A RESEARCH ON MEASUREMENT OF INFLUENCER PERFORMANCE AT YOUTUBE

Öz

This study includes evaluating the performances of social media phenomena with Entropy Weight Method and Gray Relational Analysis Methods according to various criteria. The aim of the study is to determine the performance criteria of YouTube phenomena, the importance of these criteria and to make the performance ranking of these phenomena according to these criteria. For this purpose, 24 phenomena in the beauty and fashion category were included in the research on YouTube, one of the social media platforms. Data on criteria of December 2018 were collected and analyzed in YouTube accounts of phenomena. As a result of the research, the number of comments, the number of views and the like evaluation criteria of December were determined as the most important phenomena.

Anahtar Kelimeler

• Influencer Marketing,Grey Relationship Analysis

YOUTUBE’DA FENOMEN PERFORMANSLARININ ÖLÇÜLMESİ ÜZERİNE BİR ARAŞTIRMA

Öz

Bu çalışma sosyal medya fenomenlerinin performanslarının çeşitli kriterlere göre Entropi Ağırlık Yöntemi ve Gri İlişkisel Analiz Yöntemleri ile değerlendirilmesini içermektedir. Çalışmanın amacı YouTube fenomenlerinin performans kriterlerini, bu kriterlerin önem derecelerini belirlemek ve bu kriterlere göre fenomenlerin performans sıralamalarını yapmaktır.  Bu amaçla sosyal medya platformlarından YouTube’da güzellik ve moda kategorisindeki 24 fenomen araştırmaya dahil edilmiştir. Fenomenlere ait Youtube hesaplarında 2018 yılı Aralık ayına ait kriterlere ilişkin veriler toplanmış ve analiz edilmiştir. Araştırma sonucunda yorum sayısı, görüntülenme sayısı ve Aralık ayı beğeni değerlendirme kriterleri en önemli ağırlığa sahip fenomenler olarak belirlenmiştir.

Anahtar Kelimeler

• Fenomen Pazarlaması,Gri İlişkisel Analiz,Entropi Ağırlık Yöntemi

Kaynakça

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