{"id":3628,"date":"2019-04-18T11:51:20","date_gmt":"2019-04-18T08:51:20","guid":{"rendered":"http:\/\/netlab.media\/?page_id=3628"},"modified":"2019-06-14T14:47:56","modified_gmt":"2019-06-14T11:47:56","slug":"190415sm","status":"publish","type":"page","link":"https:\/\/netlab.media\/en\/publication\/190415sm\/","title":{"rendered":"The Role of Social Media in Advertising: A Research on Instagram"},"content":{"rendered":"
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The Role of Social Media in Advertising: A Research on Instagram<\/h2><\/div>
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Zafer K\u0131yan<\/a> & Ergin \u015eafak Dikmen<\/a> Ankara University Communication Faculty<\/a><\/h3>\n

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Abstract<\/h4>\n

Social media has been one of the most 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 was collected from 10 Instagram accounts of celebrity endorsers who were the biggest 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.<\/p>\n

Citation:<\/p>\n

Kiyan, Z. & Dikmen, E. (2019) Sosyal Medyan\u0131n Reklamc\u0131l\u0131ktaki Rol\u00fc: Instagram \u00dczerine Bir Ara\u015ft\u0131rma. Ankara University \u0130lef Journal<\/em>, 6(1): Doi:10.24955\/ilef.554036<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div>

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This micro-page is a digital extension of the article titled \"The Role of Social Media in Advertising: A Research on Instagram\". <\/strong>It is recommended to read this page in conjunction with the article in question.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\r\n

Makale<\/span><\/a><\/div>\n\t
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Influencer, Follower and Product Scheme in Social Media Environment<\/h2>\n

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\n\t<\/i>\n<\/div><\/div><\/div>\n<ul>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Tüketicilerin reklama yöneli\u015f ve sat\u0131n alma davran\u0131\u015flar\u0131 reklamdaki ünlülerin karakter özelliklerinden etkilenmektedir (Awasthi ve Choraria, 2015).<\/h6>\n<\/li>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Reklam etkisinin do\u011frudan olmad\u0131\u011f\u0131, aksine kültürel farkl\u0131l\u0131klardan etkilendi\u011fini gözlemlemi\u015ftir (Biswas vd.,2009).<\/h6>\n<\/li>\n<\/ul>\n<p><\/span> <\/a> <\/div><\/div>
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\n\t<\/i>\n<\/div><\/div><\/div><\/p>\n<ul>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Tan\u0131nm\u0131\u015f ki\u015filer, reklamverenlerce markaya ya da ürüne ki\u015filik (\u015fahsiyet, karakter vs.) katmalar\u0131 için kullan\u0131lmaktad\u0131r (Kaikati, 1987).<\/h6>\n<\/li>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Ünlüler markaya kendi ki\u015filiklerini aktarmaktad\u0131r (Ambroise vd., 2014).<\/h6>\n<\/li>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Ünlülerin ürünü tüketmesiyle, ürünün tan\u0131n\u0131rl\u0131l\u0131\u011f\u0131 art\u0131r\u0131lmaya çal\u0131\u015fmakatd\u0131r (McCracken, 1985).<\/h6>\n<\/li>\n<\/ul>\n<p><\/span> <\/a> <\/div>
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\n\t<\/i>\n<\/div><\/div><\/div><\/p>\n<ul>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Ünlüye ait özellikler metaforlar yoluyla ürüne geçmektedir (Roy, 2018).<\/h6>\n<\/li>\n<\/ul>\n<p><\/span> <\/a> <\/div>
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\n\t<\/i>\n<\/div><\/div><\/div><\/p>\n<ul>\n<li style="&#039;text-align:" left;&#039;>\n<h6>S\u0131n\u0131f, statü, cinsiyet, ya\u015f, ki\u015fisel özellikler ve ya\u015fam tarzlar\u0131na  ili\u015fkin anlamlar\u0131n reklamlar dolay\u0131m\u0131yla tan\u0131nm\u0131\u015f ki\u015filerden ürünlere ve tüketicilere aktar\u0131lmaktad\u0131r (McCracken, 1985).<\/h6>\n<\/li>\n<\/ul>\n<p><\/span> <\/a> <\/div>
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\n\t<\/i>\n<\/div><\/div><\/div><\/p>\n<ul>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Reklamlarda ünlü kullan\u0131m\u0131n\u0131n, genel kan\u0131n\u0131n aksine, markan\u0131n hat\u0131rlanmas\u0131n\u0131 kolayla\u015ft\u0131rmad\u0131\u011f\u0131n\u0131 gözlenmi\u015ftir (Costanzo ve Goodnight, 2005).<\/h6>\n<\/li>\n<li style="&#039;text-align:" left;&#039;>\n<h6>Özde\u015flik kurma sadece hayran\u0131 oldu\u011fu ünlüler gibi \u015fark\u0131 söylemek ya da dans etmek de\u011fil ayn\u0131 zamanda onlar gibi tüketmek anlam\u0131na geliyor (Froser ve Brow, 2002).<\/h6>\n<\/li>\n<\/ul>\n<p><\/span> <\/a> <\/div><\/div>\n<\/div>
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<\/div>","protected":false},"excerpt":{"rendered":"Sosyal Medyan\u0131n Reklamc\u0131l\u0131ktaki Rol\u00fc: Instagram \u00dczerine Bir Ara\u015ft\u0131rma Zafer K\u0131yan & Ergin \u015eafak Dikmen \u2013 Ankara \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi \u00d6z Sosyal medya g\u00fcn\u00fcm\u00fczde \u00f6ne \u00e7\u0131kan reklam mecralar\u0131ndan birisi haline d\u00f6n\u00fc\u015f\u00fcrken, pop\u00fcler sosyal a\u011f siteleri de reklamc\u0131l\u0131k a\u00e7\u0131s\u0131ndan yeni bir \u00e7er\u00e7eve Devam\u0131... <\/a><\/span>","protected":false},"author":1,"featured_media":3650,"parent":3279,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"_links":{"self":[{"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/pages\/3628"}],"collection":[{"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/comments?post=3628"}],"version-history":[{"count":1,"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/pages\/3628\/revisions"}],"predecessor-version":[{"id":4007,"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/pages\/3628\/revisions\/4007"}],"up":[{"embeddable":true,"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/pages\/3279"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/media\/3650"}],"wp:attachment":[{"href":"https:\/\/netlab.media\/en\/wp-json\/wp\/v2\/media?parent=3628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}