Araştırma Makalesi
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Adolescents' Approaches to Influencer Marketing Content: A Literacy Study

Yıl 2024, Cilt: 19 Sayı: 1, 137 - 166, 20.04.2024
https://doi.org/10.17550/akademikincelemeler.1326301

Öz

With the development and differentiation of technology and media tools, we witness that many innovations have entered our lives and brands have changed their advertising and marketing strategies accordingly. Apart from the traditional advertising approach, influencer advertising/marketing content, which we frequently see in social media environments recently and for which brands allocate significant investment budgets, targets children and adolescents in a considerable way. However, we have limited knowledge about how adolescents put their advertising literacy skills to work in the face of influencer marketing/advertising. This study was conducted to understand how adolescents use their cognitive, affective and moral advertising literacy skills to combat the persuasive nature of influencer marketing/advertising. Adopting an interpretive qualitative methodology, data for the study were collected through semi-structured interviews with adolescent participants aged 15-17. The findings obtained from the data analyzed through directed qualitative content analysis suggest that although adolescents have developed cognitive advertising literacy skills, the parasocial relationship they establish with influencers may prevent the activation of emotional and moral advertising literacy skills.

Kaynakça

  • Abidin, C. (2015). Communicative intimacies: influencers and perceived interconnectedness. Ada: A Journal of Gender, New Media, & Technology, 8, 1-16.
  • Abidin, C. & Ots, M. Influencers tell all? Unravelling authenticity and credibility in a brand scandal.” Edström, Maria- Kenyon, Andrew T.- Svensson, Eva Maria (Eds.). Blurring the lines: Market-driven and democracy-driven freedom of expression (153-161). Göteborg, Sweden: Nordicom, 2016.
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  • Alves de Castro, C., O'Reilly Dr, I., & Carthy, A. (2021). Social media ınfluencers (SMIs) in context: A literature review. Journal of Marketing Management, 9(2), 59-71.
  • Assarroudi, A., Nabavi, F. H., Armat, M. R., Ebadi, A. & Vaismoradi, M. (2018). Directed qualitative content analysis: The description and elaboration of its underpinning methods and data analysis process. Journal of Research in Nursing, 23(1), 42-55.
  • Audrezet, A., De Kerviler, G. & Guidry Moulard, J. (2020). Authenticity under threat: when social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
  • Balaban, Mucundorfeanu C. D. & Larisa, M. M. (2021). Adolescents’ understanding of the model of sponsored content of social media influencer instagram stories. Media and Communication, 10(1), 305-316. https://doi.org/10.17645/mac.v10i1.4652
  • Becan, C. (2022). Tüketicilerdeki reklam okuryazarlığı boyutlarının rasyonel ve duygusal reklamlara yönelik tutuma etkisi üzerine bir saha araştırması. Fırat Üniversitesi Sosyal Bilimler Dergisi, 32(3), 1195-1214.
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Ergenlerin Influencer Pazarlama İçeriklerine Yaklaşımları: Bir Okuryazarlık Araştırması

Yıl 2024, Cilt: 19 Sayı: 1, 137 - 166, 20.04.2024
https://doi.org/10.17550/akademikincelemeler.1326301

Öz

Teknoloji ve medya araçlarının gelişmesi ve farklılaşmasıyla birçok yeniliğin hayatlarımıza girdiğine, buna bağlı olarak markaların da reklam ve pazarlama stratejilerini değiştirdiklerine tanık olmaktayız. Geleneksel reklamcılık anlayışının haricinde son zamanlarda sosyal medya ortamlarında sıklıkla gördüğümüz ve markaların önemli yatırım bütçeleri ayırdığı influencer reklamcılık/pazarlama içerikleri hatırı sayılır bir şekilde çocukları ve ergenleri de hedeflemektedir. Bununla birlikte ergenlerin influencer pazarlama/reklamcılık karşısında reklam okuryazarlık becerilerini nasıl işe koştukları hakkındaki mevcut duruma ilişkin bilgimiz sınırlıdır. Bu çalışma, ergenlerin bilişsel, duygusal ve ahlaki reklam okuryazarlığı becerilerinin influencer pazarlama/reklamcılığın ikna edici doğasıyla mücadelede nasıl kullandığını anlamak amacıyla yürütülmüştür. Yorumlayıcı nitel bir metodolojiyi benimseyen çalışmanın verileri 15-17 yaşları arasındaki ergen katılımcılardan yarı yapılandırılmış görüşmeler yoluyla elde edilmiştir. Yönlendirilmiş niteliksel içerik analiziyle irdelenen verilerden ulaşılan bulgular, ergenlerin bilişsel reklam okuryazarlığı becerilerinin gelişmiş olmasına karşın influencerlarla kurdukları parasosyal ilişkinin duygusal ve ahlaki reklam okuryazarlık becerilerinin devreye alınmasını engelleyebileceğini göstermektedir.

