Nüfuz Pazarlamasında (Influencer Marketing) Mesaj Stratejileri

Sosyal medya reklamverenlerin hedef kitlelerine ulaşma ve iletişim kurma biçimlerini de dönüştürmüştür. Tüketiciler tarafından güvenilir ve samimi bilgi kaynakları olarak görülen ve sosyal medya ünlüleri olarak da nitelenen nüfuzlular (influencer), elektronik ağızdan ağıza (eWOM) iletişim uygulamalarında baş rolü üstlenmişlerdir. Dolayısıyla, markalar için Nüfuz Pazarlaması (Influencer Marketing) pazarlama bütçelerinin ayrılmaz bir parçası haline gelmiştir. Nüfuzluların ürettikleri içerikler, takipçileriyle kurdukları iletişim ve hayata geçirdikleri marka birliktelikleri çerçevesinde uyguladıkları yöntemlerin başında ise ürün yerleştirme gelmektedir. Bu çalışmanın amacı; genel anlamda sosyal medyada, özelde Instagram çerçevesinde farklı hesap kategorilerinde (Moda, Gezi-Seyahat, Makyaj-Güzellik, Sağlık-Yaşam) içerik üreten nüfuzluların yaptıkları ürün yerleştirmeleri hangi mesaj stratejisi ile ele aldıklarını incelemektir. Araştırma kapsamında, 8 makro nüfuzlunun 799 Instagram paylaşımı içerik analizi yöntemiyle incelenmiş ve bulgular paylaşılmıştır. Çalışmanın sonuçları, makro nüfuzluların en çok transformasyonel (dönüşümsel) mesaj stratejilerini kullandıklarını ve tüketicileri duygusal çekiciliklerle etkilemeye çalıştıklarını ortaya koymaktadır.

Anahtar Kelimeler:

Instablogger, Nüfuz Pazarlaması (Influencer Marketing), Ürün Yerleştirme, İçerik Analizi, Mesaj Stratejileri

Message Strategies Used in Influencer Marketing

Social media had transformed the way advertisers reach their target consumers and connect with them. Influencers who are perceived as sincere and credible sources by the consumers are called the new pioneers of electronic word-of-mouth (eWOM). In parallel, Influencer Marketing became an indispensable part of the marketing budgets. Within this perspective, product placement is one of the primary means that influencers prefer while partnering with brands, creating content and delivering it to their followers. The objective of this study is to examine message strategies that influencers use when implementing product placements. Within the confines of this research 799 Instagram posts by 8 macro influencers were subject to content analysis. The results show that macro influencers use transformational message strategies the most when doing product placements.

Keywords:

Instablogger, Influencer Marketing, Product Placement, Content Analysis, Message Strategies,

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