Research Article
BibTex RIS Cite

Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma

Year 2023, Issue: 16, 127 - 152, 29.06.2023

Nihal Kocabay-şener Gözde Öymen

https://doi.org/10.32739/uskudarsbd.9.16.122

Abstract

Son yıllarda, dijital teknolojilerde yaşanan hızlı gelişmeler ile tüketicilerin bilgi paylaşımında bulunduğu mecralar da artış göstermiştir. Bu mecralarda paylaşım yapan bazı kişiler ikna becerileri ile ünlü olup, yüksek takipçi sayısına ulaşarak fenomenler haline gelmişlerdir. Fenomenler, çoğu zaman markaların pazarlama iletişimi çalışmalarında yer alırken, kimi zaman da aktivist kimlikleri ile toplumsal sorunlarla ilgili paylaşımlarda bulunabilmektedir. Bu paylaşımlar arasında sürdürülebilirlik, çevre, iklim krizi, tasarruf, kadın hakları, hayvan hakları, kapsül dolap ve minimalizm gibi konular da bulunmaktadır.
Bu çalışma kapsamında Instagram’da içerik üreten ve “çevreci fenomen” olarak tanımlanabilecek olan 8 hesabın paylaşımları incelenerek en çok hangi kategoride paylaşım yaptıkları, dikkat çektikleri konu başlıkları ve marka işbirliklerinin sektörel dağılımı içerik analizi yönetimi ile ortaya çıkarılmıştır. Buna göre, en çok paylaşım yapılan kategori önerilerdir. Dikkat çekilen konu başlıkları kapsül dolap, iklim krizi, atıksız yaşam, sürdürülebilirlik ve tasarruf kavramları olup, çok fazla marka işbirliğine gittikleri görülmemiş, marka işbirliği var ise de genellikle vegan ürünler üzerinde odaklanıldığı sonucuna varılmıştır.

