INFLUENCER MARKETING IN THE FASHION INDUSTRY AND CASE STUDY ANALYSIS OF THE WEAVING FIELD

Nevin Karabıyık Yerden; Ferahnur Özgören Şen; Ebru Bilgen Kocatürk

Makale detayları

INFLUENCER MARKETING IN THE FASHION INDUSTRY AND CASE STUDY ANALYSIS OF THE WEAVING FIELD

Yazarlar:

Nevin Karabıyık Yerden | Ferahnur Özgören Şen | Ebru Bilgen Kocatürk

Yayıncı:

Marmara University

Ana Başlıklar:

İşletme

Dergi:

Journal of Research in Business Vol.10 Issue 1, pp.281-300

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351374

pISSN:

2630-6255

Anahtar kelimeler:

Özet:

 The fields of marketing and communication are evolving daily in a world that is changing daily as well. Information availability is expanding quickly, particularly with the internet and social media. Social media and phenomena are used in various industries for marketing, promotion, and communication purposes. Impactful people in the communication and marketing domains are becoming more and more prevalent due to rapid change, particularly in the fashion business. business-specific analysis reveals that influencers are widely employed, particularly in the fashion business. As a result, the idea of influencer marketing is examined from a fashion standpoint in this study. After explaining the concept of phenomenon in the study, studies dealing with both the concepts of the fashion industry and phenomenon marketing were examined. After the literature review, a case study on the weaving field, which is a sub-area of the fashion industry, was included in the research part of the study. The research findings indicate that the weaving industry, a subset of the fashion industry, is a specialized field with exceptional weaving artists who primarily market their products on social media platforms. Additionally, there are no collaborations between brands in this industry.

 The fields of marketing and communication are evolving daily in a world that is changing daily as well. Information availability is expanding quickly, particularly with the internet and social media. Social media and phenomena are used in various industries for marketing, promotion, and communication purposes. Impactful people in the communication and marketing domains are becoming more and more prevalent due to rapid change, particularly in the fashion business. business-specific analysis reveals that influencers are widely employed, particularly in the fashion business. As a result, the idea of influencer marketing is examined from a fashion standpoint in this study. After explaining the concept of phenomenon in the study, studies dealing with both the concepts of the fashion industry and phenomenon marketing were examined. After the literature review, a case study on the weaving field, which is a sub-area of the fashion industry, was included in the research part of the study. The research findings indicate that the weaving industry, a subset of the fashion industry, is a specialized field with exceptional weaving artists who primarily market their products on social media platforms. Additionally, there are no collaborations between brands in this industry.

 The fields of marketing and communication are evolving daily in a world that is changing daily as well. Information availability is expanding quickly, particularly with the internet and social media. Social media and phenomena are used in various industries for marketing, promotion, and communication purposes. Impactful people in the communication and marketing domains are becoming more and more prevalent due to rapid change, particularly in the fashion business. business-specific analysis reveals that influencers are widely employed, particularly in the fashion business. As a result, the idea of influencer marketing is examined from a fashion standpoint in this study. After explaining the concept of phenomenon in the study, studies dealing with both the concepts of the fashion industry and phenomenon marketing were examined. After the literature review, a case study on the weaving field, which is a sub-area of the fashion industry, was included in the research part of the study. The research findings indicate that the weaving industry, a subset of the fashion industry, is a specialized field with exceptional weaving artists who primarily market their products on social media platforms. Additionally, there are no collaborations between brands in this industry.

 Gün geçtikçe farklılaşan dünyada pazarlama ve iletişim alanı da günden güne farklılaşmaktadır. Özellikle internet ve sosyal medya ile birlikte bilgiye erişim oldukça hızlı bir noktaya ilerlemektedir. Birçok alanda pazarlama, tanıtım ve iletişim etkinlikleri, sosyal medya ve fenomenler üzerinden gerçekleştirilmektedir. Özellikle moda sektöründeki hızlı değişim, fenomenlerin iletişim ve pazarlama alanında ortaya çıkışını hızlandırmaktadır. Sektörel olarak bakıldığında ise özellikle moda sektöründe fenomenlerin sıklıkla kullanıldığı görülmektedir. Buradan hareketle bu çalışmada fenomen pazarlaması kavramı, moda açısından ele alınmaktadır. Çalışmada fenomen kavramı açıklandıktan sonra moda sektörü ve fenomen pazarlaması kavramlarının her ikisini ele alan çalışmalar incelenmiştir. Literatür incelemesinin ardından ise çalışmanın araştırma kısmında moda sektörünün alt inceleme alanı olan dokuma alanına yönelik örnek olay incelemesine yer verilmiştir. Bu araştırmada moda sektörünün alt sektörü olan dokuma sektörünün niş bir sektör olduğu, bu sektörde dokuma sanatçılarının fenomen niteliğinde olduğu, genellikle sosyal medya platformlarında tanıtımlarını gerçekleştirdikleri ve marka işbirliklerinin bulunmadığı sonucuna varılmıştır.

Makale detayları

INFLUENCER MARKETING IN THE FASHION INDUSTRY AND CASE STUDY ANALYSIS OF THE WEAVING FIELD

Yazarlar:

Nevin Karabıyık Yerden | Ferahnur Özgören Şen | Ebru Bilgen Kocatürk

Yayıncı:

Marmara University

Ana Başlıklar:

İşletme

Dergi:

Journal of Research in Business Vol.10 Issue 1, pp.281-300

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351374

pISSN:

2630-6255

Fashion marketing

phenomenon marketing

marketingModa pazarlama

fenomen pazarlama

pazarlama

Sayı

Makale detayları

INFLUENCER MARKETING IN THE FASHION INDUSTRY AND CASE STUDY ANALYSIS OF THE WEAVING FIELD

Yazarlar: Nevin Karabıyık Yerden | Ferahnur Özgören Şen | Ebru Bilgen Kocatürk

Yayıncı: Marmara University

Ana Başlıklar: İşletme

Dergi: Journal of Research in Business Vol.10 Issue 1, pp.281-300

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001351374

pISSN: 2630-6255

Fashion marketing

phenomenon marketing

marketingModa pazarlama

fenomen pazarlama

pazarlama

Sayı

Yazarlar:

Nevin Karabıyık Yerden | Ferahnur Özgören Şen | Ebru Bilgen Kocatürk

Yayıncı:

Marmara University

Ana Başlıklar:

İşletme

Dergi:

Journal of Research in Business Vol.10 Issue 1, pp.281-300

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351374

pISSN:

2630-6255