Instagram’da Hedef Kitlenin Gözetlenmesinin Halkla İlişkiler Pratikleri Bağlamında Değerlendirilmesi

Bir iletişim biçimi olan halkla ilişkiler ile gözetim arasındaki ilişki, günümüz gözetim uygulamaları ile şirketlerin satış stratejileri arasındaki etkileşimi ortaya çıkarmaktadır. Bu makalenin amacı; demografik faktörlerle bireylerin Instagram tutumları ve davranışları arasındaki ilişkileri incelemektir. Makalede ayrıca kurumsal güven ve Instagram’da özel bilgi paylaşma düzeyleri ile bireylerin giriş yapma motivasyonları, günlük harcadıkları zaman ve takip ettikleri hesap sayıları arasındaki ilişkilere de bakılmaktadır. Demografik özelliklere göre kurumsal güven düzeyi ve nispeten özel bilgi gönderme düzeyindeki farklılıkları incelemek için iki yönlü ANOVA ve post hoc testleri kullanılmıştır. Kurumsal güven düzeyiyle, görece özel bilgi paylaşımı düzeyleriyle oturum açma motivasyonu, günlük harcanan zaman ve takip edilen hesap sayısı arasındaki ilişkiler diskriminant analizi ile sorgulanmıştır. Bireylerin kişisel bilgilerinin korunması ve yetkisiz erişimin önlenmesi konusundaki inançlarının yaş gruplarına göre farklılık gösterdiği tespit edilmiştir. Aynı şekilde bireylerin nispeten özel bilgilerini nstagram’da paylaşma düzeyleri de yaş gruplarına göre farklılık göstermektedir. Ayrıca eğitim düzeyi veya gelir düzeyine göre bireylerin kurumsal güven düzeyleri arasında anlamlı bir farklılık bulunmuştur. Güven düzeyi ile bireysel paylaşım düzeyi, giriş yapma motivasyonu ve Instagram’da günlük olarak geçirilen zaman arasında anlamlı bir ilişki bulunmuştur. Sonuç olarak bu çalışma, Instagram üzerinden halkla ilişkiler faliyetleri yürüten kurumların, hedef kitlelerinin Instagrama ve kurumlara yönelik güven düzeylerini ve Instagramdaki davranışlarını tanımalarına katkı sağlamaktır.

Anahtar Kelimeler:

Halkla ilişkiler, gözetim, hedef kitle, Instagram, kurumsal iletişim.

Evaluating Target Audience Surveillance on Instagram in the Context of Public Relations Practices

The relationship between public relations and surveillance is a form of communication that reveals the interactions between today’s surveillance practices and companies’ sales strategies. The purpose of this article is to examine the relationships between demographic factors and individuals’ Instagram attitudes and behaviors. The article also looks at the relationships among levels of corporate trust, the sharing of private information on Instagram, individuals’ motivation to log in, the time spent daily on Instagram, and the number of accounts followed. Two-way ANOVA and post hoc tests have been used to examine with respect to demographics the differences between levels of institutional trust and levels at which relatively private information is sent. The relationships among level of institutional trust, level at which relatively private information is posted, motivation to log on, time spent daily on Instagram, and number of accounts followed have been examined using discriminant analysis. Individuals’ beliefs about protecting personal information and preventing unauthorized access have been determined to differ according to age group. Likewise, the level at which individuals post relatively private information on Instagram varies by age group. Also, a significant difference has been found for individuals’ level of institutional trust with their education and income levels. A significant relationship has been found for individuals’ institutional trust levels with their individual posting levels, motivation to log on, and time spent daily on Instagram. As a result, this study contributes to institutions that carry out public relations activities on Instagram and their target audiences with regard to recognizing their trust levels toward Instagram and institutions and their behaviors on Instagram.

Keywords:

Public relations, surveillance, target audience, Instagram, corporate communications.,

