Öz
Sosyal medya günümüzde öne çıkan reklam
mecralarından birisi haline dönüşürken, popüler sosyal ağ siteleri de
reklamcılık açısından yeni bir çerçeve sunmaktadır. Bu çalışma, Instagram’ı
odağına alarak yürütülen bir saha çalışmasıyla tanınmış kişilerin/ünlülerin
sosyal medyadaki reklam pratikleri üzerine yoğunlaşmakta ve reklamların aldığı
yeni biçimleri belirlemeye çalışmaktadır. Çalışma, ayrıca, kullanıcıların ünlü
dolayımlı reklamlara verdikleri tepkileri incelemektedir. Bu kapsamda, toplamda
2 bin 505 Instagram görseli nicel ve nitel yöntem teknikleri kullanılarak
analiz edilmiştir. Söz konusu görseller 2017 yılında Instagram üzerinden en
fazla geliri elde eden 10 tanınmış kişinin hesabından toplanmıştır. Sonuçlar,
Instagram’da iki temel reklam stratejisinin uygulandığını göstermektedir.
Bunlardan birisi açık reklam stratejisiyken, diğeri gizli reklam stratejisidir.
Ünlüler her iki strateji altında farklı reklam pratiklerini de
kullanmaktadırlar. Sonuçlar, aynı zamanda, kullanıcıların beğeni pratiklerinin
görsellerin reklam içeriklerine göre farklılaşmadığını ortaya koymaktadır.
Bu çalışma etkileşimli bir
makale olarak tasarlanmıştır. Çalışmada yer alan görsellerin web ortamına aktarılmış etkileşimli
ve detaylı versiyonlarına http://netlab.media/publication/190415sm/adresinden ulaşılabilir.
Anahtar Kelimeler
Sosyal Medya Instagram Reklamcılık Reklamlarda Ünlü Kullanımı Reklam Stratejileri
Destekleyen Kurum
Ankara Üniversitesi İletişim Fakültesi NETlab Yeni Medya Araştırmaları Laboratuvarı
Kaynakça
- Albert, Noël, Laure Ambroise ve Pierre Valette-Florence. 2017. “Consumer, brand, celebrity: Which congruency produces effective celebrityendorsements?” Journal of Business Research 81:69-106. doi: 10.1016/j.jbusres.2017.08.002.
- Ambroise, Laure, Gaëlle Pantin-Sohier, Pierre Valette-Florence, Noel Albert. 2014. “From endorsement to celebrity co-branding: Personality transfer.” Journal of Brand Management 21 (4):273-285. doi:10.1057/bm.2014.7.
- Awasthi, Ashwini K. ve Sapna Choraria. 2015. “Effectiveness of celebrity endorsement advertisements: The role of customer imitation behaviour.” Journal of Creative Communications 10 (2):215-34. doi: 10.1177/0973258615597412.
- Biswas, Somdutta, Mahmood Hussain ve Kathleen O'Donnell. 2009. “Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study.” Journal of Global Marketing 22 (2):121-137. doi: 10.1080/08911760902765940.
- Campbell, Margaret C. ve Caleb Warren. 2012. “A risk of meaning transfer: Are negative associations more likely to transfer than positive associations?” Social Influence 7 (3):172-192. doi: 10.1080/15534510.2012.663740.
- Chu, Shu-Chuan, Sara Kamal ve Yoojung Kim. 2013. “Understanding consumers' responses toward social media advertising and purchase intention toward luxury products.” Journal of Global Fashion Marketing 4 (3):158-174. doi: 10.1080/20932685.2013.790709.
- Costanzo, Paul J. ve Janelle E. Goodnight. 2005. “Celebrity endorsements: Matching celebrity and endorsed brand in magazine advertisements.” Journal of Promotion Management 11 (4):49-62. doi: 10.1300/J057v11n04_05.
- Djafarova, Elmira ve Chloe Rushworth. 2017. “Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users.” Computers in Human Behavior 68:1-7. doi: 10.1016/j.chb.2016.11.009.
- Eisend, Martin ve Tobias Langner. 2010. “Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise.” International Journal of Advertising 29(4):527-546. doi: 10.2501/S0265048710201336.
- Erfgen, Carsten, Sebastian Zenker ve Henrik Sattler. 2015. “The vampire effect: When do celebrity endorsers harm brand recall?” International Journal of Research in Marketing 32 (2):155-163. doi: 10.1016/j.ijresmar.2014.12.002.