Kaynakça

  • Abidin, C. (2015). Communicative intimacies: influencers and perceived interconnectedness. Ada: A Journal of Gender, New Media, & Technology, 8, 1-16.
  • Abidin, C. & Ots, M. Influencers tell all? Unravelling authenticity and credibility in a brand scandal.” Edström, Maria- Kenyon, Andrew T.- Svensson, Eva Maria (Eds.). Blurring the lines: Market-driven and democracy-driven freedom of expression (153-161). Göteborg, Sweden: Nordicom, 2016.
  • Aktaş, A. & Şener, G. (2019). Nüfuz pazarlamasında (influencer marketing) mesaj stratejileri. Erciyes İletişim Dergisi, 19(6), 399-422.
  • Altıok, N. & Babaoğul, M. (2010). Türkiye’de ve AB ülkelerinde tüketici eğitimi. M. Babaoğul & A. Şener (Ed.), Tüketici Yazıları (II), (9-22). Ankara: TUPADEM.
  • Alves de Castro, C., O'Reilly Dr, I., & Carthy, A. (2021). Social media ınfluencers (SMIs) in context: A literature review. Journal of Marketing Management, 9(2), 59-71.
  • Assarroudi, A., Nabavi, F. H., Armat, M. R., Ebadi, A. & Vaismoradi, M. (2018). Directed qualitative content analysis: The description and elaboration of its underpinning methods and data analysis process. Journal of Research in Nursing, 23(1), 42-55.
  • Audrezet, A., De Kerviler, G. & Guidry Moulard, J. (2020). Authenticity under threat: when social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
  • Balaban, Mucundorfeanu C. D. & Larisa, M. M. (2021). Adolescents’ understanding of the model of sponsored content of social media influencer instagram stories. Media and Communication, 10(1), 305-316. https://doi.org/10.17645/mac.v10i1.4652
  • Becan, C. (2022). Tüketicilerdeki reklam okuryazarlığı boyutlarının rasyonel ve duygusal reklamlara yönelik tutuma etkisi üzerine bir saha araştırması. Fırat Üniversitesi Sosyal Bilimler Dergisi, 32(3), 1195-1214.
  • Berg, L. B. & Lune, H. (2015). Sosyal bilimlerde nitel araştırma yöntemleri. H. Aydın (Çev.). Konya: Eğitim Yayınevi. 2015
  • Branding Türkiye (2018). Influencer pazarlama hakkında bir değerlendirme. Erişim: 13.03.2023. https://www.brandingturkiye.com/influencer-pazarlama-hakkinda-bir-degerlendirme/
  • Büttner, O. B., Florack, A., & Serfas, B. G. (2014). A dual-step and dual-process model of advertising effects: Implications for reducing the negative impact of advertising on children's consumption behaviour. Journal of Consumer Policy, 37, 161-182.https://doi.org/10.1007/s10603-013-9250-0
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  • Lee, J. A. & Eastin, M. S. (2021). Perceived authenticity of social media influencers: scale development and validation. Journal of Research in Interactive Marketing, 15(4), 822-841. https://doi.org/10.1108/JRIM-12-2020-0253
  • Lindsey M. J. & Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons, 60(4), 473-482. https://doi.org/10.1016/j.bushor.2017.03.005
  • Livingstone, S. & Helsper, E. (2006). Does advertising literacy mediate the effects of advertising on children? a critical examination of two linked research literatures in relation to obesity and food choice. Journal of Communication, 56(3), 560–584. https://doi.org/10.1111/j.1460-2466.2006.00301.x
  • Lou, C. (2022). Social media ınfluencers and followers: The orization of a trans-parasocial relation and explication of ıts ımplications for ınfluencer advertising. Journal of Advertising, 51(1), 4-21. https://doi.org/10.1080/00913367.2021.1880345
  • Nando M. (2010). What is Advertising literacy? Exploring the dimensions of advertising literacy, Journal of Visual Literacy, 29(2), 129-142, https://doi.org/10.1080/23796529.2010.11674677
