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Nano, Mikro, Mid-Tier, Makro, Mega: Dijital Pazarlamada Influencer Türü ile İş Birliği Reklamlarının Verimliliği Arasındaki İlişki

Year 2024, Issue: 41, 76 - 103, 29.12.2024

Naim Çetintürk

https://doi.org/10.16878/gsuilet.1420953

Abstract

Bu çalışma takipçi sayısına göre influencer’ların çeşitli verimlilik faktörleriyle olan ilişkisini anlamayı amaçlamaktadır. Türkiye’deki 1446 influencer’a ait veriler tanımlayıcı istatistik, çoklu regresyon analizi ve farklılık analizi ile incelenmiştir. Tanımlayıcı istatistikler organik etkileşim açısından en az takipçiye sahip Nano grubunun diğerlerine göre oldukça yüksek bir skora sahip olduğunu ve ücretli reklam gönderilerinde takipçi sayısı arttıkça etkileşim oranının azaldığını göstermektedir. Çoklu regresyon analizi ise influencer türü ve gönderi şekli (ücretli/organik) ile elde edilen etkileşim oranı arasında anlamlı bir ilişki olduğunu ortaya koymaktadır. Etkileşim oranı aynı zamanda erişilen kişi başı maliyet ve etkileşim maliyeti ile ilişkilidir. Geçmiş çalışmalarda değinilmemiş unsurlar olan erişilen kişi başı maliyet (CPP – Cost Per Person) ve satış başı maliyet (CPS - Cost Per Sales) rakamları da etkileşim oranı ile anlamlı bir ilişkiye sahiptir. İki yönlü varyans analizi sonuçları da etkileşim oranlarının gerek influencer türü gerekse gönderi türüne göre güçlü bir şekilde ayrıştığını göstermektedir.

Keywords

influencer dijital pazarlama reklam e-ticaret sosyal medya

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Nano, Micro, Mid-Tier, Macro, Mega : La Relation Entre Le Type D'influenceur Et L'efficacité Des Publicités Collaboratives Dans Le Marketing Numérique

Year 2024, Issue: 41, 76 - 103, 29.12.2024

Naim Çetintürk

https://doi.org/10.16878/gsuilet.1420953

Abstract

Cette étude vise à comprendre la relation entre le type d'influenceur et plusieurs facteurs d'efficacité basés sur le nombre d'abonnés. Les données provenant de 1209 influenceurs turcs ont été examinées à l'aide de statistiques descriptives, de régressions multiples et d'analyses de variance. Les statistiques descriptives indiquent que les nano-influenceurs, avec le moins d'abonnés, ont un taux d'engagement organique significativement plus élevé par rapport aux autres, et à mesure que le nombre d'abonnés augmente dans les publications publicitaires payées, le taux d'interaction diminue. L'analyse de régression multiple révèle une relation significative entre le type d'influenceur, le type de publication (payée/organique) et le taux d'engagement. Le taux d'interaction est également associé au coût par personne (CPP) et au coût par vente (CPS), des facteurs non pris en compte dans les études antérieures. Les résultats de l'analyse de variance à deux facteurs démontrent une forte différenciation entre les taux d'engagement en fonction du type d'influenceur et du type de publication.

Keywords

Influenceur marketing numérique publicité commerce électronique réseaux sociaux

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Nano, Micro, Mid-Tier, Macro, Mega: The Relationship between the Influencer Type and Efficiency of Collaboration Ads in Digital Marketing

Year 2024, Issue: 41, 76 - 103, 29.12.2024

Naim Çetintürk

https://doi.org/10.16878/gsuilet.1420953

Abstract

This study aims to understand the relationship between the type of influencer and various efficiency factors based on the number of followers. Data from 1209 Turkish influencers were analyzed using descriptive statistics, multiple regression, and variance analyses. Descriptive statistics indicate that nano influencers, who have the fewest followers, exhibit significantly higher organic engagement compared to other influencers. Conversely, as the number of followers increases in paid advertising posts, the interaction rate decreases. Multiple regression analysis reveals a significant relationship between influencer type, post type (paid/organic), and engagement rate. Additionally, the interaction rate is associated with cost per person (CPP) and cost per sales (CPS), factors previously unaddressed in past studies. The results of the two-way variance analysis demonstrate a strong differentiation between the engagement ratios of different influencer types and post types.

Keywords

Influencer digital marketing advertising e-commerce social media

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There are 82 citations in total.

Details

Primary Language Turkish
Subjects Communication Technology and Digital Media Studies, Social Media Applications and Analysis
Journal Section Articles
Authors

Naim Çetintürk 0000-0002-8681-320X

Publication Date December 29, 2024
Submission Date January 16, 2024
Acceptance Date December 18, 2024
Published in Issue Year 2024 Issue: 41

Cite

APA Çetintürk, N. (2024). Nano, Mikro, Mid-Tier, Makro, Mega: Dijital Pazarlamada Influencer Türü ile İş Birliği Reklamlarının Verimliliği Arasındaki İlişki. Galatasaray Üniversitesi İletişim Dergisi(41), 76-103. https://doi.org/10.16878/gsuilet.1420953
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