- Escalas, Jennifer E. ve James R. Bettman. 2017. “Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging.” Journal of Advertising 46 (2):297-308. doi: 10.1080/00913367.2016.1274925.
- Evans, Nathaniel J., Joe Phua, Jay Lim ve Hyoyeun Jun. 2017. “Disclosing instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent.” Journal of Interactive Advertising 17 (2):138-149. doi: 10.1080/15252019.2017.1366885.
- Fraser, Benson P. ve William J. Brown. 2002. “Media, celebrities, and social influence: Identification with Elvis Presley.” Mass Communication and Society 5(2):183-206. doi:10.1207/S15327825MCS0502_5.
- Gillian, Rose. 2007. Visual methodologies: An introduction to the interpretation of visual materials. London: Sage.
- Harris, Lisa ve Alan Rae. 2009. “Social networks: The future of marketing for small business.” Journal of Business Strategy 30 (5):24-31. doi: 10.1108/02756660910987581 Instagram Rich List. “The platform’s highest-earners revealed.” Erişim tarihi 28 Aralık 2017. https://www.hopperhq.com/blog/instagram-rich-list-2017-platforms-highest-earners-revealed.
- Instagram. “About Instagram.” Son değişim tarihi 14 Ocak 2019. https://www.instagram.com.
- Internet World Stats. “Internet World Stats.” Son değişim tarihi 14 Ocak 2019. https://www.internetworldstats.com.
- Jin, Seung-A Annie ve Joe Phua. 2014. “Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities.” Journal of Advertising 43 (2):181-195. doi: 10.1080/00913367.2013.827606.
- Jin, Seunga V. 2018. “Celebrity 2.0 and beyond! Effects of Facebook profile sources on social networking advertising.” Computers in Human Behavior 79:154-168. doi: 10.1016/j.chb.2017.10.033.
- Kaikati, Jack G. 2015. “Celebrity advertising: A review and synthesis.” International Journal of Advertising 6 (2):93-105.
- Kim, Hyojin, Eunju Ko ve Juran Kim. 2015. “SNS users' para-social relationships with celebrities: social media effects on purchase intentions.” Journal of Global Scholars of Marketing Science 25 (3):279-294. doi: 10.1080/21639159.2015.1043690.
- Knoll, Johannes. 2016. “Advertising in social media: a reviewof empirical evidence.” International Journal of Advertising 35 (2):266-300. doi:10.1080/02650487.2015.1021898
- Lord, Kenneth R. ve Sanjay Putrevu. 2009. “Informational and transformational responses to celebrity endorsements.” Journal of Current Issues & Research in Advertising 31(1):1-13. doi: 10.1080/10641734.2009.10505253.
- Malik, Garima ve Abhinav Guptha. 2014. “Impact of celebrity endorsements and brand mascots on consumer buying behavior.” Journal of Global Marketing 27 (2):128-143. doi:10.1080/08911762.2013.864374.
- Maronick, Thomas J. 2008. “Celebrity versus company president as endorsers of high risk products for elderly consumers.” Journal of Promotion Management 11 (4):63-80. doi: 10.1300/J057v11n04_06
- Marwick, Alice E. 2015. “Instafame: Luxury selfies in the attention economy.” Public Culture 27 (175):137-160. doi: 10.1215/08992363-2798379.
- McCormick, Karla. 2016. “Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions.” Journal of Retailing and Consumer Services 32:39-45. doi: 10.1016/j.jretconser.2016.05.012.
- McCracken, Grant. 1985. “Who is the celebrity endorser? Cultural foundations of the endorsement process.” Journal of Consumer Research 16 (3):310-321.
- Phua, Joe, Seunga V. Jin ve Jung M. Hahm. 2018. “Celebrity-endorsed e-cigarette brand Instagram advertisements: Effects on young adults’ attitudes towards e-eigarettes and smoking intentions.” Journal of Health Psychology 23 (4):550-60. doi: 10.1177/1359105317693912.
- Rice, Dan H., Katie Kelting ve Richard J. Lutz. 2012. “Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes.” Journal of Consumer Psychology 22 (2):249-259. doi: 10.1016/j.jcps.2011.06.002.
- Roy, Subhadip. 2018. “Meaning transfer in celebrity endorsements: an explanation using metaphors.” Journal of Marketing Communications 24 (8):843-862. doi: 10.1080/13527266.2016.1197294.
- Spears, Nancy, Marla Royne ve Eric V. Steenburg. 2013. “Are celebrity-heroes effective endorsers? Exploring the link between hero, celebrity, and advertising response.” Journal of Promotion Management 19 (1):17-37. doi: 10.1080/10496491.2012.715126.