Keywords

Fenomen Pazarlaması Aktivizm Aktivist Fenomen Sürdürülebilirlik Çevre

Supporting Institution

-

Project Number

-

Thanks

-

References

  • Ardèvol, Elisenda, Sandra Martorell, ve Gemma San Cornelio. “Myths in Visual Environmental Activism Narratives on Instagram”. Comunicar 29, sy 68 (2021): 57-67. https://doi.org/10.3916/C68-2021-05.
  • Arık, Emel. “Sırdan İnsanın Yükselişi: Sosyal Medya Şöhretleri”. İletişim ve Diplomasi, sy 1 (25 Temmuz 2013): 97-112.
  • Bilgin, Nuri. Sosyal Bilimlerde İçerik Analizi. Ankara: Siyasal Kitabevi, 2014.
  • Brown, Duncan, ve Nick Hayes. Influencer Marketing: Who Really Influences Your Customers? Elsevier/Butterworth-Heinemann, 2008.
  • “Cambridge Dictionary | İngilizce Sözlük, Çeviri ve Eşanlamlılar Sözlüğü”. Erişim 18 Temmuz 2022. https://dictionary.cambridge.org/tr/.
  • Chwialkowska, Agnieszka. “How Sustainability Influencers Drive Green Lifestyle Adoption on Social Media: The Process of Green Lifestyle Adoption Explained through the Lenses of the Minority Influence Model and Social Learning Theory”. Management of Sustainable Development 11, sy 1 (2019): 33-42.
  • Çoban, Savaş, ve Yasemin İnceoğlu. İnternet ve Sokak. İstanbul: Ayrıntı Yayınları, 2015.
  • Dere, Uğurcan. “Influencer Ne Demek? Türkiye’nin En Etkili 10 Influencer’ı”. Erişim 21 Temmuz 2022. https://www.webtekno.com/influencer-ne-demek-h91000.html.
  • Geray, Haluk. Toplumsal Araştırmalarda Nicel ve Nitel Yöntemlere Giriş. Ankara: Ütopya Yayınevi, 2017.
  • Giddings, Bob, Bill Hopwood, ve Geoff O’Brien. “Environment, Economy and Society: Fitting Them Together into Sustainable Development”. Sustainable Development 10, sy 4 (2002): 187-96. https://doi.org/10.1002/sd.199.
  • Gilman, Robert. “Definitions”. Context Institute, 07 Ekim 2011. https://www.context.org/about/definitions/.
  • Glucksman, Morgan. “The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink”. Elon Journal of Undergraduate Research in Communications 8, sy 2 (2017): 77-87.
  • Górecka-Butora, Patrycja, Paweł Strykowski, ve Katarzyna Biegun. Influencer marketing od A do Z. WhitePress, 2019.
  • Gürel, Emet, ve Azra Nazlı. “Dijital Aktivizm: Change.org Kampanyaları Üzerine Bir Analiz”. Anadolu Üniversitesi Sosyal Bilimler Dergisi 19, sy 4 (31 Aralık 2019): 187-206. https://doi.org/10.18037/ausbd.668642.
  • Joyce, Mary. Digital activism decoded: the new mechanics of change. New York: International Debate Education Association, 2010.
  • Kaban Kadıoğlu, Zeynep. Tüketim İletişimi Süreçler, Algılar ve Tüketici. İstanbul: Pales Yayınları, 2014.
  • Kartal, Didem. “Fenomen Pazarlaması ve Sosyal Medyanın Halkla İlişkiler Üzerine Etkisi”. Yüksek Lisans Tezi, Bahçeşehir Üniversitesi, 2020. https://tez.yok.gov.tr/UlusalTezMerkezi/tezDetay.jsp?id=Ar8HtYHtDfEX3E2guGzy-A&no=Mo721bCDSGv3AiLdqsjjAA.
  • Kotler, Philip, Hermawan Kartajaya, ve Iwan Setiawan. Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons, 2016.
  • Kozinets, Robert V., ve Jay Handelman. “Ensouling Consumption: A Netnographic Exploration of the Meaning of Boycotting Behavior”. Advances in Consumer Research, sy 25 (1998): 475-80.
  • Mert, Yener Lütfü. “Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6, sy 2 (2018): 1299-1328. https://doi.org/10.19145/e-gifder.431622.
  • Munoz, Pau. “The Birth of the Influencer-Activist, a Case Study from Spain”. Preprint. SocArXiv, 13 Ekim 2021. https://doi.org/10.31235/osf.io/fcq5z.
  • Nerse, Serdar. “Dijital Medya Aktivizmi: Yeni Sınıfsal İlişkilerin İman ve Sınırları”. Kafkas Universitesi Sosyal Bilimler Enstitüsü Dergisi, sy 26 (2020): 615-34. https://doi.org/10.9775/kausbed.2020.033.
  • Patton, Michael Quinn. Nitel Araştırma ve Değerlendirme Yöntemleri. 2. Baskı. Ankara: Pegem Akademi, 2018.
  • Penaloza, Lisa, ve Linda L. Price. “Consumer Resistance: A Conceptual Overview”. Advances in Consumer Research, sy 20 (1993): 123-28.
  • Pop, Rebeka-Anna, Zsuzsa Săplăcan, ve Mónika-Anetta Alt. “Social Media Goes Green—The Impact of Social Media on Green Cosmetics Purchase Motivation and Intention”. Information 11, sy 9 (2020): 447. https://doi.org/10.3390/info11090447.
  • Sailer, Astrid, Harald Wilfing, ve Eva Straus. “Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram”. Sustainability 14, sy 3 (2022): 1494. https://doi.org/10.3390/su14031494.
  • Schorn, Anna, Friederike Vinzenz, ve Werner Wirth. “Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers”. Young Consumers 23, sy 3 (2022): 345-61. https://doi.org/10.1108/YC-07-2021-1355.
  • Facebook IQ. “The 2020 Topics and Trends Report From Facebook IQ”, 12 Aralık 2019. https://www.facebook.com/business/news/insights/2020-topics-and-trends-report.
  • “The State of Influencer Marketing 2018”. Linqia, 2018. https://www.linqia.com/insights/report-the-state-of-influencer-marketing-2018/.
  • Törhönen, Maria, Max Sjöblom, Lobna Hassan, ve Juho Hamari. “Fame and fortune, or just fun? A study on why people create content on video platforms”. Internet Research 30, sy 1 (01 Ocak 2019): 165-90. https://doi.org/10.1108/INTR-06-2018-0270.
  • Urhan Torun, Bahar. “Sosyal Medyada #Hashtag Aktivizmi: #ALSIceBucketChallenge Örneği”. SOCIAL MENTALITY AND RESEARCHER THINKERS JOURNAL 5, sy 16 (01 Ocak 2019): 372-80. https://doi.org/10.31576/smryj.241.
  • HuffPost. “What Is Influencer Marketing?”, 05 Temmuz 2016. https://www.huffpost.com/entry/what-is-influcner-marketing_b_10778128.
  • Wielki, Janusz. “Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development”. Sustainability 12, sy 17 (Ocak 2020): 7138. https://doi.org/10.3390/su12177138.
  • Würminghausen, Von Paulina. “Instagram: Wie nachhaltig ist die Mode der Influencer?” Frankffurter Allgemeine Zeitung, 08 Eylül 2019. https://www.faz.net/aktuell/wirtschaft/digitec/instagram-wie-nachhaltig-ist-die-mode-der-influencer-16371370.html.
  • Zarei, Koosha, Damilola Ibosiola, Reza Farahbakhsh, Zafar Gilani, Kiran Garimella, Noël Crespi, ve Gareth Tyson. “Characterising and Detecting Sponsored Influencer Posts on Instagram”. İçinde 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM), 327-31, 2020. https://doi.org/10.1109/ASONAM49781.2020.9381309.

