Nüfuz Pazarlamasında (Influencer Marketing) Mesaj Stratejileri

Yıl 2019, Cilt: 6 Sayı: 1, 399 - 422, 21.01.2019

Aysel Aktaş , Gül Şener

https://doi.org/10.17680/erciyesiletisim.477592

Cited By: 25

Öz

Sosyal medya reklamverenlerin hedef kitlelerine ulaşma ve iletişim kurma
biçimlerini de dönüştürmüştür. Tüketiciler tarafından güvenilir ve samimi bilgi
kaynakları olarak görülen ve sosyal medya ünlüleri olarak da nitelenen nüfuzlular
(influencer), elektronik ağızdan ağıza (eWOM) iletişim uygulamalarında baş rolü
üstlenmişlerdir. Dolayısıyla, markalar için Nüfuz Pazarlaması (Influencer Marketing)
pazarlama bütçelerinin ayrılmaz bir parçası haline gelmiştir. Nüfuzluların ürettikleri
içerikler, takipçileriyle kurdukları iletişim ve hayata geçirdikleri marka birliktelikleri
çerçevesinde uyguladıkları yöntemlerin başında ise ürün yerleştirme gelmektedir.
Bu çalışmanın amacı; genel anlamda sosyal medyada, özelde Instagram çerçevesinde
farklı hesap kategorilerinde (Moda, Gezi-Seyahat, Makyaj-Güzellik, Sağlık-Yaşam)
içerik üreten nüfuzluların yaptıkları ürün yerleştirmeleri hangi mesaj stratejisi
ile ele aldıklarını incelemektir. Araştırma kapsamında, 8 makro nüfuzlunun 799
Instagram paylaşımı içerik analizi yöntemiyle incelenmiş ve bulgular paylaşılmıştır.
Çalışmanın sonuçları, makro nüfuzluların en çok transformasyonel (dönüşümsel)
mesaj stratejilerini kullandıklarını ve tüketicileri duygusal çekiciliklerle etkilemeye
çalıştıklarını ortaya koymaktadır. 

Anahtar Kelimeler

Instablogger, Nüfuz Pazarlaması (Influencer Marketing), Ürün Yerleştirme, İçerik Analizi, Mesaj Stratejileri

Message Strategies Used in Influencer Marketing

Öz

Social media had transformed the way advertisers reach their target consumers and
connect with them. Influencers who are perceived as sincere and credible sources
by the consumers are called the new pioneers of electronic word-of-mouth (eWOM).
In parallel, Influencer Marketing became an indispensable part of the marketing
budgets. Within this perspective, product placement is one of the primary means
that influencers prefer while partnering with brands, creating content and delivering
it to their followers.
The objective of this study is to examine message strategies that influencers use
when implementing product placements. Within the confines of this research 799
Instagram posts by 8 macro influencers were subject to content analysis. The results
show that macro influencers use transformational message strategies the most
when doing product placements. 

Anahtar Kelimeler

Instablogger, Influencer Marketing, Product Placement, Content Analysis, Message Strategies

