Comparing Product Advertising Videos: User Comments on Traditional Celebrities vs. Youtubers

Yıl 2024, Cilt: 21 Sayı: 4, 221 - 237, 07.08.2024

Fatma Halide Kıvrak , Ali Kıvrak

https://doi.org/10.26466/opusjsr.1501367

Öz

Businesses are modifying their strategies to respond to the constantly changing media environment. In the past, marketing teams relied on traditional celebrities to promote brands and boost sales. Recently, social media celebrities such as Instagrammers, Tiktokers, youtubers, and influencers have emerged as popular options for marketing communication due to their significant attention and preference. Despite considerable research on traditional and social media influencer endorsements, there remains a gap in understanding how social media users perceive and interact with these endorsements. This study investigates the differences in topic, sentiment, and pragmatics of user comments on Youtube advertisement videos showcasing traditional celebrities and youtubers. We examined user comments on eight advertisement videos using content analysis, with half featuring traditional celebrities and the other half featuring youtubers. The findings indicate that including traditional celebrities in videos leads to increased user focus on brand features, along with greater expressions of admiration and positive sentiment. Furthermore, traditional celebrities are more effective than influencers in fostering favourable and reliable brand awareness. Possible explanations for these results are considered, and their theoretical and practical implications are derived.

Anahtar Kelimeler

celebrity endorsements, social media influencer endorsements, user comments, social media marketing, YouTube ad videos

Ürün Reklam Videolarının Karşılaştırılması: Geleneksel Şöhretler ve Youtuberlara İlişkin Kullanıcı Yorumları

Öz

İşletmeler, medya ortamındaki dinamik değişimlere yanıt olarak marka desteği uygulamalarını uyarlamaktadır. Geçmişte geleneksel ünlüler, marka farkındalığı yaratmak ve satışları artırmak için pazarlama ekiplerinin öne çıkan seçimiyken son yıllarda Instagrammer'lar, Tiktoker'lar, Youtuber'lar ve influencer'lar gibi sosyal medya ünlüleri büyük ilgi görmeye başlamış ve pazarlama iletişiminde aynı amaçla tercih edilmeye başlanmıştır. Hem geleneksel ünlü desteklerinin hem de sosyal medya fenomen desteklerinin etkisi kapsamlı bir şekilde incelenmiş olsa da sosyal medya kullanıcılarının bu destekleri nasıl algıladıkları ve bu desteklerle nasıl etkileşim kurdukları konusunda ek araştırmalara ihtiyaç duyulmaktadır. Bu çalışma, Youtube'da yayınlanan ve geleneksel ünlüler ile Youtuber'ların yer aldığı ürün reklam videolarına yönelik izleyici yorumlarındaki farklılıkları incelemektedir. Yarısında geleneksel ünlülerin, diğer yarısında ise Youtuber'ların yer aldığı sekiz reklam videosuna ilişkin kullanıcı yorumları içerik analizine tabi tutulmuştur. Sonuçlar, videolarda geleneksel ünlüler yer aldığında, izleyicilerin marka ayrıntılarına daha fazla dikkat ettiğini ve daha fazla övgü ve olumlu duygular ifade ettiğini göstermektedir. Ayrıca, geleneksel ünlülerin olumlu ve güvenilir marka tanınırlığını teşvik etme konusunda influencer'lardan daha fazla etkiye sahip olduğu görülmüştür. Bu sonuçlara ilişkin olası açıklamalar ele alınmış ve teorik ve pratik çıkarımlar yapılmıştır.

Anahtar Kelimeler

ünlü onayları, sosyal medya influencer onayları, kullanıcı yorumları, sosyal medya pazarlaması, Youtube reklam videoları

Kaynakça

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