Whose voice is louder? Influencer and celebrity endorsement on Instagram

Yıl 2021, , 1038 - 1050, 31.07.2021

Deniz Zeren , Nilufer Kapukaya

https://doi.org/10.25287/ohuiibf.815713

Cited By: 3

Öz

The main purpose of this research is to compare influencers’ and celebrities’ posts exposing a brand name according to a few metrics which are ad type, number of likes, number of comments, post type, number of page views for videos, product/service category of exposing brands in posts and engagement rates. With this purpose, this paper examines influencer and celebrity endorsement on Instagram by a content analysis focusing on posts exposing a brand name. Results of the content analysis of 126 posts of six Turkish celebrities and six Turkish influencers revealed that the total number of posts shared by influencers are doubled the total number of posts shared by celebrities. On the other hand, the total number of posts with a brand exposed by celebrities is more than influencers’. In terms of product category, fashion/clothing/apparel products are shared mostly for both groups. Another important result of this study is about ad type used by celebrities and influencers in their posts. According to the results, the most used ad type by both celebrities and influencers is sharing the brand while using the product.

Anahtar Kelimeler

Influencer Marketing, Celebrity Endorsement, Instagram Marketing, Content Analysis

Kimin sesi daha yüksek? Instagramda sosyal medya fenomeni ve ünlü destekçi kullanımı

Öz

Bu çalışmanın esas amacı sosyal medya fenomenlerinin ve ünlülerin bir marka adı içeren paylaşımlarının reklam türü, beğeni sayısı, yorum sayısı, paylaşım sayısı, video paylaşımları için sayfa görüntüleme sayısı, paylaşımlardaki markaların ürün/hizmet kategorileri ve etkileşim oranı gibi bazı metriklere dayanarak karşılaştırılmasıdır. Bu amaç doğrultusunda, bu çalışma, bir marka adını içeren gönderilere odaklanan bir içerik analizi çalışması ile Instagram'daki sosyal medya fenomeni ve ünlülerin ürün destekçiliğini incelemektedir. 6 Türk ünlü ve 6 Türk sosyal medya fenomeninin 126 gönderisinin incelendiği içerik analizi sonuçları, sosyal medya fenomenlerinin paylaştığı toplam gönderi sayısının, ünlülerin paylaştığı toplam gönderi sayısının neredeyse iki katına yakın olduğunu ortaya koymaktadır. Ancak, ünlüler tarafından paylaşılan toplam marka içerikli gönderi sayısının sosyal medya fenomenlerinin toplam marka içerikli gönderi sayısından daha fazla olduğu da görülmektedir. Ürün/hizmet kategorisi açısından, her iki grup için de en çok moda ve giyim ürünleri ile ilgili marka adlarının paylaşıldığı görülmektedir. Bu çalışmanın bir diğer önemli bulgusu ise sosyal medya fenomenleri ve ünlülerin paylaşımlarında kullandıkları reklam türü ile ilgilidir. Buna göre, hem ünlüler hem de sosyal medya fenomenleri tarafından en çok kullanılan reklam türünün, “ürünü kullanırken markanın paylaşılması” olduğu görülmektedir.

