Dijital Pazarlama Çağının Yeni Fikir Liderleri: Sosyal Medya Etkileyicileri
Özet
Bu çalışma, sosyal medya ve sosyal medya etkileyicilerinin anlamı, sosyal medya platformlarının etki alanı ve Instagram’ın dijital pazarlama aracı olarak konumlandırılmasını incelemektedir. Çalışmada, Instagram’ın ve etkileyici pazarlamanın büyümesi ele alınmakta, sosyal medya etkileyicilerinin ve ünlülerin markalarla nasıl işbirliği yaptığı, sosyal medya platformlarında nasıl destekledikleri incelenmektedir. Vaka incelemesi olarak Kara Cuma döneminde Türkiye’nin en fazla tercih edilen dört e-ticaret platformunun dijital pazarlama aktiviteleri üzerine çalışılmıştır; Trendyol, HepsiBurada, GittiGidiyor ve Amazon. Küresel olarak alışveriş sezonunun açılışının ilk günü kabul edilen Kara Cuma’nın inceleme alanı olarak belirlenmesinin nedeni, perakendecilerin Kara Cuma gibi özel günlerde dijital pazarlama aktivitelerini arttırmaları ve indirimlerini pazarlamalarıdır. Bu bağlamda, belirlenen dört e-ticaret platformunun resmi Instagram hesapları analiz edilmiş ve Kara Cuma döneminde sosyal medya etkileyicileri ve ünlüler ile yaptıkları sponsorlu içerikler çalışılmıştır. Bu çalışma, e-ticaret platformlarının etkileyicileri pazarlama bakış açısı çerçevesinde kullanımlarını değerlendirerek literatüre katkı sağlamayı amaçlamaktadır.
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