at users.

Anahtar Kelimeler

• Artificial Intelligence
• Virtual Influencers
• Instagram
• Influencers
• Social Media

Kaynakça

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