Anahtar Kelimeler

Etkileyici Pazarlama, Ünlü Kullanımı, Instagram Pazarlama, İçerik Analizi

Kaynakça

• Aksoy, E. (2018). Sosyal medya içeriklerinin marka takipçileri ile bağ kurma üzerine etkisi: Markaların facebook gönderileri üzerine bir içerik analizi (Master thesis). Anadolu University, Eskişehir, Turkey.
• Aktaş, A., & Şener, G. (2019). Nüfuz pazarlamasında (Influencer marketing) mesaj stratejileri. Erciyes İletişim Dergisi, 6(1), 399-422.
• Aktaş, A. (2018). Nüfuz pazarlamasında (Influencer marketing) kullanılan mesaj stratejilerine yönelik bir içerik analizi (Master thesis). Bahçeşehir University, İstanbul, Turkey.
• Alikılıç, İ., & Özkan, B. (2018). Bir sosyal medya pazarlama trendi, hatırlı pazarlama ve etkileyiciler: Instagram fenomenleri üzerine bir araştırma. Uluslararası Sosyal Bilimler Dergisi, 1(2), 43-57.
• Apeyoje, A. (2013). Influence of celebrity endorsement of advertisement on students’ purchase intention. J Mass Communicat Journalism, 3(3).
• Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
• Bayrak, H. (2019, February 15). Türkiye’nin Dijital Haritası (2019) [Web log post] Retrieved from http://www.blogteb.com/turkiyenin-dijital-haritasi-2019/.
• Biaudet, S. (2017). Influencer marketing as a marketing tool: The process of creating an influencer marketing campaign on Instagram (Unpublished Degree thesis, Yrkeshögskolan Arcada, Finlandiya). Retrieved from theseus.fi/handle/10024/134139
• Blaschke, S., & Veh, A. (2015). Strategies for the use of social media in stakeholder conversations. Strategien für den Einsatz sozialer Medien in Stakeholderkonversationen, 75(6), 401–412.
• Boomsocial (2019, October 31). Instagram - Fenomenler Sektörü Hesapları [Web log post]. Retrieved from https://www.boomsocial.com/Instagram/UlkeSektor/turkey/fenomenler.
• Brown, D., & Hayes N. (2008). Influencer marketing: Who really influences your customers?. United Kingdom: Butterworth-Heinemann.
• Bughin, J., & Chui, M. (2010, December). The rise of the networked enterprise: Web 2.0 finds its payday [Web log post]. Retrieved from https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-rise-of-the-networked-enterprise-web-20-finds-its-payday.
• Cılızoğlu, G.Y., & Çetinkaya, A. (2019). Selfie’den reklama: Instagram’da e-kaynakların paylaşımları üzerine bir inceleme. Arel İletişim Çalışmaları Dergisi, 12, 71-106.
• Corporate Finance Institute. What is the Engagement Rate? [Web log post]. Retrieved from https://corporatefinanceinstitute.com/resources/knowledge/ecommerce-saas/engagement-rate/.
• Cvijikj, I.P., Spiegler, E.D., & Michahelles, F. (2011). The effect of post type, category and posting day on user interaction level on Facebook. in IEEE International Conference on Privacy, Security, Risk, and Trust, and IEEE International Conference on Social Computing (p. 810-813).
• De Veirmann, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
• De Vries, L., Gensler, S., & Leeflang, P.S.H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
• Dean, D.H., & Biswas, A. (2001). Third-Party organization endorsement of products: An adver-tising cue affecting consumer prepurchase evaluation of goods and services. Journal of Advertising, 30(4), 41-57.
• Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
• Engagementdb. (2009). The world’s most valuable brands. Who’s most engaged? [Web log post]. Retrieved from http://www.engagementdb.com/downloads/ ENGAGEMENTdb_Report_2009.pdf.
• Erdoğan, Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
• Erkan, İ. (2015). Electronic word of mouth on Instagram: customers’ engagements with brands in different sectors. International Journal of Management, Accounting and Economics, 2(12), 1435-1444.
• Evans, N.J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149.
• Feldman, S. (2019, October 4). Instagram is a favorite for influencer marketing [Web log post] Retrieved from https://www.statista.com/chart/19551/instagram-for-influencer-marketing/.
• Freberg, K., Freberg, L.A., & Mcaughey, K. (2010). ‘Who are the social media influencers? A study of public perceptins of personality’, Public Relations Review.
• Gulamali, A., & Persson, J. (2017). The social media influencer and brand switching (Unpublished Degree thesis, Lund University, Sweden). Retrieved from http://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=8910352&fileOId=8910354.
• Hejlova, D., Schneiderova, S., Klabikova Rabova, T., & Kulhanek, A. (2019). Analysis of presumed IQOS Influencer marketing on Instagram in the Czech Republic in 2018–2019. Adiktologie, 19(1), 7-15.
• Hobson, R. (2016). The Integration of influencer marketing into social media strategies (Unpublished Master thesis, University of Cape Town, Cape Town, South Africa).
