MODADA NÜFUZ PAZARLAMASI: MİKRO INSTABLOGGERLARIN ÜRÜN YERLEŞTİRME UYGULAMALARI

Moda ve moda ürünleri üzerine bilgilerini, kullanıma yönelik deneyim ve değerlendirmelerinitüketicilerle paylaşan Instabloggerlar moda haftalarının vazgeçilmez figürleri halinegelmiştir. Tüketiciler tarafından güvenilir ve samimi bilgi kaynakları olarak görülenbu Nüfuzlular, pazarlamacıların ağızdan ağıza reklam uygulamalarının da son dönemdekiana 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 uygulamalarınıincelemek, uygulamanın Instagram’daki bileşenlerine dair tanımlayıcı bir çerçevesunmak ve bu bileşenler arasındaki ilişkileri ortaya koymaktır. Çalışma kapsamında, içerikanalizi yöntemiyle 273 ürün yerleştirmeli Instagram paylaşımı incelenmiş ve bulgularpaylaşılmıştır. Belirginlik, anlatısal uyum, interaktivite, diyalog düzeyi, ürün yerleştirmesıklığı ve etkileşim düzeyi arasındaki ilişkilerin yanı sıra cinsiyet ve hesap türünün(Yüksek Moda/Sokak Modası) ürün yerleştirme uygulamalarında yarattığı farklar ortayakonmuştur.

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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