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Sürdürülebilir Modaya Yön Veren Markaların Instagram Gönderileri Üzerine Bir Araştırma

Year 2023, Issue: 43, 42 - 66, 30.12.2023
https://doi.org/10.31123/akil.1369308

Abstract

Günümüzde sürdürülebilir moda markalarının sosyal medya platformlarını etkili ve etkileşimli bir şekilde kullanmaları son derece önemli hale gelmiştir. Markalar hedef kitleleri ile etkileşim kurmak ve ürün/hizmet tanıtımlarını yapmak, kampanyalarını duyurmak için sıklıkla sosyal medyayı kullanmakta ve sosyal medya stratejilerini planlamaktadır. Sosyal medya platformları ile hedef kitlelerine daha kolay ulaşabilen markalar, oluşturdukları içeriklerle marka farkındalığı ve marka sadakati oluşturabilmektedir. Öte yandan sosyal ağ sitelerinin özellikle de Instagram’ın hikayeler, yönlendirme linki, hashtag, video, resim gibi işlevlere sahip olması da marka imajı ve marka bilinirliğini artırmaya yardımcı olurken etkileşimi de daha üst düzeylere çıkarabilmektedir. Sonuç olarak, markalar sürdürülebilirlik eylemlerine önem vermeye başlayarak reklam ve pazarlama stratejilerine sürdürülebilirlik faaliyetlerini dahil etmekte ve sosyal medya platformları ile hedef kitlelerine ulaştırmaktadır. Bu kapsamda çalışmanın amacı, sürdürülebilir moda markaların bir pazarlama, reklam aracı olarak Instagram’ı nasıl kullandıklarını ve sürdürülebilirlik vaatlerini gönderilerine yansıtıp yansıtmadıklarını incelemektir. Çalışmada, nicel içerik analizi yöntemi kullanılmıştır. Sürdürülebilir modaya yön veren 10 markanın Instagram gönderileri incelenmiştir. Araştırma sonucunda, markaların gönderilerinde hashtag, emoji, alt yazı ve ünlü etkileyici kullanımının ön planda olduğu belirlenmiştir. Bunun yanı sıra markaların gönderilerinde en fazla duygusal mesaj stratejisinin kullanıldığı saptanmıştır. Bir diğer bulgu ise bazı markaların sürdürülebilirlik ile ilgili paylaşımlarının olmadığıdır. Bu doğrultuda moda markalarının Instagram’ın özelliklerini daha etkin kullanması, dijital etkileyicilere ve sürdürülebilirlik ile ilgili gönderilere daha fazla yer vermesi önerilmektedir.

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A Research on Instagram Posts of Brands Giving Directions to Sustainable Fashion

Year 2023, Issue: 43, 42 - 66, 30.12.2023
https://doi.org/10.31123/akil.1369308

Abstract

Today, it has become extremely important for sustainable fashion brands to use social media platforms effectively and interactively. Brands frequently use social media and plan their social media strategies to interact with their target audiences, promote their products/services, and announce their campaigns. Brands that can reach their target audiences more easily through social media platforms can create brand awareness and brand loyalty with the content they create. On the other hand, the fact that social networking sites, especially Instagram, have functions such as stories, referral links, hashtags, videos, pictures, etc. helps to increase brand image and brand awareness while increasing interaction to higher levels. As a result, brands have started to attach importance to sustainability actions, incorporate sustainability activities into their advertising and marketing strategies, and reach their target audiences through social media platforms. In this context, the aim of this study is to examine how sustainable fashion brands use Instagram as a marketing and advertising tool, and whether they reflect their sustainability promises in their posts. In the study, quantitative content analysis method was used. Instagram posts of ten brands that shape sustainable fashion were analyzed. As a result of the research, it was determined that the use of hashtags, emoji, captions and celebrity influencers were at the forefront in the posts of the brands. In addition, it was determined that emotional message strategy was mostly used in the posts of the brands. Another finding is that some brands do not have posts about sustainability. In this direction, it is recommended that fashion brands should use the features of Instagram more effectively and include more digital influencers and sustainability-related posts.