• Jargalsaikhan, T., & Korotina, A. (2016). Attitudes towards instagram micro-celebrities and their influence on consumers’ purchasing decisions (Unpublished Master thesis, Jönköping University, Sweden). Retrieved from https://www.diva-portal.org/smash/get/diva2:950526/FULLTEXT01.pdf.
• Kassarjian, H.H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18.
• Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Thousand Oaks, CA: Sage.
• Lee, J., & Hong, I.B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness and creativity. International Journal of Information Management, 36(3), 360-373.
• Lombard, M., Snyder-Duch, J., & Bracken, C.C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communication Research, 28(4), 587-604.
• Maeve Duggan, J.B. (2013, February 14). The demographics of social media users [Web log post]. Retrieved from http://www.pewinternet.org/2013/02/14/thedemographics-of-social-media-users-2012/.
• McCracken, G (1989). ‘Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-321.
• Meyrowitz, J. (1986). No sense of place: The impact of electronic media on social behavior. New York: Oxford University Press.
• Mogaji, E. (2019). Content analysis of female athlete endorsers in UK sports magazine advertisements. SSRN Electronic Journal, 55-73.
• Nagle T., & Pope A. (2014). Understanding social media business value, a prerequisite for social media selection. Journal of Decision Systems, 22, 283–297.
• Nandagiri, V., & Philip, L. (2018). Impact of influencers from instagram and youtube on their followers. International Journal of Multidisciplinary Research and Modern Education, 4(1), 61-65.
• Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks, CA: Sage.
• Öztürk, E., Şener, G., & Süher, H.K. (2016). Sosyal medya çağında ürün yerleştirme: Instagram ve instabloggerlar üzerine bir içerik analizi. Global Media Journal TR Edition, 6(12), 355-386.
• Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of Marketing Studies Journal, 17(2), 27-36.
• Perreault, M.C., & Mosconi, E. (2018). Social media engagement: content strategy and metrics research opportunities. in Proceedings of the 51st Hawaii International Conference on System Sciences, Hawaii International Conference on System Sciences (p. 3568-3577).
• Priambada, A. (2016). Survei DailySocial: Iklan Facebook dan Instagram berperan besar dalam mendorong keputusan berbelanja online di Indonesia [Web log post]. Retrieved from https://dailysocial.id/post/survei-dailysocialiklan-facebook-dan-instagram-berperan-besar-dalammendorong-keputusan-berbelanja-online-diIndonesia.
• Prusa Haber. (2019, September 19). Instagramda en çok takipçisi olan Türk ünlüler (25.09.19) [Web log post]. Retrieved from https://www.prusahaber.com/instagramda-en-cok-takipcisi-olan-turk-unluler-25-09-19/.
• Rakuten Marketing, (2019). Influencer Marketing Global Survey Consumers [Web log post]. Retrieved from https://www.iab.com/wp-content/uploads/2019/03/Rakuten-2019-Influencer-Marketing-Report-Rakuten-Marketing.pdf .
• Rosenberry, J., & Vicker, L.A. (2009). Applied mass communication theory: A guide for media practitioners. Boston: Pearson Allyn and Bacon.
• Sabuncuoğlu İnanç, A., & Yağlıcı, M. (2018). Mahrem mekanlarını reklam alanına dönüştüren kadınlar: Instagram’ın yemek fenomenleri üzerine bir araştırma. Uluslararası Sosyal Bilimler Dergisi, 1(2), 166-180.
• Shen, B., & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
• SugarCRM (2011). SugarCRM reveals results of 2010 Social CRM Survey [Web log post] Retrieved from http://www.sugarcrm.com/crm/about/press-releases/ 20110118surveyscrm.html.
• Swani, K., Milne, G., & Brown, B.P. (2013). Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies. Journal of Research in Interactive Marketing, 7(4), 269-294.
• Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927-943.
• Vignisdóttir, A. (2017). Customer engagement on instagram brand pages in the make-up cosmetics industry (Unpublished Degree thesis, Reykjavik University, Iceland). Retrieved from https://skemman.is/bitstream/1946/26717/1/MAR0117_Thesis_Annika_Vignisdottir_Customer%20Engagement%20on%20Instagram%20Brand%20Pages%20In%20the%20Make-up%20Cosmetics%20Industry.pdf.
• Vionasafira, V., & Sjabadhyni, B. (2018). Choose celebrity or common people? The influence of endorser type on instagram user’s purchase intention. Advances in Social Science, Education and Humanities Research, 139, 182-189.
• Wiley, D. (2014). Why brands should turn to bloggers instead of celebrity spokespeople marketing land [Web log post]. Retrieved from https://marketingland.com/brands-turn-bloggers-instead-celebrity-spokespeople-75971.