Modada Nüfuz Pazarlaması: Mikro Instabloggerların Ürün Yerleştirme Uygulamaları

Moda ve moda ürünleri üzerine bilgilerini, kullanıma yönelik deneyim ve değerlendirmelerini tüketicilerle paylaşan Instabloggerlar moda haftalarının vazgeçilmez figürleri haline gelmiştir. Tüketiciler tarafından güvenilir ve samimi bilgi kaynakları olarak görülen bu Nüfuzlular, pazarlamacıların ağızdan ağıza reklam uygulamalarının da son dönemdeki ana aktörleridir. Sosyal ağların yepyeni bir uygulama alanı açtığı ağızdan ağıza iletişim; ürün yerleştirme taktiğiyle işlerlik, Nüfuz Pazarlaması’yla ise yaygınlık kazanmıştır. Bu çalışmanın amacı; Mikro Moda Instabloggerlarının ürün yerleştirme uygulamalarını incelemek, uygulamanın Instagram’daki bileşenlerine dair tanımlayıcı bir çerçeve sunmak ve bu bileşenler arasındaki ilişkileri ortaya koymaktır. Çalışma kapsamında, içerik analizi yöntemiyle 273 ürün yerleştirmeli Instagram paylaşımı incelenmiş ve bulgular paylaşılmıştır. Belirginlik, anlatısal uyum, interaktivite, diyalog düzeyi, ürün yerleştirme sıklığı ve etkileşim düzeyi arasındaki ilişkilerin yanı sıra cinsiyet ve hesap türünün (Yüksek Moda/Sokak Modası) ürün yerleştirme uygulamalarında yarattığı farklar ortaya konmuştur.

Anahtar Kelimeler:

Nüfuz Pazarlaması, Ürün Yerleştirme, Instablogger, Instagram, İçerik Analizi

INFLUENCER MARKETING IN FASHION: PRODUCT PLACEMENT PRACTICES OF MICRO INSTABLOGGERS

Instabloggers who share their knowledge, their consumption related experience and opinion about fashion and fashion products became indispensable figures of fashion weeks. These fashion influencers whom consumers find trustworthy and sincere are also considered to be the main actors of WOM advertisements by marketers. And thanks to social networks WOM communication has found new grounds, has widened its use via product placements as part of Influencer Marketing incentives.The aim of this study is to examine product placements of micro fashion Instabloggers, to provide working definitions for the product placements’ constituent elements on Instagram and to unfold the relationships between those constituent elements. Within the confines of this study, 273 Instagram posts that involved product placements were examined through content analysis. The relationships between prominence, narrative congruity, interactivity, level of conversation, placement intensity and engagement as well as the differences that gender and account type (high fashion vs. street fashion) create regarding product placement practice were presented in the findings.

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