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  • Mayring, P. (2000). Qualitative content analysis. Forum: Qualitative Social Research, 1(2). https://doi.org/10.17169/fqs-1.2.1089
  • Mayring, P.. (2014). Qualitative content analysis: Theoretical foundation, basic procedures and software solution, Klagenfurt: Monograph. Available at: http://nbn-resolving.de/urn:nbn:de:0168-ssoar-395173
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-21. https://doi.org/10.1086/209217
  • Merriam, S. B. (2023). Nitel araştırma desen ve uygulama için bir rehber. S. Turan (Çev. Ed.). Ankara: Nobel Akademik Yayıncılık.
  • Morse, J. M. (2004). Theoretical saturation. In M. S. Lewis-Beck, A. Bryman, & T. F. Liao (Eds.), The Sage encyclopedia of social science research methods (p. 1123). Thousand Oaks, CA: Sage. Retrieved fromhttp://sk.sagepub.com/reference/download/socialscience/n1011.pdf
  • Oyman, M., & Akıncı, S. (2019). Sosyal medya etkileyicileri olarak vloggerlar: Z kuşağı üzerinde para-sosyal ilişki, satın alma niyeti oluşturma ve Youtube davranışları açısından vloggerların incelenmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 32, 441-464.
  • Özmete, E. (2008). Parent and adolescent ınteraction in television advertisements as consumer socialization agents. Education, 129(3), 372-381.
  • Parasnis, E. (2022). The implications of social media for adolescent critical thinking from an information and advertising literacy context: a brief review. The Serials Librarian, 83(1), 9-15. https://doi.org/10.1080/0361526X.2022.2030850
  • Patton, M. Q. (2014). Nitel araştırma ve değerlendirme yöntemleri. M. Bütün & S. B. Demir (Çev. Ed.). Ankara: Pegem Akademi.
  • Pessers, L. (2012). Refining the legal approach towards the underage consumer: A process still in its infancy. JIPITEC, 3(1), 2-10.
  • Prensky, M. (2001). Digital natives, digital immigrants. On th Horizon (MCB University Press), 9(5), 1-6.
  • Rahali, M. & Livingstone, S. (2022). #SponsoredAds: Monitoring influencer marketing to young audiences. Media Policy Brief 23. London: Department of Media and Communications, London School of Economics and Political Science.
  • Rozendaal, E., Lapierre, M., A- van R., Eva A. & Buijzen, M. (2011). Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14(4), 333-354. https://doi.org/10.1080/15213269.2011.620540
  • Rozendaal, E., Opree, S. J. & Buijzen, M. (2016). Development and validation of a survey ınstrument to measure children's advertising literacy. Media Psychology, 19(1), 72-100. https://doi.org/10.1080/15213269.2014.885843
  • Senft, T. M. (2013). Microcelebrity and the branded self. H. John, B. Jean, & B. Axel, (Eds.), A Companion to New Media Dynamics, 346-354. Blackwell Publishing.
  • Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Service, 53, 101742.
  • Sur, E. (2022). Okuryazarlık kavramı ve Türkiye’deki okuryazarlık araştırmaları üzerine bir inceleme Ahmet Keleşoğlu Eğitim Fakültesi Dergisi (AKEF) Dergisi, 4 (2), 445- 467.
  • Sweeney, E., Lawlor, M. A. & Brady, M. (2022). Teenagers moral advertising literacy in an influencer marketing context. International Journal of Advertising, 41(1), 54-77. https://doi.org/10.1080/02650487.2021.1964227
  • Şahin, D. (2019). Nüfuz pazarlaması (influencer marketing): YouTuberlar üzerine bir araştırma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 12(2), 47-57. https://doi.org/10.18221/bujss.553177
  • Şener, A., & Yücel, S. (2019). Child consumer-advertising: An evaluation in the context of advertising literacy. Journal of Current Research on Social Sciences, 9(4), 245-270.
