INSTAGRAMDA MARKA İMAJI YARATMADA ETKİLEYİCİ KİŞİLER VE MÜŞTERİ ETKİLEŞİMİ: SPONSORLU ÜRÜN YORUMLARININ ANALİZİNE YÖNELİK BİR ÇALIŞMA

Yıl 2020, Cilt: 11 Sayı: 27, 541 - 554, 10.06.2020

Ayşenur Efe , Keti Ventura

https://doi.org/10.21076/vizyoner.651017

Cited By: 3

Öz

Instagram’ın popülerlik kazanmasıyla birlikte, işletmeler ticari kazanç sağlamak için bu mecrayı pazarlama faaliyeti olarak kullanmaya başlamışlardır. Son dönemde özellikle “etkileyici” adı verilen kişilerin, gerek tüketicilerin bireysel satın alma kararlarını gerekse marka imajı yaratmada ve müşterilerle etkileşim yaratmak amacıyla sıklıkla kullanıldıkları bilinmektedir. Instagram üzerinde deneyim ve bilgi paylaşan “etkileyici”lerin paylaşımları tüketicilerin zihninde kaynağa güvenilirlik açısından her zaman olumlu bir marka imajı ve etkileşim yaratamamaktadır. Ancak etkileyici kişilerin sponsorlu ürün olarak yaptıkları paylaşımlarda bu durumun farklılık gösterdiği görülmektedir. Etkileyici kişilerin sıklıkla kullanıldığı alanlardan biri de şüphesiz ki makyaj ve güzellik sektörüdür. Instagram’da bu alanda oldukça yoğun ürün ya da hizmet odaklı paylaşımlar yapıldığı görülmektedir. Bu kapsamda çalışmanın amacı, kozmetik ve yaşam alanında paylaşımlarda bulunan bir etkileyici kişinin sponsorlu ürünleri deneyimlemesi üzerine, yaptığı olumlu ve olumsuz ürün yorumlarının takipçilerinin marka imajı ve etkileşim üzerindeki etkisini incelemektir. Keşifsel bir araştırma niteliği taşıyan bu araştırmada 2011 yılından beri kozmetik ve yaşam alanında deneyim ve önerilerini paylaşan “etkileyici kişi” Görkem Karman’ın, Instagram üzerinden olumlu ve olumsuz sponsorlu ürün deneyimlerinin takipçilerinde yarattığı marka imajı ve etkileşimi değerlendirmek amacıyla olumlu ve olumsuz ürün deneyimi paylaşımlarına yapılan takipçi yorumlarına yönelik içerik analizi uygulanmıştır.

Anahtar Kelimeler

Sponsorlu Ürünler, Marka İmajı, Instagram Pazarlaması, Etkileyici Kişiler

INFLUENCERS AND CUSTOMER INTERACTION IN CREATING BRAND IMAGE ON INSTAGRAM: A STUDY ON THE ANALYSIS OF SPONSORED PRODUCT REVIEWS

Öz

Along with Instagram gaining popularity, businesses have started to use this channel as a marketing activity for commercial gain. It is known that people who are called “influencers” have been used frequently in order to create consumer image decisions, brand image and to interact with customers. The sharing of influencers who share experience and information on Instagram cannot always create a positive brand image and interaction in terms of reliability in the mind of consumers. However, it is seen that this situation differs in the sharing of impressive people as sponsored products. One of the areas where influencers are frequently used is undoubtedly the makeup and beauty industry. It is seen that there are very intensive product or service oriented posts in this field on Instagram. In this context, the aim of the study is to examine the effects of positive and negative product reviews on the brand image and interaction of the followers of an influencer who shares in the field of cosmetics and life, on the experience of sponsored products. In the research, which is an exploratory research, the “influencers” who has shared his experiences and suggestions in the field of cosmetics and life since 2011, made positive and negative product experience sharing to evaluate the brand image and interaction created by Görkem Karman on followers of positive and negative sponsored product experiences on Instagram. Content analysis is applied to follower comments.

Anahtar Kelimeler

Sponsored Products, Brand Image, Instagram Marketing, Influencers

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