A RESEARCH ON MEASUREMENT OF INFLUENCER PERFORMANCE AT YOUTUBE

Yıl 2019, Cilt: 2 Sayı: 2, 69 - 78, 31.12.2019

Murat Burucuoğlu , Evrim Erdoğan Yazar

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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