Video Portal Pazarlama: Türkiye Menşeli Yemek Vlogger Girişimcileri Üzerine Bir Araştırma

Öz

Amaç: Bu çalışmanın amacı, video portal pazarlaması kavramını değerlendirmek ve Türk kökenli yemek vlogger girişimcilerinin göreceli pazarlama pozisyonlarını tespit etmektir. Elde edilen bulgulara dayanarak yemek vlogger girişimcilerine konumsal strateji ve taktik öneriler sunmayı amaçlamaktadır. Yöntem: Çalışma, Türkiye kökenli yemek vlogger girişimcilerinin ölçüt bazlı göreceli pazarlama pozisyonlarının karşılaştırmalı araştırması üzerinden yapılan netnografik bir araştırmadır. Araştırma, üç ana aşamada yürütülmüştür: Hedef topluluğun tespiti ve seçme, değerleme ölçütlerini açıklama ve pazarlama pozisyonlarının ölçütlere göre değerlendirme ve yorumlama. Buna göre, dijital-sosyal medya üzerinden listelenen Türkiye menşeli 13 yemek vlogger girişimcisinin pazarlama pozisyonları değerlendirilmiş ve bulgular yorumlanmıştır. Bulgular: Çalışmada, Türkiye kökenli yemek vlogger girişimcilerinin göreceli pazarlama pozisyonları 7 ana ve 15 alt ölçütlerle bulgulanmıştır. Buna göre, girişimcilerin göreceli pazarlama pozisyonları ana ölçütlerde olmasına rağmen, alt ölçütlerde pozisyonel olarak yapmaları gereken çalışmalar olduğu tespit edilmiştir. Buna göre her bir vlogger girişimcisine güçlendirme, yükseltme ve geliştirmeye yönelik pozisyonel stratejiler ve taktikler önerilmiştir. Sonuç: Çalışmada, Türkiye menşeli yemek vlogger girişimcilerinin göreceli pazarlama pozisyonları için, güçlendirme açısından teorik, iyileştirme açısından teknik ve geliştirme açısından pratik önerilerin verilebileceği görülmüş ve sunulmuştur. Özgünlük: Çalışma Türkçe yazında başlangıç çalışması olarak katkı sağlayacağı umulmaktadır. Bu yönde elde edilen araştırma bulguları, yemek vlogger girişimciliği kapsamında ileriki araştırmalara ivme kazandıracağı düşünülebilir.

Anahtar Kelimeler

• Video portal pazarlama
• Yemek Vlogger girişimciliği
• Pazarlama pozisyonları
• Netrografik araştırma

Video Portal Marketing: A Study on Food Vlogger Entrepreneurs Originating in Türkiye

Öz

Aim: The purpose of this study is to evaluate the concept of video portal marketing and to determine the relative marketing positions of food vlogger entrepreneurs of Turkish origin. It aims to provide positional strategy and tactical suggestions to food vlogger entrepreneurs based on the findings made. Method: The study is a netnographic research on the comparative research of the relative marketing positions of food vlogger entrepreneurs originating from Turkey based on criteria. The netnographic research was conducted in three main stages: determining and selecting the target community, explaining the valuation criteria and evaluating and interpreting the marketing positions according to the criteria. Accordingly, the marketing positions of 13 vlogger entrepreneurs originating from Turkey listed on digital-social media were evaluated and the findings were interpreted. Findings: In the study, the relative marketing positions of food vlogger entrepreneurs originating from Turkey were determined with 7 main and 15 sub-criteria. Accordingly, although the relative marketing positions of the entrepreneurs were in the main criteria, it was determined that there were positional studies that they needed to do in the sub-criteria, and positional strategies and tactics for strengthening, upgrading and developing were emphasized. Results: In the study, it was seen and presented that theoretical suggestions in terms of strengthening, technical suggestions in terms of improvement and practical suggestions in terms of development could be given for the relative marketing positions of food vlogger entrepreneurs of Turkish origin. Originality: It is hoped that the study will contribute to the Turkish literature as an initial study. The research findings obtained in this direction can be considered to accelerate further research within the scope of food vlogger entrepreneurship.

Anahtar Kelimeler

• Video portal marketing
• Food vlogger entrepreneurship
• Marketing positions
• Netrographic research

Kaynakça

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