PDF

___

Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students? Social Media & Society, 3(1). doi:10.1177/2056305117691544.
Al, E. (2022). Surveillance Society in a Digitalized World. In E. Öngün, N. Pembecioğlu, & U. Gündüz (Eds.), Handbook of research on digital citizenship and management during crises (pp. 322–338). IGI Global. http://doi:10.4018/978-1-7998-8421-7.ch018
Akhiar, A., Mydin, A. A., & Kasuma, S. A. A. (2017). Students’ perceptions and attitudes towards the use of Instagram in English language writing. Malaysian Journal of Learning and Instruction, Special issue on graduates’ research on education, 47–72.
Balmer, J. M., & Greyser, S. A. (2006). Commentary corporate marketing integrating corporate identity, corporate branding, corporate communications, corporate image, and corporate reputation. European Journal of Marketing, 40(7-8), 730–741.
Bauman, Z. ve D. Lyon. (2013). Akışkan Gözetim (E. Yılmaz, Tran.). Ayrıntı Yayınları.
Bekman, M. (2022). Veri ihlallerinde kurumsal iletişimin rolü . İletişim Kuram ve Araştırma Dergisi, 57, 159–184. https://doi:10.47998/ikad.1035349
Bentham, J. (2017). Panopticon or the inspection house. Anodos Books.
Bergström, T., & Bäckman, L. (2013). Marketing and PR in social media: How the utilization of Instagram builds and maintains customer relationships. (Dissertation). Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-90410
Blackshaw, P., & Nazzaro, M. (2006). Consumer-generated media (CGM) 101: Word-of-mouth in the age of the web-fortified consumer. Nielsen Publishing.
Bryman, A., & Cramer, D. (2005). Quantitative data analysis with SPSS 12 and 13. Routledge.
Castells, M. (2012). İsyan ve umut ağları [Networks of outrage and hope] (E. Kılıç, Tran.) Koç Üniversitesi.
Clarke, R. (2021). Dataveillance. Retrieved from http://www.rogerclarke.com/DV/#SurvD
Clarke, R., & Greenleaf, G. (2017). Dataveillance regulation: A research framework. UNSW Law Research Paper. No. 17-84.
Chen, J. V., Nguyen, T., & Jaroenwattananon, J. (2021). What drives user engagement behavior in a corporate sns account: The role of Instagram features. Journal of Electronic Commerce Research, 22(3).
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Foucault, M. (2012). İktidarın gözü [Dits et ecrits]. (3rd ed.; I. Ergüden, Tran.). Ayrıntı Yayınları.
Fuchs, C. (2009). Social networking sites and the surveillance society. A critical case study of the usage of Studivz, Facebook, and Myspace by students in Salzburg in the context of electronic surveillance. Unified Theory of Information Research Group.
İvren, B., (2019). Sosyal medyada gözetim: Facebook veri politikasına yönelik kullanıcıların gizlilik endişeleri ve gözetim farkındalığı üzerine bir araştırma (Unpublished master's thesis). Ege Üniversitesi, İzmir.
Jang, J. Y., Han, K., Shih, P. C., & Lee, D. (2015). Generation like: Comparative characteristics in Instagram. Conference on Human Factors in Computing Systems - Proceedings, 2015-April (pp. 4039–4042). https://doi:10.1145/ 2702123.2702555
Kalaman, S. (2016). Sosyokültürel, ekonomik ve siyasi boyutlariyla yeni medyada mahremiyetin dönüşümü: Facebook örneği (Unpublished doctoral dissertation). Ege Üniversitesi, İzmir.
Kılıç, S. (2016). Cronbach’s alpha reliability coefficient. Psychiatry and Behavioral Sciences, 6(1), 47–48.
Lyon, D. (2013). Gözetim çalışmaları [Surveillence studies: An overview] (A. Toprak, Tran.). Kalkedon Yayınları.
Mathiesen, T. (1997). The viewer society: Michel Foucault’s ‘Panopticon’ revisited. Theoretical Criminology. 1(2), 215–234.
Mirzoeff, N. (2009). An introduction to visual culture. Routledge.
Nadeem, M. (2012). Social customer relationship management (SCRM): How connecting social analytics to business analytics enhances customer care and loyalty? International Journal of Business and Social Science, 3(21), 88–102.
Parvatiyar, A., & Jagdish, N. S. (2002). Customer relationship management: Emerging practice, process, and discipline. Journal of Economic and Social Research, 3(2), 1–34.
Phua, J., Jin, S. V., & Kim, J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412–424. https://doi:10.1016/J.TELE.2016.06.004
Phua, J., Jin, S. V., & Kim, J. (2017). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior, 72, 115–122. https://doi:10.1016/J.CHB.2017.02.041
Reilly, J. (2020). Private or public profile: Exploring the links between privacy status and trust on Instagram (Master’s thesis). Dun Laoghaire Institute of Art, Design and Technology, Dublin, Ireland.
Reitz, A. (2012). Social media's function in organizations: A functional analysis approach. Global Media Journal, 5(2), 41–56.
Rosen, J. (2004). The naked crowd: Reclaiming security and freedom in an anxious age. Random House.
Saunders, M., Lewis, P., & Thornhill, A. (2007). Research methods for business students (4th ed.). Financial Times Prentice Hall.
Shane-Simpson, C., Manago, A., Gaggi, N., & Gillespie-Lynch, K. (2018). Why do college students prefer Facebook, Twitter, or Instagram? Site affordances, tensions between privacy and self-expression, and implications for social capital. Computers in Human Behavior, 86, 276–288.
Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97. https://doi:10.1016/J.CHB.2015.12.059
Stalder, F. (2002). Opinion. Privacy is not the antidote to surveillance. Surveillance & Society, 1(1), 120–124.
Singh, M. (2020). Instagram marketing – The ultimate marketing strategy. International Journal of Advance and Innovative Research, 7(1), 379–382.
Teddlie, C., & Yu, F. (2007). Mixed methods sampling: A typology with examples. Journal of Mixed Methods Research, 1(1), 77–100.
Torres, A. M., & O’Brıen, D. (2012). Social networking and online privacy: Facebook users' perceptions, Irish Journal of Management, 31(2), 63–97.
We Are Social. (2021). Website. Retrieved from https://wearesocial.com/au/blog/2021/07/digital-2021-july-global-statshot-digital-audiences-swell-but-there-may-be-trouble-ahead/