A Rising Trend in Social Media: A Conceptual Assessment on Influencer Marketing

Yıl 2020, Cilt: 7 Sayı: 2, 362 - 385, 28.12.2020

Yasemin Gedik

https://doi.org/10.47097/piar.825325

Cited By: 11

Öz

Due to digitization and the increasing use of the internet, more and more people are using social media to communicate with each other. The popularity of social media, used by more than 3.6 billion people today leads businesses to collaborate with influential opinion leaders on these platforms to promote their products and services. Influencer marketing is a type of marketing that focuses on using individuals who have an influence on a specific target audience to convey a brand's message to larger audiences. Businesses can work for product placement, brand approvals and content creation with influencers, who can influence the purchasing decision of others due to their knowledge, location and relationships. Influencer marketing can offer businesses significant advantages such as high return on investment, increased brand awareness and sales, getting potential customers, promoting their products and services to a wider audience and increasing social media engagement. Influencer marketing is attracting more and more attention of businesses around the world, causing them to see the influencer marketing strategy as an important part of their marketing options. This study focuses on creating a broad conceptual framework for influencer marketing. In addition, the study aims to help business managers and marketers while making relevant decisions by mentioning influencer marketing strategies.

Anahtar Kelimeler

influencer marketing, word-of-mouth marketing, influencer marketing strategies

Sosyal Medyada Yükselen Bir Trend: Influencer Pazarlama Üzerine Kavramsal Bir Değerlendirme

Öz

Dijitalleşme ve internetin artan kullanımı nedeniyle, giderek daha fazla insan birbirleriyle iletişim kurmak için sosyal medyayı kullanmaktadır. Günümüzde 3,6 milyardan fazla kişi tarafından kullanılan sosyal medyanın popülerliği, işletmeleri ürün ve hizmetlerini tanıtmak için bu platformlarda etkili fikir liderleriyle iş birliğine yöneltmektedir. Influencer pazarlama, bir markanın mesajını daha büyük kitlelere ulaştırmak için belirli bir hedef kitle üzerinde etkisi olan bireyleri kullanmaya odaklanan bir pazarlama türüdür. İşletmeler, bilgileri, konumları ve ilişkileri nedeniyle başkalarının satın alma kararını etkileyebilen kişiler olan influencer’lar ile ürün yerleştirme, marka onayları ve içerik oluşturma için çalışabilmektedir. Influencer pazarlama işletmelere, yüksek yatırım getirisi, marka farkındalığı ve satışları arttırma, potansiyel müşterileri elde etme, ürün ve hizmetlerini daha geniş kitlelere duyurabilme ve sosyal medya katılımını arttırma gibi önemli avantajlar sunabilmektedir. Influencer pazarlama, dünya çapında işletmelerin gün geçtikçe daha fazla ilgisini çekmekte ve influencer pazarlama stratejisini pazarlama seçeneklerinin önemli bir parçası olarak görmelerine neden olmaktadır. Bu çalışma, influencer pazarlama ile ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, influencer pazarlama stratejilerinden de bahsederek ilgili kararları alırken işletme yöneticilerine ve pazarlamacılara yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

influencer pazarlama, ağızdan ağıza pazarlama, influencer pazarlama stratejileri

Kaynakça

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