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Sosyal Medya Fenomeni ve Marka İşbirliği: İşbirliği Paylaşımlarına İlişkin Instagram Kullanıcı Yorumları Üzerinden Bir Değerlendirme

Year 2020, Volume: 11 Issue: 41, 72 - 95, 05.08.2020
https://doi.org/10.5824/ajite.2020.02.004.x

Abstract

Sosyal medya fenomenlerini, spesifik konular hakkında kişisel deneyimlerine dayalı içerik paylaşan ve bu paylaşımlar üzerinden geniş sayıda takipçi sayısına ulaşan bireyler olarak ifade etmek mümkündür. Fenomenlerin, günlük yaşam önerilerine ve deneyimlerine dayalı tavsiyelerini içeren paylaşımlarının geniş bir kullanıcı kitlesi tarafından takip edilmesi, onların dijital ortamın önemli kanaat önderleri olarak kabul edilmelerini gerekli kılmaktadır. Fenomenler tarafından paylaşılan bu içerikler, markalar için de dikkat çekici reklam mecralarına dönüşmekte, hatta öyle ki birçok marka bir fenomen markasını da yanına alarak işbirliklerinden oluşan özel ürünler piyasaya sürmektedir. Fenomen ve marka işbirlikleriyle piyasaya sürülerek, Instagram üzerinden tanıtımı yapılan ürün paylaşımlarına odaklanan bu çalışmada, öncelikle, söz konusu işbirliği ürünlerinin sosyal medya fenomenleri tarafından nasıl duyurulduğunun ve kullanım önerisinin nasıl gerçekleştirildiğinin ortaya koyulması amaçlanmaktadır. Sonrasında ise, sosyal medya fenomenleri tarafından Instagram hesaplarında yayınlanan bu paylaşımların altına gelen kullanıcı yorumlarında öne çıkan temaların ve bu temalara ilişkin duygu durumlarının neler olduğunun ortaya koyulması hedeflenmektedir. Bu amaç doğrultusunda, kategorisel içerik analizi tekniğiyle betimsel yönteme dayalı bir alan araştırması gerçekleştirilmiştir. Çalışma sonucunda ise, sosyal medya fenomenlerinin, Instagram hesapları üzerinden yayınladıkları marka işbirliği paylaşımlarında en fazla fotoğraf paylaşımında bulundukları, ürün tanıtımına odaklanan bu paylaşımları öncelikli olarak konuyla ilgili açıklama metinleri ve emojilerle destekledikleri bulgulanmıştır. Söz konusu paylaşımların altına gelen kullanıcı yorumlarının ise, sırasıyla olumlu, olumsuz ve nötr duygu durumlarını yansıttığı ve kullanıcıların fenomene ilişkin beğeni ya da eleştirilerinin paylaşımı yapılan işbirliği ürününe de genellenen yorumlara dönüştüğü ortaya koyulmuştur.