- Tanner, Robin J. ve Ahreum Maeng. 2012. “A tiger and a president: Imperceptible celebrity facial cues influence trust and preference.” Journal of Consumer Research 39:769-783. doi:10.1086/665412.
- Voorveld, Hilde A.M. ve Guda van Noort. 2014. “Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses.” Journal of Creative Communications 9 (3):253-68. doi:10.1177/0973258614545155.
- We Are Social. “Digital in 2018.” Son değişim tarihi 14 Ocak 2019. https://wearesocial.com/blog/2018/01/global-digital-report-2018.
- Wei, Pei-Shan ve Hsi-Peng Lu. 2013. “An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior.” Competer in Human Behavior 29:193-201. doi: 10.1016/j.chb.2012.08.005.
Öz
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.
Anahtar Kelimeler
Social Media Instagram Advertising Celebrities Advertising Strategies
Kaynakça
- Albert, Noël, Laure Ambroise ve Pierre Valette-Florence. 2017. “Consumer, brand, celebrity: Which congruency produces effective celebrityendorsements?” Journal of Business Research 81:69-106. doi: 10.1016/j.jbusres.2017.08.002.
- Ambroise, Laure, Gaëlle Pantin-Sohier, Pierre Valette-Florence, Noel Albert. 2014. “From endorsement to celebrity co-branding: Personality transfer.” Journal of Brand Management 21 (4):273-285. doi:10.1057/bm.2014.7.
- Awasthi, Ashwini K. ve Sapna Choraria. 2015. “Effectiveness of celebrity endorsement advertisements: The role of customer imitation behaviour.” Journal of Creative Communications 10 (2):215-34. doi: 10.1177/0973258615597412.
- Biswas, Somdutta, Mahmood Hussain ve Kathleen O'Donnell. 2009. “Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study.” Journal of Global Marketing 22 (2):121-137. doi: 10.1080/08911760902765940.
- Campbell, Margaret C. ve Caleb Warren. 2012. “A risk of meaning transfer: Are negative associations more likely to transfer than positive associations?” Social Influence 7 (3):172-192. doi: 10.1080/15534510.2012.663740.
- Chu, Shu-Chuan, Sara Kamal ve Yoojung Kim. 2013. “Understanding consumers' responses toward social media advertising and purchase intention toward luxury products.” Journal of Global Fashion Marketing 4 (3):158-174. doi: 10.1080/20932685.2013.790709.
- Costanzo, Paul J. ve Janelle E. Goodnight. 2005. “Celebrity endorsements: Matching celebrity and endorsed brand in magazine advertisements.” Journal of Promotion Management 11 (4):49-62. doi: 10.1300/J057v11n04_05.
- Djafarova, Elmira ve Chloe Rushworth. 2017. “Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users.” Computers in Human Behavior 68:1-7. doi: 10.1016/j.chb.2016.11.009.
- Eisend, Martin ve Tobias Langner. 2010. “Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise.” International Journal of Advertising 29(4):527-546. doi: 10.2501/S0265048710201336.
- Erfgen, Carsten, Sebastian Zenker ve Henrik Sattler. 2015. “The vampire effect: When do celebrity endorsers harm brand recall?” International Journal of Research in Marketing 32 (2):155-163. doi: 10.1016/j.ijresmar.2014.12.002.
- Escalas, Jennifer E. ve James R. Bettman. 2017. “Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging.” Journal of Advertising 46 (2):297-308. doi: 10.1080/00913367.2016.1274925.
- Evans, Nathaniel J., Joe Phua, Jay Lim ve Hyoyeun Jun. 2017. “Disclosing instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent.” Journal of Interactive Advertising 17 (2):138-149. doi: 10.1080/15252019.2017.1366885.
- Fraser, Benson P. ve William J. Brown. 2002. “Media, celebrities, and social influence: Identification with Elvis Presley.” Mass Communication and Society 5(2):183-206. doi:10.1207/S15327825MCS0502_5.
- Gillian, Rose. 2007. Visual methodologies: An introduction to the interpretation of visual materials. London: Sage.
- Harris, Lisa ve Alan Rae. 2009. “Social networks: The future of marketing for small business.” Journal of Business Strategy 30 (5):24-31. doi: 10.1108/02756660910987581 Instagram Rich List. “The platform’s highest-earners revealed.” Erişim tarihi 28 Aralık 2017. https://www.hopperhq.com/blog/instagram-rich-list-2017-platforms-highest-earners-revealed.
