SOSYAL MEDYADA GÖRSEL PAYLAŞIMINDAN REKLAMCILIĞA: INSTAGRAM REKLAMLARININ GENÇ KULLANICILAR ÜZERİNE ETKİSİNE DAİR BİR ARAŞTIRMA

Günümüz rekabet ortamında markalar, ayakta kalabilmek ve tüketicilere ulaşabilmek adına yeni yöntemler aramaktadırlar. Sosyal ağlar ve özellikle Instagram, markaların ürün ve hizmetlerini tanıtabilmeleri adına yenilikçi bir mecra olagelmektedir. Bu çalışma, genç kullanıcıların Instagram reklamlarına tutumlarını ortaya koyabilmeyi amaçlamaktadır. Genç Instagram kullanıcılarının Instagram reklamları yönelik tutumlarını belirleyebilmek amacı ile 22 ifadeden oluşan bir anket uygulanmıştır. Araştırma sonuçlarına göre; Instagram reklamlarına yönelik tüketici tutumları üzerinde sırasıyla bilgilendiricilik ve eğlendiriciliğin olumlu bir etkisinin olduğu, rahatsız ediciliğin ise olumsuz bir etkisinin olduğu görülmüştür

FROM VISUAL SHARING TO ADVERTISING: A STUDY ON THE EFFECTS OF INSTAGRAM ADS ON YOUNG USERS

Nowadays brands are trying to find new ways to stand out and reach consumers in today’s more competitive environment. Social networking, particularly Instagram, is an innovative tool for brands to promote their products and services. The present study was aimed to examine young users’ attitudes towards the ads of Instragram and with this aim 22 item-scale was used. The results of the study showed that; respectively informativeness and entertainment has a positive effect but irritation has a negative effect on consumers’ attitudes for Instagram ads. Anahtar Kelimeler: Instagram, Advertising, Social Media Advertising

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