References

  • Aaker, D. (2014). Markalama. İstanbul: Mediacat Yayınları.
  • Abidin, C. (2015). “Communicative <3 Intimacies: Influencers and Perceived Interconnectedness”. Ada, 8: 1-16.
  • Abidin, C. (2016). “Visibility Labour: Engaging with Influencers’ Fashion Brands and #OOTD Advertorial Campaigns on Instagram”. Media International Australia, 161(1): 86-100.
  • Araujo, T., Neijens, P. & Vliegenthart, R. (2017). “Getting the Word out on Twitter: The Role of Influentials, Information Brokers and Strong Ties in Building Word-of-mouth for Brands”. International Journal of Advertising, 36(3): 496-503.
  • Aslan, A. & Gül-Ünlü, D.G. (2016). “Instagram Fenomenleri ve Reklam İlişkisi: Instagram Fenomenlerinin Gözünden Bir Değerlendirme”. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 3(2): 41-65.
  • Auh, S., Bell, S.J., McLeod, C.S. & Shih, E. (2007). “Co-production and Customer Loyalty in Financial Services”. Journal of Retailing, 83(3): 359-370.
  • Bennet, J. & Holmes, S. (2010). “The ‘Place’ of Television in Celebrity Studies”. Celebrity Studies, 1(1): 65-80.
  • Bilgin, N. (2006). Sosyal Bilimlerde İçerik Analizi Teknikler ve Örnek Çalışmalar. Ankara: Siyasal Kitapevi.
  • Boyd, D.M. & Ellison, N.B. (2007). “Social Network Sites: Definition, History, and Scholarship”. Journal of Computer-Mediated Communciation, 13(1): 210-230.
  • Balık, B. (2017). Celebrity ve Fenomen/Influencer Kullanımı Arasındaki Fark Nedir?.
  • Casaló, L.V., Flavián, C. & Ibáñez-Sánchez, S. (2018). “Influencers on Instagram: Antecedents and Consequences of Opinion Leadership”. Journal of Business Research, 1-10.
  • Cha, M., Haddadi, H., Benevenuto, F. & Gummadi, P.K. (2010). Measuring User Influence in Twitter: The Million Follower Fallacy. Paper presented at the Fourth International AAAI Conference on Weblogs and Social Media, 23-26 May, Washington, USA.
  • Choi, S.M. & Rifon, N.J. (2012). “It is a Match: The Impact of Congruence Between Celebrity Image and Consurmer Ideal Self on Endorsement Effectiveness”. Psychology and Marketing, 29(9): 639-650.
  • De Veirman, M., Cauberghe, V. & Hudders, L. (2017). "Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude". International Journal of Advertising, 36(5): 798-828.
  • De Vries, L., Gensler, S. & Leeflang, P.S.H. (2012). “Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing”. Journal of Interactive Marketing, 26(2): 83-91.
  • 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.
  • Elberse, A. & Verleun, J. (2012). “The Economic Value of Celebrity Endorsements”. Journal of Advertising Research, 52(2): 149-165.
  • Evans, N.J., Phua, J., Lim, J. & Jun, H. (2017). “Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent”. Journal of Interactive Advertising, 17(2): 1-12.
  • Feng, Y. (2016). “Are You Connected? Evaluating Information Cascades in Online Discussion About the #RaceTogether Campaign”. Computers in Human Behavior, 54: 43-53.
  • Fransen, M.L., Verlegh, P.W.J., Kirmani, A. & Smith, E.G. (2015). “A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them”. International Journal of Advertising, 34(1): 6-16.
  • Gamson, J. (2011). “The Unwatched Life is Not Worth Living: The Eveluation of the Ordinary in Celebrity Culture”. PMLA, 126(4): 1061-1069.
  • Glucksman, M. (2017). “The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink”. Elon Journal of Undergraduate Research in Communications, 8(2): 77-87.
  • Gormley, A. (2016). “How Brands Can Get More From Their Influencer Relationships”. Mumbrella,
  • Hearn, A. & Schoenhoff, S. (2016). “From Celebrity to Influencer: Tracing the Diffusion of Celebrity Value Across the Data Stream”. (Eds. P.David Marshall & S. Redmond). A Companion to Celebrity. Chichester: John Wiley & Sons, p.194-212.
  • Hwang, Y. (2015). “Does Opinion Leadership Increase the Followers on Twitter”. International Journal of Social Science and Humanity, 5(3): 258-264.
  • Jansen, B.J., Zhang, M., Sobel, K. & Chowdury, A. (2009). “Twitter Power: Tweets as Electronic Word of Mouth”. Journal of the Association for Information Science and Technology, 60(11): 2169-2188.
  • Kaikati, A.M. & Kaikati, J.G. (2004). “Stealth Marketing: How to Reach Consumers Surreptitiously”. California Management Review, 46(4): 6-22.
  • Keller, E. & Berry, J. (2003). The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy. New York: The Free Press.
  • Khamis, S., Lawrence A. & Raymond W. (2017)."Self-branding,‘Micro-celebrity’ and the Rise of Social Media Influencers". Celebrity Studies, 8(2): 191-208.
  • Korotina, A., & Jargalsaikhan, T. (2016). Attitude towards Instagram Micro-celebrities and Their Influence on Consumers' Purchasing Decisions. Master Thesis in Business Administration. International Business School Jönköping University.
  • Knoll, J. (2016). “Advertising in Social Media: A Review of Empirical Evidence”. International Journal of Advertising, 35(2): 266-300.
  • Labreque, L.L., Markos, E. & Milne, G.R. (2011). “Online Personal Branding: Processes, Challenges, and Implications”. Journal of Interactive Marketing, 25: 37-50.