References

  • Adegbola, O., Gearhart, S., & Skarda-Mitchell, J. (2018). Using Instagram to engage with (potential) consumers: a study of forbes most valuable brands’ use of Instagram. The Journal of Social Media in Society, 7(2), 232-251.
  • Amritha, B., & Suresh, K. (2020). Sustainability is the new black: Exploring website communication practices of Indian sustainable fashion brands. Fashion, Style & Popular Culture, 7(4), 539-558. https://doi.org/10.1386/fspc_00042_1
  • Arya, V., Sethi, D., & Verma, H. (2018). Are emojis fascinating brand value more than textual language? Mediating role of brand communication to SNS and brand attachment: An insight from India. Corporate Communications: An International Journal, 23(4), 648-670. https://doi.org/10.1108/CCIJ-03-2018-0036
  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
  • Bly, S., Gwozdz, W., & Reisch, L. A. (2015). Exit from the high street: An exploratory study of sustainable fashion consumption pioneers. International Journal of Consumer Studies, 39(2), 125-135. https://doi.org/10.1111/ijcs.12159
  • Bonilla, M. D. R., del Olmo Arriaga, J. L., & Andreu, D. (2019). The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M). Journal of Global Fashion Marketing, 10(4), 342-357. https://doi.org/10.1080/20932685.2019.1649168
  • Busalim, A., Fox, G., & Lynn, T. (2022). Consumer behavior in sustainable fashion: A systematic literature review and future research agenda. International Journal of Consumer Studies, 46(5), 1804-1828. https://doi.org/10.1111/ijcs.12794
  • Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4),469-479. https://doi.org/10.1016/j.bushor.2020.03.003
  • Chen, J. V., Nguyen, T., & Jaroenwattananon, J. (2021). What drives user engagement behavior in a corporate SNS account: The role of Instagram features. 22(3).
  • Chu, S.-C., & Seock, Y.-K. (2020). The Power of Social Media in Fashion Advertising. Journal of Interactive Advertising, 20(2), 93-94. https://doi.org/10.1080/15252019.2020.1802955
  • Coe, K., & Scacco, J. M. (2017). Content analysis, quantitative. The international encyclopedia of communication research methods, 1-11.
  • Conti, M., Gathani, J., & Tricomi, P. P. (2022). Virtual influencers in online social media. IEEE Communications Magazine, 86-91.
  • Croes, E., & Bartels, J. (2021). Young adults’ motivations for following social influencers and their relationship to identification and buying behavior. Computers in Human Behavior, 124, 106910.
  • Cuevas-Molano, E., Matosas-López, L., & Bernal-Bravo, C. (2021). Factors Increasing Consumer Engagement of Branded Content in Instagram. IEEE Access, 9, 143531-143548. https://doi.org/10.1109/ACCESS.2021.3121186
  • 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. https://doi.org/10.1016/j.intmar.2012.01.003
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  • Filieri, R., Yen, D. A., & Yu, Q. (2021). #ILoveLondon: An exploration of the declaration of love towards a destination on Instagram. Tourism Management, 85, 104291. https://doi.org/10.1016/j.tourman.2021.104291
  • Frazer, C. F. (1983). Creative strategy: A management perspective. Journal of advertising, 12(4), 36-41.
  • Gross, J., & von Wangenheim, F. (2022). Influencer marketing on Instagram: Empirical research on social media engagement with sponsored posts. Journal of Interactive Advertising, 22(3), 289-310. https://doi.org/10.1080/15252019.2022.2123724
  • Gross, J., & Wangenheim, F. V. (2018). The big four of ınfluencer marketing. A typology of influencers. Marketing Review St. Gallen, 2, 30-38.
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There are 78 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies (Other)
Journal Section Articles
Authors

Betül Çepni Şener 0000-0002-1894-6799

Nurcan Yılmaz 0000-0003-4707-857X

Early Pub Date December 1, 2023
Publication Date December 30, 2023
Submission Date September 30, 2023
Published in Issue Year 2023 Issue: 43

Cite

APA Çepni Şener, B., & Yılmaz, N. (2023). Sürdürülebilir Modaya Yön Veren Markaların Instagram Gönderileri Üzerine Bir Araştırma. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(43), 42-66. https://doi.org/10.31123/akil.1369308