Publication: Etkileyici pazarlama uygulamalarının post-hakikat kavramı bağlamında incelenmesi
Abstract
ETKİLEYİCİ PAZARLAMA UYGULAMALARININ POST-HAKİKAT KAVRAMI BAĞLAMINDA İNCELENMESİ Dijitalleşmeyle birlikte hayatımıza giren bir kavram olan “etkileyici pazarlama” gücünü sosyal medyadan ve dijital kanaat önderlerinden almaktadır. Markalar, hedef kitlelerine ulaşma amacıyla; etkileyicilerin sosyal medyada yarattığı etkiden faydalanmaktadır. Etkileyiciler; markalar hakkındaki söylemleriyle tüketicilerin tutum ve satın alma davranışlarına yön vermektedir. Etkisini sosyal hayatın birçok alanında hissettiren post-hakikat olgusu; kamuoyu oluşturmada, kişisel inanç ve duyguların nesnel gerçeklerden daha etkili olması durumu olarak tanımlanmaktadır. Bu olgu; kitleleri ikna etmek için nesnel gerçeklerden çok duygusal argümanlardan faydalanılmasını ve kitlelerin, gerçekleri görmezden gelerek kişisel inanç, kanaat ve duygularıyla hareket ederek karar vermesini ifade etmektedir. Ulusal ve uluslararası literatür incelendiğinde; içinde bulunduğumuz çağın iki yaygın kavramı olarak post-hakikat ve etkileyici pazarlamanın gücünü ortak zeminlerden aldığını söyleyebilmemiz mümkündür. Bu doğrultuda; bu çalışmanın ilk amacı; etkileyici pazarlama ve post-hakikat olgusu arasındaki kavramsal bağlantıyı ortaya koymaktır. Bu amaç doğrultusunda, çalışmanın ikinci ve üçüncü bölümünde etkileyici pazarlama ve post-hakikat ile ilgili literatür incelenerek, iki kavram arasında bir bağlantı kurulmaya çalışılmıştır. Ayrıca bu çalışmada, etkileyici pazarlama uygulamalarının hedef kitle üzerindeki etkilerini post-hakikat bağlamında gözlemleyerek tartışmak amaçlanmaktadır. Bu nedenle, çalışmanın araştırma kısmında, nitel araştırma yöntemi uygulanarak; 14 katılımcı ile derinlemesine görüşmeler yapılmış ve elde edilen veriler betimsel analiz yöntemi ile incelenmiştir. Araştırma sonucunda; etkileyici pazarlama uygulamalarının hedef kitle üzerindeki etkilerini post-hakikat olgusu bağlamında gözlemlemek mümkün olmuştur.Etkileyici Pazarlama, Post-Hakikat, Kanaat Önderi, Dijital Reklamcılık, Sosyal Medya
THE ANALYSIS OF INFLUENCER MARKETING APPLICATIONS IN THE CONTEXT OF POST-TRUTHThe concept of “influencer marketing”, entered our lives with digitalization, and it takes its power from social media and digital opinion leaders. In order to reach their target audience, brands benefit from the influence of influencers on social media. Influencers dominate consumers' attitudes and purchasing behaviors with their discourses about brands. The post-truth phenomenon makes its impact felt in many areas of social life and be defined as the situation in which personal beliefs and feelings are more effective than objective facts informing public opinion. This phenomenon refers to the use of emotional arguments rather than objective facts to persuade the masses, and by ignoring the facts, the masses make their decisions by acting on their personal beliefs, convictions, and feelings. When the Turkish and international literature is examined; it is possible to say that the two common concepts of our age, post-truth and influencer marketing, derive their power from common ground. In this direction, the first aim of this study is to reveal the conceptual connection between influencer marketing and the post-truth phenomenon. Therefore, in the first and second parts of this study, the literature on influencer marketing and post-truth has been examined and a connection between the two concepts has been tried to be established. This study also aimed to discuss the effects of influencer marketing practices on the target audience by observing them in the context of post-truth. For this reason, the research part of the study was formed by in-depth interviews with 14 participants within the framework of the qualitative research method, and the data were analyzed by the descriptive analysis method. As a result of the research, it has been possible to observe the effects of influencer marketing practices on the target audience in the context of the post-truth phenomenon.Influencer Marketing, Post-Truth, Opinion Leader, Digital Advertising, Social Media
THE ANALYSIS OF INFLUENCER MARKETING APPLICATIONS IN THE CONTEXT OF POST-TRUTHThe concept of “influencer marketing”, entered our lives with digitalization, and it takes its power from social media and digital opinion leaders. In order to reach their target audience, brands benefit from the influence of influencers on social media. Influencers dominate consumers' attitudes and purchasing behaviors with their discourses about brands. The post-truth phenomenon makes its impact felt in many areas of social life and be defined as the situation in which personal beliefs and feelings are more effective than objective facts informing public opinion. This phenomenon refers to the use of emotional arguments rather than objective facts to persuade the masses, and by ignoring the facts, the masses make their decisions by acting on their personal beliefs, convictions, and feelings. When the Turkish and international literature is examined; it is possible to say that the two common concepts of our age, post-truth and influencer marketing, derive their power from common ground. In this direction, the first aim of this study is to reveal the conceptual connection between influencer marketing and the post-truth phenomenon. Therefore, in the first and second parts of this study, the literature on influencer marketing and post-truth has been examined and a connection between the two concepts has been tried to be established. This study also aimed to discuss the effects of influencer marketing practices on the target audience by observing them in the context of post-truth. For this reason, the research part of the study was formed by in-depth interviews with 14 participants within the framework of the qualitative research method, and the data were analyzed by the descriptive analysis method. As a result of the research, it has been possible to observe the effects of influencer marketing practices on the target audience in the context of the post-truth phenomenon.Influencer Marketing, Post-Truth, Opinion Leader, Digital Advertising, Social Media