Marka İletişiminde Etkileyicilerin Rolü

Yıl 2025, Cilt: 11 Sayı: 18, 26 - 49, 19.08.2025

Arzu Uludağ Elazığ , Gresi Sanje

https://doi.org/10.51947/yonbil.1695608

Öz

Bu çalışma, sosyal medya etkileyicileriyle gerçekleştirilen pazarlama kampanyalarının başarısını ölçmede klasik ölçme araçlarının (erişim, etkileşim oranı vb.) ötesine geçerek, etkileşim davranışlarından biri olan sosyal medya kullanıcısı yorumlarının tematik analizini, bir başarı kriteri olarak tanımlamayı önermektedir. Bu çerçevede, Türkiye'de yürütülen Filli Boya iletişim kampanyası vaka olarak ele alınmış ve kampanyanın Instagram yorumları Van Doorn vd. (2010) tarafından geliştirilen Customer Engagement Behavior (CEB) modeli uyarlanarak belirlenen sosyal medya etkileyicileri etkileşim unsurlarına göre analiz edilmiştir. Yorumlar, marka–etkileyici uyumu, hikâye anlatımı, güven ve bilgi paylaşımı, topluluk kültürü ve ortak jargon ve ürün deneyimi altında sınıflandırılıp değerlendirilmiştir. Değerlendirme sonucunda, yalnızca sayısal erişim sağlayan değil, toplulukla duygusal ve sosyal bağ kurabilen içeriklerin daha yüksek etkileşim ürettiği görülmüştür. Özellikle hikâye anlatımı kuvvetli olan ve topluluk jargonuna uygun dil ile uyumlu içerikler, kullanıcılar arasında daha güçlü bir özdeşim yaratmıştır. Bu bulgular ile, etkileyici iletişim kampanyalarının başarısını değerlendirirken erişeme dayalı sayısal göstergeler kadar etkileşimi kuvvetlendiren unsurların da dikkatle ele alınması gerektiği önermesi desteklenmiştir.

Anahtar Kelimeler

etkileyici pazarlaması , influencer , müşteri etkileşimi , instagram , sosyal medya , CEB modeli

The Role of Influencers in Brand Communication

Öz

This study goes beyond classical measurement tools (reach, interaction rate, etc.) in measuring the success of marketing campaigns carried out with social media influencers and proposes to define thematic analysis of social media user comments, one of the interaction behaviors, as a success criterion. In this context, the Filli Boya communication campaign conducted in Türkiye was taken as a case study and the campaign's Instagram comments were analyzed according to the interaction elements of social media influencers determined by adapting the Customer Engagement Behavior (CEB) model developed by Van Doorn et al. (2010). The comments were classified and evaluated under brand-influencer fit, storytelling, trust and information sharing, community culture and community jargon and product experience. As a result of the case analysis, it was seen that content that not only provides digital reach but also establishes emotional and social connections with the community produces higher interaction. In particular, content that is strong in storytelling and compatible with the community jargon created a stronger identification among users. These findings support the proposition that elements that strengthen interaction should be carefully considered as much as numerical indicators based on reach when evaluating the success of impressive communication campaigns.

Anahtar Kelimeler

influencer , consumer engagement , social media , instagram , CEB model , influencer marketing , digital communication

Kaynakça

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