  • Li, R. (2018). "The Secret of Internet Celebrities: A Qualitative Study of Online Opinion Leaders on Weibo”. Proceedings of the 51st Hawaii International Conference on System Sciences, p.533-542.
  • Li, F. & Du, T.C. (2011). “Who is Talking? An Ontology-Based Opinion Leader Identification Framework for Word-of-mouth Marketing in Online Social Blogs”. Desicion Support Systems, 51(1): 190-197.
  • Li, Y., Ma, S., Zhang, Y. & Huang, R. (2013). “An Improved Mix Framework for Opinion Leader Identification in Online Learning Communities”. Knowledge-Based Systems, 43: 43-51.
  • Lim, X. J., Cheah, J. H., & Wong, M. W. (2017). “The Impact of Social Media İnfluencers On Purchase Intention And Them Ediation Effect of Customer Attitude”. Asian Journal of Business Research, 7(2), 19-36.
  • Lyons, B. & Henderson, K. (2005). “Opinion Leadership in a Computer-Mediated Environment”. Journal of Consumer Behavior, 4(5): 319-329.
  • Marwick, A.E. (2016). “You May Know Me From YouTube: (Micro-) Celebrity in Social Media”. (Eds. P.D. Marshall & S. Redmond). A Companion to Celebrity, Chichester: John Wiley & Sons, p.333-350.
  • Marwick, A.E. & Boyd, D. (2010). “I Tweet Honesty, I Tweet Passionately: Twitter Users, Context Collapse, and the Imagined Audience”. New Media & Society, 13(1): 114-133.
  • McCracken, G. (1989). “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process”. Journal of Consumer Research, 16: 310-321.
  • Nicolau, J. & Santa-Maria, M. (2013). “Communicating Excellence in Innovation”. Economics Letters, 118(1): 87-90.
  • Ohanian, R. (1990). “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness”. Journal of Advertising, 19(3): 39-52.
  • Perry, A. & Wisnom III, D. (2004). Markanın DNA’sı. İstanbul: MediaCat Yayınları.
  • Randall, G. (2005). Markalaştırma: Stratejilerinizi Planlamada Doğru Rehber, Çev. Elif Özsayar, İstanbul: Rota Yayınları.
  • Romeo, D.M., Galuba, W., Asur,S. & Huberman, B.A. (2011). Influence and Passivity in Social Media. Paper presented at the European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases. 5-9 Semptember, Athens, Greece.
  • Sabuncuoğlu, A. & Göker, G. (2014). "Sosyal Medyadaki Yeni Kanaat Önderlerinin Birer Reklam Aracı Olarak Kullanımı: Twitter Fenomenleri Üzerine Bir Araştırma." İletişim Kuram ve Araştırma Dergisi, 38(1): 2-24.
  • Scott, D. (2011). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, New Releases and Viral Marketing to Reach Buyers Direct. New York: Wiley Publishing.
  • Senft, T.M. (2008). Camgirls: Celebrity & Community in The Age of Social Networks. New York: Peter Lang Publishing
  • Sheth, J.N. (2018). How Social Media Will Impact Marketing Media. (Eds. Heggde, G. & Shainesh, G.). Social Media Marketing, p. 3-18. Palgrave Macmillan, Singapore.
  • Spry, A., Pappu, R. & Cornwell, B.T. (2011). “Celebrity Endorsement, Brand Credibility and Brand Equity”. European Journal of Marketing, 45(6): 882-909.
  • Thomas, G:M. (2004). “Building the Buzz in the Hive Mind”. Journal of Consumer Behavior, 4(1): 64-73.
  • Thoumrungroje, A. (2014). “The Influence of Social Media Intensity and EWOM on Conspicuous Consumption”. Procedia – Social and Behavioral Sciences, 148: 7-15.
  • Turcotte, J., York, C., Irving, J., Scholl, R.M. & Pingree, R.J. (2015). “New Re-commendations from Social Media Opinion Leaders: Effects on Media Trust and Information Seeking”. Journal of computer Mediated Communication, 20(5): 520-535.
  • Tuten, T.L. & Solomon, M.R. (2013). Social Media Marketing. London: Sage Publication.
  • Özgüven-Tayfun, N. (2018). “Fenomen Pazarlama ve Uygulama Örnekleri”. Sosyal, Beşeri ve İdari Bilimlerde Akademik Araştırmalar - 4. (Ed. Fikret Çankaya & Sabrina Kayıkçı). Ankara: Gece Kitaplığı.
  • Vargo, S.L. & Lusch, R.F. (2008). “Service-dominant Logic: Continuing thee Evolution”. Journal of the Academy of Marketing Science, 36(1): 1-10.
  • Watts, D.J. & Dodds, P.S. (2007). “Influentials, Networks, and Public Opinion Formation”. Journal of Consumer Research, 34(4): 441-458. Weimann, G. (1994). The Influentials: People Who Influence People. New York: State of New York Press.
  • Woods, S. (2016). Sponsored: The Emergence of Influencer Marketing. University of Tennessee Honors Thesis Projects. Erişim Tarihi: 26.04.2019, https://bit.ly/2UUjb1N
  • www.brandingturkiye.com, Erişim tarihi: 17.03.2020, https://bit.ly/2UTCIj6
  • Yoganarasimhan, H. (2012). “Impact of Social Network Structure on Content Propagation – A Study Using YouTube Data”. Quantitative Marketing and Economics, 10(1): 111-150.
  • Zhao, Y., Kou, G., Peng, Y. & Chen, Y. (2018). “Understanding Influence Power of Opinion Leaders in E-commerce Networks: An Opinion Dynamics Theory Perspective”. Information Science, 426: 131-147.
  • Zhang, X. & Dong, D. (2008). “Ways of Identifying the Opinion Leaders in Virtual Communities”. International Journal of Business and Management, 3(7): 21-27.
Year 2020, Volume: 11 Issue: 41, 72 - 95, 05.08.2020
https://doi.org/10.5824/ajite.2020.02.004.x