Activist Influencers: An Exploratory Analysis About Greenfluencers

Year 2023, Issue: 16, 127 - 152, 29.06.2023

Nihal Kocabay-şener Gözde Öymen

https://doi.org/10.32739/uskudarsbd.9.16.122

Abstract

Abstract Nowadays, with the rapid developments in digital technologies, the media where consumers share information have also increased. Some people who post in these various media become famous for their persuasion skills and have become influencers by reaching a high number of followers. While the influencers often take part in the marketing communication activities of the brands, they can sometimes share about social problems with their activist identities. These posts include topics such as sustainability, environment, climate crisis, savings, women's rights, animal rights, capsule cabinet and minimalism. Within the scope of this study, the posts, reels and stories of 8 accounts that produce content on Instagram and which can be defined as environmental influencers were examined and the category they shared the most, the topics they drew attention to and the sectoral distribution of brand collaborations were revealed by content analysis. Accordingly, the most shared category is suggestions. The topics that attracted attention were the capsule cabinet, climate crisis, waste-free life, sustainability and savings, and it was concluded that they did not cooperate with many brands. If there is any cooperation, they are most likely the vegan brands.

Keywords

Influencer Marketing Activism Activist Influencer Sustainability Environment

Project Number

-

References

  • Ardèvol, Elisenda, Sandra Martorell, ve Gemma San Cornelio. “Myths in Visual Environmental Activism Narratives on Instagram”. Comunicar 29, sy 68 (2021): 57-67. https://doi.org/10.3916/C68-2021-05.
  • Arık, Emel. “Sırdan İnsanın Yükselişi: Sosyal Medya Şöhretleri”. İletişim ve Diplomasi, sy 1 (25 Temmuz 2013): 97-112.
  • Bilgin, Nuri. Sosyal Bilimlerde İçerik Analizi. Ankara: Siyasal Kitabevi, 2014.
  • Brown, Duncan, ve Nick Hayes. Influencer Marketing: Who Really Influences Your Customers? Elsevier/Butterworth-Heinemann, 2008.
  • “Cambridge Dictionary | İngilizce Sözlük, Çeviri ve Eşanlamlılar Sözlüğü”. Erişim 18 Temmuz 2022. https://dictionary.cambridge.org/tr/.
  • Chwialkowska, Agnieszka. “How Sustainability Influencers Drive Green Lifestyle Adoption on Social Media: The Process of Green Lifestyle Adoption Explained through the Lenses of the Minority Influence Model and Social Learning Theory”. Management of Sustainable Development 11, sy 1 (2019): 33-42.
  • Çoban, Savaş, ve Yasemin İnceoğlu. İnternet ve Sokak. İstanbul: Ayrıntı Yayınları, 2015.
  • Dere, Uğurcan. “Influencer Ne Demek? Türkiye’nin En Etkili 10 Influencer’ı”. Erişim 21 Temmuz 2022. https://www.webtekno.com/influencer-ne-demek-h91000.html.
  • Geray, Haluk. Toplumsal Araştırmalarda Nicel ve Nitel Yöntemlere Giriş. Ankara: Ütopya Yayınevi, 2017.
  • Giddings, Bob, Bill Hopwood, ve Geoff O’Brien. “Environment, Economy and Society: Fitting Them Together into Sustainable Development”. Sustainable Development 10, sy 4 (2002): 187-96. https://doi.org/10.1002/sd.199.
  • Gilman, Robert. “Definitions”. Context Institute, 07 Ekim 2011. https://www.context.org/about/definitions/.
  • Glucksman, Morgan. “The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink”. Elon Journal of Undergraduate Research in Communications 8, sy 2 (2017): 77-87.
  • Górecka-Butora, Patrycja, Paweł Strykowski, ve Katarzyna Biegun. Influencer marketing od A do Z. WhitePress, 2019.
  • Gürel, Emet, ve Azra Nazlı. “Dijital Aktivizm: Change.org Kampanyaları Üzerine Bir Analiz”. Anadolu Üniversitesi Sosyal Bilimler Dergisi 19, sy 4 (31 Aralık 2019): 187-206. https://doi.org/10.18037/ausbd.668642.
