İbrahim KIRCOVA, Fatih PINARBAŞI, Şirin Gizem KÖSE

UNDERSTANDING EPHEMERAL SOCIAL MEDIA THROUGH INSTAGRAM STORIES: A MARKETING PERSPECTIVE

Choosing media channels and consuming in digital channels have become crucial subjects in marketing and communication in the last century. Ephemeral social media, which can be defined as sharing and consuming media content in a short period, has recently become a widespread habit in social media tools. Ephemeral timelines that are a product of this concept has recently increased its importance in digital communication channels. In line with this trend, this study explores consumers’ intention to continue using Instagram Stories, which is a service provided by Instagram and makes it possible to share content that is available for 24 hours only. Regression analyses are conducted to analyze the relationships between model variables, and Chi-square tests are employed to evaluate relationships between intention and personal attributes. As a result, it is found that perceived ephemerality, reliance on graphics and social presence have a positive relationship with the intention to continue using Instagram Stories. T he study also assesses related personal attributes for the intention which can be used for academic and managerial implications.

GEÇİCİ SOSYAL MEDYAYI INSTAGRAM HİKAYELERİ İLE ANLAMAK: PAZARLAMA PERSPEKTİFİ

Medya kanallarının seçilmesi ve dijital kanallarda tüketilmesi geçen yüzyılda pazarlama ve iletişimde çok önemli konular haline gelmiştir. Kısa bir süre içinde paylaşılan ve yok olan medya içeriği olarak tanımlanabilen geçici sosyal medya, sosyal medya araçlarında son zamanlarda yaygın bir alışkanlık haline gelmiştir. Bu kavramın bir ürünü olan geçici zaman çizelgeleri, dijital iletişim kanallarındaki önemini son zamanlarda artırmıştır. Bu artan öneme yönelik olarak, çalışmada tüketicilerin Instagram tarafından sağlanan bir hizmet olan ve 24 saat içerisinde silinen geçici medya özelliği taşıyan Instagram Hikayeleri hizmetini kullanmaya devam etme niyetini araştırmaktadır. Çalışmada motivasyon ve kullanmaya devam etme niyeti değişkenleri arasındaki ilişkileri analiz etmek için regresyon analizleri yapılmış, niyet ve kişisel özellikler arasındaki ilişkileri değerlendirmek için ise Kikare testleri kullanılmıştır. Sonuç olarak, algılanan geçicilik, grafiklere ve sosyal mevcudiyete bağlılığın Instagram Hikayelerini kullanmaya devam etme niyeti ile pozitif bir ilişkisi olduğu bulunmuştur. Çalışma aynı zamanda, akademik ve yönetimsel çıkarımlarda kullanılabilecek n iyetle ilgili kişisel özellikleri de değerlendirmektedir .

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