Abstract

References

  • Aaker, D. (2014). Markalama. İstanbul: Mediacat Yayınları.
  • Abidin, C. (2015). “Communicative <3 Intimacies: Influencers and Perceived Interconnectedness”. Ada, 8: 1-16.
  • Abidin, C. (2016). “Visibility Labour: Engaging with Influencers’ Fashion Brands and #OOTD Advertorial Campaigns on Instagram”. Media International Australia, 161(1): 86-100.
  • Araujo, T., Neijens, P. & Vliegenthart, R. (2017). “Getting the Word out on Twitter: The Role of Influentials, Information Brokers and Strong Ties in Building Word-of-mouth for Brands”. International Journal of Advertising, 36(3): 496-503.
  • Aslan, A. & Gül-Ünlü, D.G. (2016). “Instagram Fenomenleri ve Reklam İlişkisi: Instagram Fenomenlerinin Gözünden Bir Değerlendirme”. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 3(2): 41-65.
  • Auh, S., Bell, S.J., McLeod, C.S. & Shih, E. (2007). “Co-production and Customer Loyalty in Financial Services”. Journal of Retailing, 83(3): 359-370.
  • Bennet, J. & Holmes, S. (2010). “The ‘Place’ of Television in Celebrity Studies”. Celebrity Studies, 1(1): 65-80.
  • Bilgin, N. (2006). Sosyal Bilimlerde İçerik Analizi Teknikler ve Örnek Çalışmalar. Ankara: Siyasal Kitapevi.
  • Boyd, D.M. & Ellison, N.B. (2007). “Social Network Sites: Definition, History, and Scholarship”. Journal of Computer-Mediated Communciation, 13(1): 210-230.
  • Balık, B. (2017). Celebrity ve Fenomen/Influencer Kullanımı Arasındaki Fark Nedir?.
  • Casaló, L.V., Flavián, C. & Ibáñez-Sánchez, S. (2018). “Influencers on Instagram: Antecedents and Consequences of Opinion Leadership”. Journal of Business Research, 1-10.
  • Cha, M., Haddadi, H., Benevenuto, F. & Gummadi, P.K. (2010). Measuring User Influence in Twitter: The Million Follower Fallacy. Paper presented at the Fourth International AAAI Conference on Weblogs and Social Media, 23-26 May, Washington, USA.
  • Choi, S.M. & Rifon, N.J. (2012). “It is a Match: The Impact of Congruence Between Celebrity Image and Consurmer Ideal Self on Endorsement Effectiveness”. Psychology and Marketing, 29(9): 639-650.
  • De Veirman, M., Cauberghe, V. & Hudders, L. (2017). "Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude". International Journal of Advertising, 36(5): 798-828.
  • De Vries, L., Gensler, S. & Leeflang, P.S.H. (2012). “Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing”. Journal of Interactive Marketing, 26(2): 83-91.
  • 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.
  • Elberse, A. & Verleun, J. (2012). “The Economic Value of Celebrity Endorsements”. Journal of Advertising Research, 52(2): 149-165.
  • Evans, N.J., Phua, J., Lim, J. & Jun, H. (2017). “Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent”. Journal of Interactive Advertising, 17(2): 1-12.
  • Feng, Y. (2016). “Are You Connected? Evaluating Information Cascades in Online Discussion About the #RaceTogether Campaign”. Computers in Human Behavior, 54: 43-53.
  • Fransen, M.L., Verlegh, P.W.J., Kirmani, A. & Smith, E.G. (2015). “A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them”. International Journal of Advertising, 34(1): 6-16.
  • Gamson, J. (2011). “The Unwatched Life is Not Worth Living: The Eveluation of the Ordinary in Celebrity Culture”. PMLA, 126(4): 1061-1069.
  • Glucksman, M. (2017). “The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink”. Elon Journal of Undergraduate Research in Communications, 8(2): 77-87.
  • Gormley, A. (2016). “How Brands Can Get More From Their Influencer Relationships”. Mumbrella,