- Instagram. “About Instagram.” Son değişim tarihi 14 Ocak 2019. https://www.instagram.com.
- Internet World Stats. “Internet World Stats.” Son değişim tarihi 14 Ocak 2019. https://www.internetworldstats.com.
- Jin, Seung-A Annie ve Joe Phua. 2014. “Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities.” Journal of Advertising 43 (2):181-195. doi: 10.1080/00913367.2013.827606.
- Jin, Seunga V. 2018. “Celebrity 2.0 and beyond! Effects of Facebook profile sources on social networking advertising.” Computers in Human Behavior 79:154-168. doi: 10.1016/j.chb.2017.10.033.
- Kaikati, Jack G. 2015. “Celebrity advertising: A review and synthesis.” International Journal of Advertising 6 (2):93-105.
- Kim, Hyojin, Eunju Ko ve Juran Kim. 2015. “SNS users' para-social relationships with celebrities: social media effects on purchase intentions.” Journal of Global Scholars of Marketing Science 25 (3):279-294. doi: 10.1080/21639159.2015.1043690.
- Knoll, Johannes. 2016. “Advertising in social media: a reviewof empirical evidence.” International Journal of Advertising 35 (2):266-300. doi:10.1080/02650487.2015.1021898
- Lord, Kenneth R. ve Sanjay Putrevu. 2009. “Informational and transformational responses to celebrity endorsements.” Journal of Current Issues & Research in Advertising 31(1):1-13. doi: 10.1080/10641734.2009.10505253.
- Malik, Garima ve Abhinav Guptha. 2014. “Impact of celebrity endorsements and brand mascots on consumer buying behavior.” Journal of Global Marketing 27 (2):128-143. doi:10.1080/08911762.2013.864374.
- Maronick, Thomas J. 2008. “Celebrity versus company president as endorsers of high risk products for elderly consumers.” Journal of Promotion Management 11 (4):63-80. doi: 10.1300/J057v11n04_06
- Marwick, Alice E. 2015. “Instafame: Luxury selfies in the attention economy.” Public Culture 27 (175):137-160. doi: 10.1215/08992363-2798379.
- McCormick, Karla. 2016. “Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions.” Journal of Retailing and Consumer Services 32:39-45. doi: 10.1016/j.jretconser.2016.05.012.
- McCracken, Grant. 1985. “Who is the celebrity endorser? Cultural foundations of the endorsement process.” Journal of Consumer Research 16 (3):310-321.
- Phua, Joe, Seunga V. Jin ve Jung M. Hahm. 2018. “Celebrity-endorsed e-cigarette brand Instagram advertisements: Effects on young adults’ attitudes towards e-eigarettes and smoking intentions.” Journal of Health Psychology 23 (4):550-60. doi: 10.1177/1359105317693912.
- Rice, Dan H., Katie Kelting ve Richard J. Lutz. 2012. “Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes.” Journal of Consumer Psychology 22 (2):249-259. doi: 10.1016/j.jcps.2011.06.002.
- Roy, Subhadip. 2018. “Meaning transfer in celebrity endorsements: an explanation using metaphors.” Journal of Marketing Communications 24 (8):843-862. doi: 10.1080/13527266.2016.1197294.
- Spears, Nancy, Marla Royne ve Eric V. Steenburg. 2013. “Are celebrity-heroes effective endorsers? Exploring the link between hero, celebrity, and advertising response.” Journal of Promotion Management 19 (1):17-37. doi: 10.1080/10496491.2012.715126.
- Tanner, Robin J. ve Ahreum Maeng. 2012. “A tiger and a president: Imperceptible celebrity facial cues influence trust and preference.” Journal of Consumer Research 39:769-783. doi:10.1086/665412.
- Voorveld, Hilde A.M. ve Guda van Noort. 2014. “Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses.” Journal of Creative Communications 9 (3):253-68. doi:10.1177/0973258614545155.
- We Are Social. “Digital in 2018.” Son değişim tarihi 14 Ocak 2019. https://wearesocial.com/blog/2018/01/global-digital-report-2018.
- Wei, Pei-Shan ve Hsi-Peng Lu. 2013. “An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior.” Competer in Human Behavior 29:193-201. doi: 10.1016/j.chb.2012.08.005.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 14 Haziran 2019 |
| Yayımlandığı Sayı | Yıl 2019Cilt: 6 Sayı: 1 |