Kaynakça

• Aaker, D. A., Norris, D. (1982). Characteristics of TV commericals perceived as informative. Journal of Advertising Research, 22(2), 61-70.
• Aaker, D. A., Stayman, D. M. (1992). Implementing the concept of transformational advertising. Psychology & Marketing, 9(3), 237-253.
• Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.
• Böke, K. (2011). Örnekleme. K. Böke (Ed.). Sosyal Bilimlerde Araştırma Yöntemleri (3. bs.). İstanbul: Alfa.
• Brown, D. ve Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers? New York: Routledge.
• Bones, B. (2017). Macro vs micro influencers—Which is best for your business? Erişim: 12 Ekim 2018, Fundera: https://www.fundera.com/blog/macro-vsmicro-influencers
• Content Marketing Institute. (2016). Influencer marketing: The latest strategies, templates, anmd tools. Erişim: 14 Ekim 2018, https:// contentmarketinginstitute.com/wp-content/uploads/2016/10/Influencer_ eBook2016_FINAL.pdf
• Flynn, L. R., Goldsmith, R. E., Eastman, J. K. (1996). The King and Summers opinion leadership scale. Journal of Business Research, 31(1), 55-64.
• Freberg, K., Graham, K., McGaughey, K., Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
• Golan, G. J., Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication. 13(4), 959-972.
• Handriana, T., Wisandiko, W. R. (2017). Consumer attitudes toward advertisement and brand, based on the number of endorsers and product involvement: An experimental study. Gadjah Mada International Journal of Business, 19(3), 289-306.
• Hang, H., Auty, S. (2011). Children playing branded video games: The impact of interactivity on product placement effectiveness. Journal of Consumer Psychology, 21(1), 65–72.
• Hatton, G. (2018). Micro influencers vs macro influencers. Erişim: 12 Ekim 2018, SocialMediaToday: https://www.socialmediatoday.com/news/microinfluencers-vs-macro-influencers/516896/
• Healey, J. F. (2015). Statistics: A Tool for Social Research (10. Bs.). Stamford, CT: Cengage Learning.
• Huffpost. (2016). What Is Influencer Marketing? Erişim: 16 Ekim 2018, https://www.huffingtonpost.com/global-yodel/what-is-influcnermarketing_b_10778128.html/
• iAB Türkiye. (Temmuz 2016) Reklam Engelleme Raporu. Erişim: 19 Ekim 2018, https://www.iabturkiye.org/UploadFiles/Reports/ADBLOCKING_ EI_12_07_201605072017172342.pdf
• iAB Türkiye. (2018). Influencer Pazarlaması Raporu. Erişim: 19 Ekim 2018, https:// www.iabturkiye.org/UploadFiles/Reports/inluencer762018162344.pdf
• Katz, E., Lazarsfeld, P. F. (1995). Personal influence. New York, London: Routledge. Krippendorff, K. (2004). Reliability in content analysis: Some common misconceptions and recommendations. Human Communication Research, 30(3), 411-433.
• Kolcuoğlu, R. A. (2018). Instagramda Nüfuz Pazarlaması (Influencer Marketing) ve Doğal Reklamlar Üzerine Betimleyici Bir Araştırma. Yüksek Lisans Tezi, Akdeniz Üniversitesi, Antalya.
• Kurutz, S. (2011). Fashion bloggers, posted and represented. Erişim: 10 Ekim 2018, The New York Times: https://www.nytimes.com/2011/09/29/fashion/ fashion-bloggers-get-agents.html
• Laskey, H. A., Day, E., Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36-41.
• Lazarsfeld, P. F., Berelson, B., Gaudet, H. (1944). The people’s choice. New York: Duell, Sloan, and Pearce.
• Linqua. (2017). The State of Influencer Marketing 2017. Erişim: 13 Ekim 2018, http:// www.linqia.com/wp-content/uploads/2016/11/The-State-of-InfluencerMarketing-2017_Final-Report.pdf
• Linqua. (2018). The State of Influencer Marketing 2018. Erişim: 13 Ekim 2018, http://www.linqia.com/wp-content/uploads/2017/12/Linqia-The-State-ofInfluencer-Marketing-2018.pdf
• Liu, S., Chou, C., Liao, H. (2015). An exploratory study of product placement in social media. Internet Research. 25(2), 300-316.
• Lynn, T., Jaramillo, A., Muzellec, L. (2014). Extending the product placement research agenda: The impact of hypervideo on interactivity and timing of product placement decisions. The Marketing Review, 14(4), 339-360.
• Lyons, B., Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour, 4(5), 319-329.
