Whose voice is louder? Influencer and celebrity endorsement on Instagram

Yıl 2021, Cilt: 14 Sayı: 3, 1038 - 1050, 31.07.2021

Deniz Zeren , Nilufer Kapukaya

https://doi.org/10.25287/ohuiibf.815713

Cited By: 3

Öz

The main purpose of this research is to compare influencers’ and celebrities’ posts exposing a brand name according to a few metrics which are ad type, number of likes, number of comments, post type, number of page views for videos, product/service category of exposing brands in posts and engagement rates. With this purpose, this paper examines influencer and celebrity endorsement on Instagram by a content analysis focusing on posts exposing a brand name. Results of the content analysis of 126 posts of six Turkish celebrities and six Turkish influencers revealed that the total number of posts shared by influencers are doubled the total number of posts shared by celebrities. On the other hand, the total number of posts with a brand exposed by celebrities is more than influencers’. In terms of product category, fashion/clothing/apparel products are shared mostly for both groups. Another important result of this study is about ad type used by celebrities and influencers in their posts. According to the results, the most used ad type by both celebrities and influencers is sharing the brand while using the product.

Anahtar Kelimeler

Influencer Marketing, Celebrity Endorsement, Instagram Marketing, Content Analysis

Kimin sesi daha yüksek? Instagramda sosyal medya fenomeni ve ünlü destekçi kullanımı

Öz

Bu çalışmanın esas amacı sosyal medya fenomenlerinin ve ünlülerin bir marka adı içeren paylaşımlarının reklam türü, beğeni sayısı, yorum sayısı, paylaşım sayısı, video paylaşımları için sayfa görüntüleme sayısı, paylaşımlardaki markaların ürün/hizmet kategorileri ve etkileşim oranı gibi bazı metriklere dayanarak karşılaştırılmasıdır. Bu amaç doğrultusunda, bu çalışma, bir marka adını içeren gönderilere odaklanan bir içerik analizi çalışması ile Instagram'daki sosyal medya fenomeni ve ünlülerin ürün destekçiliğini incelemektedir. 6 Türk ünlü ve 6 Türk sosyal medya fenomeninin 126 gönderisinin incelendiği içerik analizi sonuçları, sosyal medya fenomenlerinin paylaştığı toplam gönderi sayısının, ünlülerin paylaştığı toplam gönderi sayısının neredeyse iki katına yakın olduğunu ortaya koymaktadır. Ancak, ünlüler tarafından paylaşılan toplam marka içerikli gönderi sayısının sosyal medya fenomenlerinin toplam marka içerikli gönderi sayısından daha fazla olduğu da görülmektedir. Ürün/hizmet kategorisi açısından, her iki grup için de en çok moda ve giyim ürünleri ile ilgili marka adlarının paylaşıldığı görülmektedir. Bu çalışmanın bir diğer önemli bulgusu ise sosyal medya fenomenleri ve ünlülerin paylaşımlarında kullandıkları reklam türü ile ilgilidir. Buna göre, hem ünlüler hem de sosyal medya fenomenleri tarafından en çok kullanılan reklam türünün, “ürünü kullanırken markanın paylaşılması” olduğu görülmektedir.

Anahtar Kelimeler

Etkileyici Pazarlama, Ünlü Kullanımı, Instagram Pazarlama, İçerik Analizi

Kaynakça

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