  • Tanyeri Mazıcı, E. & Hekimoğlu Toprak, H. (2020). Nüfuz pazarlaması (influencer marketing) ve satın alma davranışı ilişkisi: Sosyal ağ kullanıcıları üzerinden bir araştırma. Uluslararası Toplum Araştırmaları Dergisi, 16/31, 4267-4288.
  • Taşdelen, B. (2020). Dijital çağın yeni trendi sosyal medya etkileyicileri: Vloggerların üniversite öğrencilerinin satın alma davranışı üzerindeki etkisi, Gaziantep University Journal of Social Sciences , 19(3) 1071-1098.
  • TUİK (2021). Çocuklarda bilişim teknolojileri kullanım araştırması. Erişim: 06.06.2023. https://data.tuik.gov.tr/Bulten/Index?p=Cocuklarda-Bilisim-Teknolojileri-Kullanim-Arastirmasi-2021-41132
  • TUİK (2022). Hanehalkı bilişim teknolojileri kullanım araştırması. Erişim: 06.06.2023. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587
  • Uğurhan, Y., & Yaşar, İ. (2021). Fenomene ve sponsorlu içeriğe ilişkin güvenin marka farkındalığı üzerindeki etkisinde parasosyal ilişkinin aracı rolü: Youtube özelinde bir inceleme. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 10(2), 1789-1811. http://www.itobiad.com/tr/pub/issue/62559/837093
  • Wright, P., Friestad, M. & Boush, D. M. (2005). The development of marketplace persuasion knowledge in children, adolescents, and young adults. Journal of Public Policy & Marketing, 24(2), 222–233. https://doi.org/10.1509/jppm.2005.24.2.222
  • Valkenburg, Patti M., & Joanne C. (2001), The development of a child into a consumer, Journal of Applied Developmental Psychology, 22 (1), 61–72.
  • Van Reijmersdal, E. A., Boerman, S. C., Buijzen, M., & Rozendaal, E. (2017). This is advertising! Effects of disclosing television brand placement on adolescents. Journal of Youth and Adolescence, 46(2), 328-342. https://doi.org/10.1007/s10964-016-0493-3
  • Van Dam,S., & Van Reijmersdal, E. A. (2019). Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13(2), article 2 https://dx.doi.org/10.5817/CP2019-2-2
  • Van Noort, G., Antheunis, M.L., & Van Reijmersdal, E. A. (2012). Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism. Journal of Marketing Communications,18, 39-53.
  • Yener L. M. (2018). Dijital pazarlama ekseninde influencer marketing uygulamaları. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(2), 1299-1328.
  • Yıldırım, A. & Şimşek H. (2011). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, Ankara: Seçkin Yayıncılık.
  • Zarouali, B., Ponnet, K., Walrave, M. & Poels, K. (2017). ’Do you like cookies?’ Adolescents' skeptical processing of retargeted Facebook-ads and the moderating role of privacy concern and a textual debriefing. Computers in Human Behavior, 69, 157-165. http://dx.doi.org/10.1016/j.chb.2016.11.050
  • Zhang Y. & Wildemuth Barbara M. (2009). Qualitative analysis of content. B. Wildemuth (Ed.) Applications of Social Research Methods to Questions in Information and Library Science, Westport, CT: Libraries Unlimited, 308–319.
Toplam 85 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Ekran ve Medya Kültürü, Günlük Yaşam ve Tüketim
Bölüm Araştırma Makaleleri
Yazarlar

Gülden Özkan 0000-0002-0485-7015

Mehmet Halim Arslan 0009-0005-8935-9013

Erken Görünüm Tarihi 7 Nisan 2024
Yayımlanma Tarihi 20 Nisan 2024
Gönderilme Tarihi 12 Temmuz 2023
Yayımlandığı Sayı Yıl 2024 Cilt: 19 Sayı: 1

Kaynak Göster

APA Özkan, G., & Arslan, M. H. (2024). Ergenlerin Influencer Pazarlama İçeriklerine Yaklaşımları: Bir Okuryazarlık Araştırması. Akademik İncelemeler Dergisi, 19(1), 137-166. https://doi.org/10.17550/akademikincelemeler.1326301

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