• Martensen, A., Brockenhuus-Schack, S., Zahid, A. L. (2018). How citizen influencers persuade their followers. Journal of Fashion Marketing and Management, 22(3), 335-353.
• McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
• Mediakix (2017). Erişim: 15 Ekim 2018, http://mediakix.com/2017/08/what-is-amacro-influencer-definition/#gs.4O2vGSo
• Nielsen (Eylül 2015). Global Trust in Advertising: Winning Strategies for an Evolving Media Landscape. Erişim: 18 Ekim 2018, https://www.nielsen.com/content/ dam/ nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-inadvertising-report-september-2015.pdf
• Nisbet, M. C., Kotcher, J. E. (2009). A two-step flow of influence? Opinion leader campaigns on climate change. Science Communication, 30(3), 328-354.
• O’Reilly, L. (31 Ocak 2017). Ad blocker usage is up 30% — and a popular method publishers use to thwart it isn’t working. Erişim: 20 Ekim 2018, Business Insider Ağ Sitesi: https://www.businessinsider.com/pagefair-2017-adblocking-report-2017-1
• Osatuyi, B. (2013). Information sharing on social media sites. Computers in Human Behavior, 29, 2622-2631.
• Özdemir, A. (2010). Yönetim Biliminde İleri Araştırma Yöntemleri ve Uygulamalar (2. Bs.). İstanbul: Beta.
• 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.
• Öztürk, E., Şener, G. (2018). Modada nüfuz pazarlaması: Mikro Instabloggerların ürün yerleştirme uygulamaları. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 11(1), 382-412.
• Pallant, J. (2010). SPSS Survival Manual. New York: McGraw Hill.
• Puto, C., Wells, D. (1984). Informational and transformational advertising: The differential effects of time. T. C. Kinnear (Ed.). Advances in Consumer Research (Sayı XI, s. 638-643). Ann Arbor, MI: Association of Consumer Research.
• Reklamcılar Derneği. (Mart 2018). Türkiye’de Tahmini Medya ve Reklam Yatırımları Reklamcılar Derneği Raporu. Erişim: 18 Ekim 2018, http://rd.org.tr/www/ rd/assets/doc/RD-medya-ve-reklam-yatirimlari-2017-Raporu.pdf
• Russell, C. A., Belch, M. (2005). A managerial investigation into the product placement industry. Journal of Advertising Research, 45(1), 73-92.
• Sheth, J. N. (2018). How social media will impact marketing media. G. Heggde & G. Shainesh (Ed.). Social Media Marketing (s.3-18). Singapur: Palgrave Macmillan.
• Şener, G., Öztürk, E., Suher, H. K. (2016). Instaplacement and its effect on the perceived source credibility of Instabloggers: A study on the university university students. Aydemir Okay (Ed.). Trust in Communication Management. New York: Peter Lang.
• Tafesse, W., Wien, A. (2017). A framework for categorizing social media posts. Cogent Business and Management, 4, 1-22.
• Tafesse, W., Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media. Journal of Consumer Marketing, 35(3), 241-253.
• Taylor, R. E. (1999). A six-segment message strategy wheel. Journal of Advertising Research, 39(6), 7-17.
• van Reijmersdal, E. A., Neijens, P. C., Smit, E. G. (2007). Effects of television brand placement on brand image. Psychology & Marketing, 24(5), 403-420.
• We Are Social (Ocak 2018). Digital in 2018 in Western Asia Part 1 – North West. Erişim: 20 Ekim 2018, https://www.slideshare.net/wearesocial/digital-in2018-in-western-asia-part-1-northwest-86865983
• Wei, M. L., Fischer, E., Main, K. J. (2008). An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing. Journal of Public Policy & Marketing, 27(1), 34-44.
• Wissman, B. (2018). Micro-influencers: The marketing force of the future? Erişim: 20 Ekim 2018, Forbes: https://www.forbes.com/sites/ barrettwissman/2018/03/02/micro-influencers-the-marketing-force-ofthe-future/#2462a30c6707
• Yoo, K., Gretzel, U., Zach, F. (2011). Travel opinion leaders and seekers. Information and Communication Technologies in Tourism Conference Proceedings (525- 535). Vienna: Springer.
• Yüksel, A. H. (2003). İletişim Kavram ve Tanımı. U. Demiray (Ed.) Meslek Yüksekokulları için Genel İletişim. Ankara: Pegem Yayınları.
• Zaichkowsky, J. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.