Publication: Sosyal medya reklamcılığında ikna ve bilgisayar tabanlı sosyal medya fenomenlerinin tüketici davranışları üzerindeki etkisi
Abstract
Bu çalışmada bilgisayar tabanlı Türk fenomen IAMX Alara örneğinde bilgisayar tabanlı fenomenlerin ikna süreci ve tüketici davranışları üzerindeki etkisi incelenmiştir. Çalışmada bilgisayar tabanlı Türk fenomen IAMX Alara örneğinde bilgisayar tabanlı fenomenlerin ikna sürecini ve tüketici davranışları üzerindeki etkisini incelemek üzere sosyal bilimler nitel araştırma yöntemlerinden olan örnek vaka analizinden yararlanılmıştır. Çalışmanın örneklemini oluşturan IAMX Alara'nın 04.01.2024-08.03.2024 tarihleri arasında gerçekleştirdiği iş birliklerine odaklanılmış ve bu iş birliklerine yönelik paylaşımlar incelenmiştir. Her bir paylaşım için veriler derlenerek tablolar oluşturulmuş, paylaşımlardan elde edilen veriler Pierce’ın semiyotik üçgen modeli kullanılarak göstergebilimsel analize tabi tutlmuştur. Bununla birlikte paylaşımlar Aristotales’in ikna modeli çerçevesinde ethos, pathos ve logos unsurları doğrultusunda değerlendirilmiş ve ikna kapsamında analiz edilmiştir. Takipçilerin bu paylaşımlara yaptığı yorumlar derlenerek tüketicilerin Alara’ya yönelik tutumları incelenmiştir. IAMX Alara'nın marka iş birlikleri ve paylaşımlarının incelenmesi, bilgisayar tabanlı fenomenlerin ikna süreci ve tüketici davranışları üzerindeki etkisini ortaya koymaktadır. Alara'nın çeşitli markalarla gerçekleştirdiği iş birlikleri, ethos, logos ve pathos unsurlarını kullanarak etkili bir ikna modeli oluşturmuştur. Alara'nın güvenilirliği ve karakteri üzerine kurulu paylaşımlar, markaların ürünlerinin kalitesi ve estetik değeri ile izleyicilere pozitif duygular uyandırarak etkili bir şekilde ikna etmeyi amaçlamaktadır. İş birliği yapılan markaların ürünlerinin somut özelliklerinin vurgulanması, izleyicilerin bu ürünlere olan ilgisini artırırken, Alara'nın samimi duruşu da markalarla duygusal bir bağ kurulmasına olanak tanımaktadır. İzleyici yorumları da genellikle olumlu yöndedir, Alara'nın iş birlikleri ve paylaşımları takipçilerin ilgisini artırırken, onların markalara olan ilgisini güçlendirmekte ve satın alma davranışlarını etkilemektedir. Bu bulgular, bilgisayar tabanlı fenomenlerin etkili bir pazarlama aracı olduğunu ve tüketici davranışları üzerinde belirgin bir etkiye sahip olduğunu göstermektedir.
In this study, the effect of computer-based phenomena on the persuasion process and consumer behavior was examined in the example of the computer-based Turkish phenomenon IAMX Alara. In the study, case analysis, one of the qualitative research methods of social sciences, was used to examine the persuasion process of computer-based phenomena and their impact on consumer behavior in the example of the computer-based Turkish phenomenon IAMX Alara. The collaborations between IAMX Alara, which constitutes the sample of the study, between 04.01.2024 and 08.03.2024 were focused on and the posts regarding these collaborations were examined. Tables were created by compiling the data for each post, and semiotic analysis was performed using content analysis and Pierce's semiotic triangle model to analyze the data obtained from the posts. In addition, the shares were evaluated and interpreted in line with the elements of ethos, pathos and logos within the framework of Aristotle's persuasion model. The comments made by the followers on these posts were compiled and the attitudes of consumers towards Alara were examined. Examining IAMX Alara's brand collaborations and posts reveals the impact of computer-based phenomena on the persuasion process and consumer behavior. Alara's collaborations with various brands have created an effective persuasion model using ethos, logos and pathos elements. Posts based on Alara's reliability and character aim to effectively persuade the audience by arousing positive emotions with the quality and aesthetic value of the brands' products. While emphasizing the concrete features of the products of the collaborating brands increases the audience's interest in these products, Alara's sincere stance allows an emotional bond to be established with the brands. Viewer comments are generally positive. Alara's collaborations and posts increase the attention of followers, strengthening their interest in brands and affecting their purchasing behavior. These findings suggest that computer-based influencers are an effective marketing tool and have a significant impact on consumer behavior.
In this study, the effect of computer-based phenomena on the persuasion process and consumer behavior was examined in the example of the computer-based Turkish phenomenon IAMX Alara. In the study, case analysis, one of the qualitative research methods of social sciences, was used to examine the persuasion process of computer-based phenomena and their impact on consumer behavior in the example of the computer-based Turkish phenomenon IAMX Alara. The collaborations between IAMX Alara, which constitutes the sample of the study, between 04.01.2024 and 08.03.2024 were focused on and the posts regarding these collaborations were examined. Tables were created by compiling the data for each post, and semiotic analysis was performed using content analysis and Pierce's semiotic triangle model to analyze the data obtained from the posts. In addition, the shares were evaluated and interpreted in line with the elements of ethos, pathos and logos within the framework of Aristotle's persuasion model. The comments made by the followers on these posts were compiled and the attitudes of consumers towards Alara were examined. Examining IAMX Alara's brand collaborations and posts reveals the impact of computer-based phenomena on the persuasion process and consumer behavior. Alara's collaborations with various brands have created an effective persuasion model using ethos, logos and pathos elements. Posts based on Alara's reliability and character aim to effectively persuade the audience by arousing positive emotions with the quality and aesthetic value of the brands' products. While emphasizing the concrete features of the products of the collaborating brands increases the audience's interest in these products, Alara's sincere stance allows an emotional bond to be established with the brands. Viewer comments are generally positive. Alara's collaborations and posts increase the attention of followers, strengthening their interest in brands and affecting their purchasing behavior. These findings suggest that computer-based influencers are an effective marketing tool and have a significant impact on consumer behavior.