Nusret as a Human Brand: An Analysis of Social Media Content and User Engagement

Öz

This study examines the relative importance of different types of social media content in shaping user engagement within the context of human brands. The research focuses on 2,400 videos shared on Instagram between 2013 and 2022 by Nusret Gökçe, a globally recognised gastronomy influencer. The content was classified into five categories: celebrity endorsement, place-related, product promotion, process, and personal content. User engagement was measured through likes and comments, and differences across content types were analysed using Welch ANOVA and Games-Howell post-hoc tests. The findings reveal statistically significant differences in user engagement across content types. In particular, process content (authenticity) generated the highest average levels of both likes and comments compared with all other content types. Product promotion content (functional value) and personal content (brand persona) generated moderate levels of engagement, whereas celebrity endorsement and place-related content (experiential value) showed relatively lower engagement. The results indicate that social media engagement is shaped not only by visibility or celebrity use but also by content practices centred on authenticity, process narratives, and brand persona. By examining the relationship between content types and user engagement from a cross-sectional perspective, this study contributes to the human brand and social media marketing literature.

Anahtar Kelimeler

• Human Brand
• Influencer Marketing
• User Engagement

Destekleyen Kurum

No financial support was received for this study.

Etik Beyan

The study complies with academic and scientific ethical standards. An Ethics Committee approval was not required for this research.

İnsan Markası Olarak Nusret: Sosyal Medyada İçerik Üretimi ve Kullanıcı Etkileşimi Üzerine Bir Analiz

Öz

Bu çalışma, insan markası olarak sosyal medyada paylaşılan içerik türlerinin kullanıcı etkileşimi üzerindeki göreli ağırlıklarını incelemektedir. Araştırmada, küresel ölçekte tanınırlık kazanmış bir gastronomi fenomeni olan Nusret Gökçe’nin Instagram platformunda 2013–2022 yılları arasında paylaştığı toplam 2400 video içeriğine odaklanılmıştır. Çalışma kapsamında içerikler; ünlü onayı, mekân, ürün tanıtımı, süreç ve kişisel içerikler olmak üzere beş kategoride sınıflandırılmıştır. Kullanıcı etkileşimi, beğeni ve yorum sayıları üzerinden ölçülmüş; içerik türleri arasındaki farklılıklar ise Welch ANOVA ve Games-Howell post-hoc testleri aracılığıyla analiz edilmiştir. Bulgular, içerik türlerinin kullanıcı etkileşimi bakımından istatistiksel olarak anlamlı düzeyde farklılaştığını göstermektedir. Özellikle süreç içeriklerinin (özgünlük), diğer tüm içerik türlerine kıyasla hem yorum hem de beğeni düzeylerinde en yüksek etkileşim ortalamalarına sahip olduğu saptanmıştır. Ürün tanıtım içerikleri (işlevsel değer) ile kişisel içeriklerin (marka personası) orta düzeyde etkileşim ürettiği; buna karşılık ünlü onayı içerikleri (ünlü onayı) ve mekân içeriklerinin (deneyimsel değer) görece daha düşük etkileşim değerlerine sahip olduğu görülmüştür. Elde edilen sonuçlar, sosyal medya ortamlarında etkileşimin yalnızca görünürlük ya da ünlü kullanımıyla değil; özgünlük vurgusu, süreç anlatısı ve marka personası etrafında kurgulanan içerik üretim pratikleriyle şekillendiğini ortaya koymaktadır. Çalışma, insan markası ve sosyal medya pazarlaması literatürüne, içerik türleri ile kullanıcı etkileşimi arasındaki ilişkiyi kesitsel bir perspektifle ele alarak katkı sunmaktadır.

Anahtar Kelimeler

• İnsan Markası
• Fenomen Pazarlaması
• Kullanıcı Etkileşimi

Destekleyen Kurum

Makalede herhangi bir finansal kaynaktan yararlanılmamıştır.

Etik Beyan

Makalede, akademik ve bilimsel etik kurallarına uyulmuştur. Çalışmada Etik Kurul Raporu aranmamaktadır.

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