  • Hearn, A. & Schoenhoff, S. (2016). “From Celebrity to Influencer: Tracing the Diffusion of Celebrity Value Across the Data Stream”. (Eds. P.David Marshall & S. Redmond). A Companion to Celebrity. Chichester: John Wiley & Sons, p.194-212.
  • Hwang, Y. (2015). “Does Opinion Leadership Increase the Followers on Twitter”. International Journal of Social Science and Humanity, 5(3): 258-264.
  • Jansen, B.J., Zhang, M., Sobel, K. & Chowdury, A. (2009). “Twitter Power: Tweets as Electronic Word of Mouth”. Journal of the Association for Information Science and Technology, 60(11): 2169-2188.
  • Kaikati, A.M. & Kaikati, J.G. (2004). “Stealth Marketing: How to Reach Consumers Surreptitiously”. California Management Review, 46(4): 6-22.
  • Keller, E. & Berry, J. (2003). The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy. New York: The Free Press.
  • Khamis, S., Lawrence A. & Raymond W. (2017)."Self-branding,‘Micro-celebrity’ and the Rise of Social Media Influencers". Celebrity Studies, 8(2): 191-208.
  • Korotina, A., & Jargalsaikhan, T. (2016). Attitude towards Instagram Micro-celebrities and Their Influence on Consumers' Purchasing Decisions. Master Thesis in Business Administration. International Business School Jönköping University.
  • Knoll, J. (2016). “Advertising in Social Media: A Review of Empirical Evidence”. International Journal of Advertising, 35(2): 266-300.
  • Labreque, L.L., Markos, E. & Milne, G.R. (2011). “Online Personal Branding: Processes, Challenges, and Implications”. Journal of Interactive Marketing, 25: 37-50.
  • Li, R. (2018). "The Secret of Internet Celebrities: A Qualitative Study of Online Opinion Leaders on Weibo”. Proceedings of the 51st Hawaii International Conference on System Sciences, p.533-542.
  • Li, F. & Du, T.C. (2011). “Who is Talking? An Ontology-Based Opinion Leader Identification Framework for Word-of-mouth Marketing in Online Social Blogs”. Desicion Support Systems, 51(1): 190-197.
  • Li, Y., Ma, S., Zhang, Y. & Huang, R. (2013). “An Improved Mix Framework for Opinion Leader Identification in Online Learning Communities”. Knowledge-Based Systems, 43: 43-51.
  • Lim, X. J., Cheah, J. H., & Wong, M. W. (2017). “The Impact of Social Media İnfluencers On Purchase Intention And Them Ediation Effect of Customer Attitude”. Asian Journal of Business Research, 7(2), 19-36.
  • Lyons, B. & Henderson, K. (2005). “Opinion Leadership in a Computer-Mediated Environment”. Journal of Consumer Behavior, 4(5): 319-329.
  • Marwick, A.E. (2016). “You May Know Me From YouTube: (Micro-) Celebrity in Social Media”. (Eds. P.D. Marshall & S. Redmond). A Companion to Celebrity, Chichester: John Wiley & Sons, p.333-350.
  • Marwick, A.E. & Boyd, D. (2010). “I Tweet Honesty, I Tweet Passionately: Twitter Users, Context Collapse, and the Imagined Audience”. New Media & Society, 13(1): 114-133.
  • McCracken, G. (1989). “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process”. Journal of Consumer Research, 16: 310-321.
  • Nicolau, J. & Santa-Maria, M. (2013). “Communicating Excellence in Innovation”. Economics Letters, 118(1): 87-90.
  • Ohanian, R. (1990). “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness”. Journal of Advertising, 19(3): 39-52.
  • Perry, A. & Wisnom III, D. (2004). Markanın DNA’sı. İstanbul: MediaCat Yayınları.
  • Randall, G. (2005). Markalaştırma: Stratejilerinizi Planlamada Doğru Rehber, Çev. Elif Özsayar, İstanbul: Rota Yayınları.
