THE POWER OF INFLUENCERS IN OUTSOURCING: THE INSTAGRAM EXAMPLE

Yıl 2023, Cilt: 25 Sayı: 2, 499 - 528, 15.06.2023

Feride Bal , Emrah Sıtkı Yılmaz

https://doi.org/10.16953/deusosbil.1247558

Öz

Developing technological opportunities provide businesses with numerous opportunities to shift their operations to digital environments. These opportunities have a positive impact on companies' transition processes from traditional marketing activities to digital marketing activities. Digital marketing activities are becoming increasingly important, particularly in channels with strong two-way communication, such as social media platforms. Companies work with influencers to reach out to individuals through these channels, and they outsource to digital platforms. From this point, the study's goal is to attempt to explain how the company and influencer collaborated from various angles, based on the influencers' posts and shares during the month of November, when campaigns like "Black Friday, Wonderful Friday, Legendary November, Great Friday and Cyber Monday" were active. In this manner, the Instagram stories and posts of 15 influencers who regularly shared content with their followers throughout the month of November were monitored on a daily basis, and the brands and products with which they collaborated were identified. The obtained results indicate that companies work closely with influencers to promote their products and services, and that the selected influencers and product and service features are provided with content that overlaps with care.

Anahtar Kelimeler

Outsourcing, Influencers, Instagram, Digital Marketing

DIŞ KAYNAK KULLANIMI AÇISINDAN INFLUENCER'LARIN GÜCÜ: INSTAGRAM ÖRNEĞİ

Öz

Gelişen teknolojik imkânlar, firmalara faaliyetlerini dijital ortamlara taşıması için büyük fırsatlar sunmaktadır. Bu fırsatlar firmaların geleneksel pazarlama faaliyetlerinden, dijital pazarlama faaliyetlerine geçiş süreçlerini pozitif yönde etkilemektedir. Özellikle sosyal medya platformları gibi çift yönlü iletişimin çok güçlü olduğu mecralarda, dijital pazarlama faaliyetleri her geçen gün önem kazanmaktadır. Bazı firmalar, bu mecraları kullanan bireylere ulaşabilmek için influencerlarla işbirliği içine girmekte ve dış kaynak kullanımını dijital platformlara da taşımaktadır. Bu noktadan yola çıkarak çalışmanın amacı; “Black Friday, Şahane Cuma, Efsane Kasım, Muhteşem Cuma ve Cyber Monday” gibi kampanyaların yer aldığı kasım ayı boyunca influencerların story ve post paylaşımlarından hareketle firma ve influencer işbirliğini çeşitli yönlerden açıklamaya çalışmaktır. Bu doğrultuda Kasım ayı boyunca düzenli olarak paylaşım yapan 15 influencerın, Instagram hesaplarında takipçileri ile paylaştıkları story ve postlar günlük takip edilmiş ve işbirliği içinde olduğu marka ve ürünler belirlenmiştir. Elde edilen sonuçlar, firmaların ürün ve hizmet tanıtımlarımda influencerlar ile önemli bir işbirliği içerisinde olduğunu, seçilen influencerlar ile ürün ve hizmet özelliklerinin de özenli ve birbiri ile örtüşen içerikler ile sağlandığı görülmektedir.

Anahtar Kelimeler

Dış Kaynak Kullanımı, Influencers, Instagram, Dijital Pazarlama

Kaynakça

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