  • Joyce, Mary. Digital activism decoded: the new mechanics of change. New York: International Debate Education Association, 2010.
  • Kaban Kadıoğlu, Zeynep. Tüketim İletişimi Süreçler, Algılar ve Tüketici. İstanbul: Pales Yayınları, 2014.
  • Kartal, Didem. “Fenomen Pazarlaması ve Sosyal Medyanın Halkla İlişkiler Üzerine Etkisi”. Yüksek Lisans Tezi, Bahçeşehir Üniversitesi, 2020. https://tez.yok.gov.tr/UlusalTezMerkezi/tezDetay.jsp?id=Ar8HtYHtDfEX3E2guGzy-A&no=Mo721bCDSGv3AiLdqsjjAA.
  • Kotler, Philip, Hermawan Kartajaya, ve Iwan Setiawan. Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons, 2016.
  • Kozinets, Robert V., ve Jay Handelman. “Ensouling Consumption: A Netnographic Exploration of the Meaning of Boycotting Behavior”. Advances in Consumer Research, sy 25 (1998): 475-80.
  • Mert, Yener Lütfü. “Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6, sy 2 (2018): 1299-1328. https://doi.org/10.19145/e-gifder.431622.
  • Munoz, Pau. “The Birth of the Influencer-Activist, a Case Study from Spain”. Preprint. SocArXiv, 13 Ekim 2021. https://doi.org/10.31235/osf.io/fcq5z.
  • Nerse, Serdar. “Dijital Medya Aktivizmi: Yeni Sınıfsal İlişkilerin İman ve Sınırları”. Kafkas Universitesi Sosyal Bilimler Enstitüsü Dergisi, sy 26 (2020): 615-34. https://doi.org/10.9775/kausbed.2020.033.
  • Patton, Michael Quinn. Nitel Araştırma ve Değerlendirme Yöntemleri. 2. Baskı. Ankara: Pegem Akademi, 2018.
  • Penaloza, Lisa, ve Linda L. Price. “Consumer Resistance: A Conceptual Overview”. Advances in Consumer Research, sy 20 (1993): 123-28.
  • Pop, Rebeka-Anna, Zsuzsa Săplăcan, ve Mónika-Anetta Alt. “Social Media Goes Green—The Impact of Social Media on Green Cosmetics Purchase Motivation and Intention”. Information 11, sy 9 (2020): 447. https://doi.org/10.3390/info11090447.
  • Sailer, Astrid, Harald Wilfing, ve Eva Straus. “Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram”. Sustainability 14, sy 3 (2022): 1494. https://doi.org/10.3390/su14031494.
  • Schorn, Anna, Friederike Vinzenz, ve Werner Wirth. “Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers”. Young Consumers 23, sy 3 (2022): 345-61. https://doi.org/10.1108/YC-07-2021-1355.
  • Facebook IQ. “The 2020 Topics and Trends Report From Facebook IQ”, 12 Aralık 2019. https://www.facebook.com/business/news/insights/2020-topics-and-trends-report.
  • “The State of Influencer Marketing 2018”. Linqia, 2018. https://www.linqia.com/insights/report-the-state-of-influencer-marketing-2018/.
  • Törhönen, Maria, Max Sjöblom, Lobna Hassan, ve Juho Hamari. “Fame and fortune, or just fun? A study on why people create content on video platforms”. Internet Research 30, sy 1 (01 Ocak 2019): 165-90. https://doi.org/10.1108/INTR-06-2018-0270.
  • Urhan Torun, Bahar. “Sosyal Medyada #Hashtag Aktivizmi: #ALSIceBucketChallenge Örneği”. SOCIAL MENTALITY AND RESEARCHER THINKERS JOURNAL 5, sy 16 (01 Ocak 2019): 372-80. https://doi.org/10.31576/smryj.241.
  • HuffPost. “What Is Influencer Marketing?”, 05 Temmuz 2016. https://www.huffpost.com/entry/what-is-influcner-marketing_b_10778128.
  • Wielki, Janusz. “Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development”. Sustainability 12, sy 17 (Ocak 2020): 7138. https://doi.org/10.3390/su12177138.
  • Würminghausen, Von Paulina. “Instagram: Wie nachhaltig ist die Mode der Influencer?” Frankffurter Allgemeine Zeitung, 08 Eylül 2019. https://www.faz.net/aktuell/wirtschaft/digitec/instagram-wie-nachhaltig-ist-die-mode-der-influencer-16371370.html.
  • Zarei, Koosha, Damilola Ibosiola, Reza Farahbakhsh, Zafar Gilani, Kiran Garimella, Noël Crespi, ve Gareth Tyson. “Characterising and Detecting Sponsored Influencer Posts on Instagram”. İçinde 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM), 327-31, 2020. https://doi.org/10.1109/ASONAM49781.2020.9381309.
There are 35 citations in total.

