Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma

Zafer Kıyan; Ergin Şafak Dikmen

doi:10.24955/ilef.554036

EN TR

The Role of Social Media in Advertising: An Examination on Instagram

Abstract

Social media has been one of the prominent advertising platforms, and popular social network sites such as Facebook or Instagram provide different ways to advertise brands. This study aims to explore what kind of advertising strategies are implemented on social media by focusing on celebrity endorsers on Instagram. The current study also examines the reaction of Instagram users to the images shared by celebrities. A total of 2,505 Instagram images were analysed using quantitative and qualitative content techniques. The quantitative data collected from 10 Instagram accounts of celebrity endorsers who were the most earners on the platform in 2017. Analysis of the data has revealed that celebrity endorsers use two main strategies to advertise brands on Instagram: Overt and covert advertising techniques. Using these techniques, celebrity endorsers also implement different strategies to promote brands. Analysis of the data has also discovered that Instagram images that contain promotional materials or branded products do not have a substantial impact on the liking practices of Instagram users.

Keywords

Social Media,Instagram,Advertising,Celebrities,Advertising Strategies

Destekleyen Kurum

Ankara Üniversitesi İletişim Fakültesi NETlab Yeni Medya Araştırmaları Laboratuvarı

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Zafer Kıyan ^*
0000-0002-7318-5419
Türkiye

Ergin Şafak Dikmen
0000-0002-2360-7046
Türkiye

Yayımlanma Tarihi

14 Haziran 2019

Gönderilme Tarihi

15 Ocak 2019

Kabul Tarihi

29 Mart 2019

Yayımlandığı Sayı

Yıl 1970 Cilt: 6 Sayı: 1

DOI

https://doi.org/10.24955/ilef.554036

IZ

https://izlik.org/JA66JE97TC

Kaynak Göster

RIS / Bibtex

APA

Kıyan, Z., & Dikmen, E. Ş. (2019). Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma. Ankara Üniversitesi İlef Dergisi, 6(1), 121-146. https://doi.org/10.24955/ilef.554036

AMA

1.Kıyan Z, Dikmen EŞ. Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma. Ankara Üniversitesi İlef Dergisi. 2019;6(1):121-146. doi:10.24955/ilef.554036

Chicago

Kıyan, Zafer, ve Ergin Şafak Dikmen. 2019. “Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma”. Ankara Üniversitesi İlef Dergisi 6 (1): 121-46. https://doi.org/10.24955/ilef.554036.

EndNote

Kıyan Z, Dikmen EŞ (01 Haziran 2019) Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma. Ankara Üniversitesi İlef Dergisi 6 1 121–146.

IEEE

[1]Z. Kıyan ve E. Ş. Dikmen, “Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma”, Ankara Üniversitesi İlef Dergisi, c. 6, sy 1, ss. 121–146, Haz. 2019, doi: 10.24955/ilef.554036.

ISNAD

Kıyan, Zafer - Dikmen, Ergin Şafak. “Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma”. Ankara Üniversitesi İlef Dergisi 6/1 (01 Haziran 2019): 121-146. https://doi.org/10.24955/ilef.554036.

JAMA

1.Kıyan Z, Dikmen EŞ. Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma. Ankara Üniversitesi İlef Dergisi. 2019;6:121–146.

MLA

Kıyan, Zafer, ve Ergin Şafak Dikmen. “Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma”. Ankara Üniversitesi İlef Dergisi, c. 6, sy 1, Haziran 2019, ss. 121-46, doi:10.24955/ilef.554036.

Vancouver

1.Zafer Kıyan, Ergin Şafak Dikmen. Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma. Ankara Üniversitesi İlef Dergisi. 01 Haziran 2019;6(1):121-46. doi:10.24955/ilef.554036

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Sosyal Medyanın Reklamcılıktaki Rolü: Instagram Üzerine Bir Araştırma

The Role of Social Media in Advertising: An Examination on Instagram

Abstract

Keywords