  • Romeo, D.M., Galuba, W., Asur,S. & Huberman, B.A. (2011). Influence and Passivity in Social Media. Paper presented at the European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases. 5-9 Semptember, Athens, Greece.
  • Sabuncuoğlu, A. & Göker, G. (2014). "Sosyal Medyadaki Yeni Kanaat Önderlerinin Birer Reklam Aracı Olarak Kullanımı: Twitter Fenomenleri Üzerine Bir Araştırma." İletişim Kuram ve Araştırma Dergisi, 38(1): 2-24.
  • Scott, D. (2011). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, New Releases and Viral Marketing to Reach Buyers Direct. New York: Wiley Publishing.
  • Senft, T.M. (2008). Camgirls: Celebrity & Community in The Age of Social Networks. New York: Peter Lang Publishing
  • Sheth, J.N. (2018). How Social Media Will Impact Marketing Media. (Eds. Heggde, G. & Shainesh, G.). Social Media Marketing, p. 3-18. Palgrave Macmillan, Singapore.
  • Spry, A., Pappu, R. & Cornwell, B.T. (2011). “Celebrity Endorsement, Brand Credibility and Brand Equity”. European Journal of Marketing, 45(6): 882-909.
  • Thomas, G:M. (2004). “Building the Buzz in the Hive Mind”. Journal of Consumer Behavior, 4(1): 64-73.
  • Thoumrungroje, A. (2014). “The Influence of Social Media Intensity and EWOM on Conspicuous Consumption”. Procedia – Social and Behavioral Sciences, 148: 7-15.
  • Turcotte, J., York, C., Irving, J., Scholl, R.M. & Pingree, R.J. (2015). “New Re-commendations from Social Media Opinion Leaders: Effects on Media Trust and Information Seeking”. Journal of computer Mediated Communication, 20(5): 520-535.
  • Tuten, T.L. & Solomon, M.R. (2013). Social Media Marketing. London: Sage Publication.
  • Özgüven-Tayfun, N. (2018). “Fenomen Pazarlama ve Uygulama Örnekleri”. Sosyal, Beşeri ve İdari Bilimlerde Akademik Araştırmalar - 4. (Ed. Fikret Çankaya & Sabrina Kayıkçı). Ankara: Gece Kitaplığı.
  • Vargo, S.L. & Lusch, R.F. (2008). “Service-dominant Logic: Continuing thee Evolution”. Journal of the Academy of Marketing Science, 36(1): 1-10.
  • Watts, D.J. & Dodds, P.S. (2007). “Influentials, Networks, and Public Opinion Formation”. Journal of Consumer Research, 34(4): 441-458. Weimann, G. (1994). The Influentials: People Who Influence People. New York: State of New York Press.
  • Woods, S. (2016). Sponsored: The Emergence of Influencer Marketing. University of Tennessee Honors Thesis Projects. Erişim Tarihi: 26.04.2019, https://bit.ly/2UUjb1N
  • www.brandingturkiye.com, Erişim tarihi: 17.03.2020, https://bit.ly/2UTCIj6
  • Yoganarasimhan, H. (2012). “Impact of Social Network Structure on Content Propagation – A Study Using YouTube Data”. Quantitative Marketing and Economics, 10(1): 111-150.
  • Zhao, Y., Kou, G., Peng, Y. & Chen, Y. (2018). “Understanding Influence Power of Opinion Leaders in E-commerce Networks: An Opinion Dynamics Theory Perspective”. Information Science, 426: 131-147.
  • Zhang, X. & Dong, D. (2008). “Ways of Identifying the Opinion Leaders in Virtual Communities”. International Journal of Business and Management, 3(7): 21-27.
There are 62 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Derya Gül Ünlü 0000-0003-3936-7988

Burcu Zeybek 0000-0002-2391-5727

Publication Date August 5, 2020
Submission Date May 25, 2020
Published in Issue Year 2020 Volume: 11 Issue: 41

Cite

APA Gül Ünlü, D., & Zeybek, B. (2020). Sosyal Medya Fenomeni ve Marka İşbirliği: İşbirliği Paylaşımlarına İlişkin Instagram Kullanıcı Yorumları Üzerinden Bir Değerlendirme. AJIT-E: Academic Journal of Information Technology, 11(41), 72-95. https://doi.org/10.5824/ajite.2020.02.004.x