Details

Primary Language Turkish
Subjects Environmental Sociology, Communication Sociology
Journal Section Research Article
Authors

Nihal Kocabay-şener 0000-0003-4018-082X

Gözde Öymen 0000-0003-3997-5983

Project Number -
Early Pub Date June 29, 2023
Publication Date June 29, 2023
Submission Date July 21, 2022
Published in Issue Year 2023 Issue: 16

Cite

APA Kocabay-şener, N., & Öymen, G. (2023). Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma. Üsküdar Üniversitesi Sosyal Bilimler Dergisi(16), 127-152. https://doi.org/10.32739/uskudarsbd.9.16.122
AMA Kocabay-şener N, Öymen G. Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma. JOSOC. June 2023;(16):127-152. doi:10.32739/uskudarsbd.9.16.122
Chicago Kocabay-şener, Nihal, and Gözde Öymen. “Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma”. Üsküdar Üniversitesi Sosyal Bilimler Dergisi, no. 16 (June 2023): 127-52. https://doi.org/10.32739/uskudarsbd.9.16.122.
EndNote Kocabay-şener N, Öymen G (June 1, 2023) Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma. Üsküdar Üniversitesi Sosyal Bilimler Dergisi 16 127–152.
IEEE N. Kocabay-şener and G. Öymen, “Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma”, JOSOC, no. 16, pp. 127–152, June 2023, doi: 10.32739/uskudarsbd.9.16.122.
ISNAD Kocabay-şener, Nihal - Öymen, Gözde. “Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma”. Üsküdar Üniversitesi Sosyal Bilimler Dergisi 16 (June 2023), 127-152. https://doi.org/10.32739/uskudarsbd.9.16.122.
JAMA Kocabay-şener N, Öymen G. Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma. JOSOC. 2023;:127–152.
MLA Kocabay-şener, Nihal and Gözde Öymen. “Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma”. Üsküdar Üniversitesi Sosyal Bilimler Dergisi, no. 16, 2023, pp. 127-52, doi:10.32739/uskudarsbd.9.16.122.
Vancouver Kocabay-şener N, Öymen G. Fenomen Aktivizmi: Çevreci Fenomenler Üzerine Bir Araştırma. JOSOC. 2023(16):127-52.
 Download Cover Image

The opinions in the articles published in Üsküdar University Journal of Social Sciences belong to the author. The articles published in another journal, book, and so on are not accepted. National or international conference presentations, seminar presentations, or panel presentations can be included in the publication process after being specified in the footnote and converted into the article format.
Academic articles published in the journal can only be reproduced for educational purposes. The articles and the graphics and tables in the articles cannot be duplicated or archived in part or as a whole without permission except for educational purposes. Quotations may be made from the articles under the condition that they are indicated in the academic publications.
It is assumed that the authors undertake that they would not claim royalties for the articles they submit to Üsküdar University Journal of Social Sciences.