ACCURATE AND EFFECTIVE ADVERTISING WITH INFLUENCER MARKETING ON SOCIAL NETWORKS: THE SAMPLE OF ELYXION BOUTIQUE

Remzi Başar

Makale detayları

ACCURATE AND EFFECTIVE ADVERTISING WITH INFLUENCER MARKETING ON SOCIAL NETWORKS: THE SAMPLE OF ELYXION BOUTIQUE

Yazarlar:

Remzi Başar

Yayıncı:

Bingol University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 26, pp.10-27

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001302670

pISSN:

1309-6672

Anahtar kelimeler:

Özet:

 Social media has become a new and very effective sales channel for businesses in line with the continuous change and development of technology and the digitalization of businesses which also has increased the importance of e-commerce. The study is related to one of the latest trends in digital marketing channels; the objective is to examine the benefits of the influencer marketing method on a sample business. It is defined as the whole of the promotion and marketing activities carried out through people with a significant number of followers in at least one of the social networks and whose opinions are given importance in their field of expertise. How social networks can be used effectively and efficiently by small businesses for promotion and marketing with low-budget advertising, the difference in followers and customer returns from two influencers advertised by the Elyxion Boutique is examined by using the number of followers of the phenomena with the derived from social media accounts and advertising statistics. It has been concluded that when small businesses with low advertising budgets advertise uses the influencer marketing channel, one of the digital marketing tools the account interaction, reliability, and the extent to which the celebrity can affect their followers rather than quantitative factors such as the number of followers. It is thought that the results of the research can be a guide for businesses that want to use the influencer marketing method as an advertising tool correctly and effectively; in the meantime, a special website called ABC Reklam, which is a portal that brings businesses and influencers together, to use the method more accurately and effectively. The site platform is proposed along with the prototype design. It is thought that the portal in question can function as an influencer search engine at the point of finding the right influencers for social networking platforms.

 Social media has become a new and very effective sales channel for businesses in line with the continuous change and development of technology and the digitalization of businesses which also has increased the importance of e-commerce. The study is related to one of the latest trends in digital marketing channels; the objective is to examine the benefits of the influencer marketing method on a sample business. It is defined as the whole of the promotion and marketing activities carried out through people with a significant number of followers in at least one of the social networks and whose opinions are given importance in their field of expertise. How social networks can be used effectively and efficiently by small businesses for promotion and marketing with low-budget advertising, the difference in followers and customer returns from two influencers advertised by the Elyxion Boutique is examined by using the number of followers of the phenomena with the derived from social media accounts and advertising statistics. It has been concluded that when small businesses with low advertising budgets advertise uses the influencer marketing channel, one of the digital marketing tools the account interaction, reliability, and the extent to which the celebrity can affect their followers rather than quantitative factors such as the number of followers. It is thought that the results of the research can be a guide for businesses that want to use the influencer marketing method as an advertising tool correctly and effectively; in the meantime, a special website called ABC Reklam, which is a portal that brings businesses and influencers together, to use the method more accurately and effectively. The site platform is proposed along with the prototype design. It is thought that the portal in question can function as an influencer search engine at the point of finding the right influencers for social networking platforms.

 Social media has become a new and very effective sales channel for businesses in line with the continuous change and development of technology and the digitalization of businesses which also has increased the importance of e-commerce. The study is related to one of the latest trends in digital marketing channels; the objective is to examine the benefits of the influencer marketing method on a sample business. It is defined as the whole of the promotion and marketing activities carried out through people with a significant number of followers in at least one of the social networks and whose opinions are given importance in their field of expertise. How social networks can be used effectively and efficiently by small businesses for promotion and marketing with low-budget advertising, the difference in followers and customer returns from two influencers advertised by the Elyxion Boutique is examined by using the number of followers of the phenomena with the derived from social media accounts and advertising statistics. It has been concluded that when small businesses with low advertising budgets advertise uses the influencer marketing channel, one of the digital marketing tools the account interaction, reliability, and the extent to which the celebrity can affect their followers rather than quantitative factors such as the number of followers. It is thought that the results of the research can be a guide for businesses that want to use the influencer marketing method as an advertising tool correctly and effectively; in the meantime, a special website called ABC Reklam, which is a portal that brings businesses and influencers together, to use the method more accurately and effectively. The site platform is proposed along with the prototype design. It is thought that the portal in question can function as an influencer search engine at the point of finding the right influencers for social networking platforms.

 Teknolojinin sürekli değişmesi ve gelişmesiyle birlikte işletmelerin giderek daha çok dijitalleşmesi e-ticaretin önemini arttırmış ve sosyal medya, işletmeler için yeni ve çok etkili bir satış mecrası haline gelmiştir. Çalışma, dijital pazarlama kanallarındaki en son trendlerden biri olan sosyal ağlardan en az birisinde ciddi sayıda takipçi kitlesine sahip olan ve uzmanlık alanında görüşlerine önem verilen kişiler üzerinden yürütülen tanıtım ve pazarlama faaliyetlerinin bütünü olarak tanımlanan influencer pazarlama yönteminin işletmelere sağlayabileceği faydaları örnek bir işletme üzerinden incelemeyi amaçlamaktadır. Sosyal ağların, tanıtım ve pazarlama için küçük işletmeler tarafından düşük bütçeli reklamlarla nasıl etkili ve verimli şekilde kullanılabileceği, Elyxion Butik adlı işletmenin reklam verdiği iki influencer üzerinden gelen takipçi ve müşteri geri dönüşlerindeki farklılık, fenomenlerin takipçi sayıları, sosyal medya hesaplarına ait veriler ve reklam istatistiklerinden faydalanılarak incelenmektedir. Araştırma sonucunda, düşük reklam bütçesine sahip olan küçük işletmelerin dijital pazarlama araçlarından influencer pazarlama kanalını kullanarak reklam verirken ünlü kişinin takipçi sayısı gibi nicel faktörlerden ziyade hesap etkileşimi, güvenilirliği ve takipçilerini ne ölçüde etkileyebildiğinin esas alınması gerektiği sonucuna varılmıştır. Araştırma sonuçlarının influencer pazarlama yöntemini bir reklam aracı olarak doğru ve etkili kullanmak isteyen ancak sorun yaşayan işletmeler için yol gösterici olabileceği düşünülmekte ve yöntemin daha doğru ve etkin bir şekilde kullanılabilmesi için işletmeler ile influencerları bir araya getiren portal niteliğinde ABC Reklam isimli özel bir web sitesi platformu prototip tasarımı ile birlikte önerilmektedir. Söz konusu portalın, sosyal ağ platformları için doğru influencerları bulma noktasında influencer arama motoru olarak işlev görebileceği düşünülmektedir.

Makale detayları

ACCURATE AND EFFECTIVE ADVERTISING WITH INFLUENCER MARKETING ON SOCIAL NETWORKS: THE SAMPLE OF ELYXION BOUTIQUE

Yazarlar:

Remzi Başar

Yayıncı:

Bingol University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 26, pp.10-27

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001302670

pISSN:

1309-6672

Digital marketing

Social media marketing

Influencer marketing

InstagramDijital pazarlama

Sosyal medya pazarlaması

Influencer pazarlama

Instagram

Sayı

Makale detayları

Yazarlar: Remzi Başar

Yayıncı: Bingol University

Ana Başlıklar: Dijital Pazarlama

Dergi: Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 26, pp.10-27

Belge Tipi: Makale

Yayın Tarihi: 10/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001302670

pISSN: 1309-6672

Sayı

Yazarlar:

Remzi Başar

Yayıncı:

Bingol University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 26, pp.10-27

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001302670

pISSN:

1309-6672