EXAMINING THE EFFECTS OF BRAND RELATIONSHIP WITH MACRO INFLUENCER ON CONSUMERS: THE EXAMPLE OF TRENDYOL

İsnur İnci Armutlu; Hakan Tan

Makale detayları

EXAMINING THE EFFECTS OF BRAND RELATIONSHIP WITH MACRO INFLUENCER ON CONSUMERS: THE EXAMPLE OF TRENDYOL

Yazarlar:

İsnur İnci Armutlu | Hakan Tan

Yayıncı:

Istanbul Aydin University

Ana Başlıklar:

İletişim Çalışmaları | Sosyal Medya Çalışmaları | Yeni Medya

Dergi:

İletişim Çalışmaları Dergisi Vol.11 Issue 2, pp.121-157

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001349008

pISSN:

2149-486X

Anahtar kelimeler:

Özet:

 Today, collaborations between brands and influencers have become one of the fundamental elements of digital marketing strategies and have a significant impact in terms of directing consumer behavior and creating brand loyalty. Macro influencers, in particular, increase brand awareness and consumer interaction by allowing brands to reach a wider audience thanks to their large follower base. Influencers reliability, content production strategies and activities on social media platforms directly affect consumers brand perception and purchase intentions. In this context, the role of influencer marketing on brand value and consumer relations is becoming increasingly important. The research focuses on a deficiency in the field by focusing on the change and transformation of brand perception and purchasing behavior between influencer character, characteristics of the character and the content produced by the character, media characteristic features of the media, content, user generated content - UGC and the target audience with whom influencer, content and media interact, collaborate and communicate. The study aims to examine the impact of influencers on brand perception, consumer trust and purchasing decisions by focusing on Trendyols influencer marketing strategies. Descriptive research and analysis methods were used in the research based on documents in the media. According to the findings of the research, it reveals how influencer collaborations offer a cost-effective and high conversion rate strategy for brands as a performance-based system. In addition, it is evaluated that innovations such as artificial intelligence-supported optimization processes and integration with new digital platforms in influencer marketing will increase the future potential.

 Today, collaborations between brands and influencers have become one of the fundamental elements of digital marketing strategies and have a significant impact in terms of directing consumer behavior and creating brand loyalty. Macro influencers, in particular, increase brand awareness and consumer interaction by allowing brands to reach a wider audience thanks to their large follower base. Influencers reliability, content production strategies and activities on social media platforms directly affect consumers brand perception and purchase intentions. In this context, the role of influencer marketing on brand value and consumer relations is becoming increasingly important. The research focuses on a deficiency in the field by focusing on the change and transformation of brand perception and purchasing behavior between influencer character, characteristics of the character and the content produced by the character, media characteristic features of the media, content, user generated content - UGC and the target audience with whom influencer, content and media interact, collaborate and communicate. The study aims to examine the impact of influencers on brand perception, consumer trust and purchasing decisions by focusing on Trendyols influencer marketing strategies. Descriptive research and analysis methods were used in the research based on documents in the media. According to the findings of the research, it reveals how influencer collaborations offer a cost-effective and high conversion rate strategy for brands as a performance-based system. In addition, it is evaluated that innovations such as artificial intelligence-supported optimization processes and integration with new digital platforms in influencer marketing will increase the future potential.

 Today, collaborations between brands and influencers have become one of the fundamental elements of digital marketing strategies and have a significant impact in terms of directing consumer behavior and creating brand loyalty. Macro influencers, in particular, increase brand awareness and consumer interaction by allowing brands to reach a wider audience thanks to their large follower base. Influencers reliability, content production strategies and activities on social media platforms directly affect consumers brand perception and purchase intentions. In this context, the role of influencer marketing on brand value and consumer relations is becoming increasingly important. The research focuses on a deficiency in the field by focusing on the change and transformation of brand perception and purchasing behavior between influencer character, characteristics of the character and the content produced by the character, media characteristic features of the media, content, user generated content - UGC and the target audience with whom influencer, content and media interact, collaborate and communicate. The study aims to examine the impact of influencers on brand perception, consumer trust and purchasing decisions by focusing on Trendyols influencer marketing strategies. Descriptive research and analysis methods were used in the research based on documents in the media. According to the findings of the research, it reveals how influencer collaborations offer a cost-effective and high conversion rate strategy for brands as a performance-based system. In addition, it is evaluated that innovations such as artificial intelligence-supported optimization processes and integration with new digital platforms in influencer marketing will increase the future potential.

 Günümüzde, markalar ve influencerlar arasındaki iş birlikleri, dijital pazarlama stratejilerinin temel unsurlarından biri haline gelmiş olup, tüketici davranışlarını yönlendirme ve marka sadakati oluşturma açısından önemli bir etkiye sahiptir. Özellikle makro influencerlar, geniş takipçi kitlesi sayesinde markaların daha geniş bir kitleye ulaşmasını sağlayarak marka bilinirliğini ve tüketici etkileşimini artırmaktadır. Influencerların güvenilirliği, içerik üretim stratejileri ve sosyal medya platformlarındaki etkinlikleri, tüketicilerin marka algısını ve satın alma niyetlerini doğrudan etkilemektedir. Bu bağlamda, influencer pazarlamasının marka değeri ve tüketici ilişkileri üzerindeki rolü giderek daha fazla önem kazanmaktadır. Araştırma, ınfluencer karakter, karakterin sahip olduğu özellikler ve karakterin ürettiği içerik, medya medyanın karakteristik özellikleri, içerik, kullanıcının içerik üretebilmesi-UGC ve influencer, içerik ve medyanın etkileştiği, iş birliği yaptığı ve iletişim kurduğu hedef kitle arasında oluşan marka algısı ve satın alma davranışının, değişimi ve dönüşümüne odaklanarak, alandaki bir eksikliğe odaklanmaktadır. Çalışma, Trendyolun influencer pazarlama stratejilerini merkeze alarak, influencerların marka algısı, tüketici güveni ve satın alma kararları üzerindeki etkisini incelemeyi amaçlamaktadır. Araştırmada, betimsel araştırma ile medyadaki belgeler üzerinden analiz yöntemleri kullanılmıştır. Araştırmanın bulgularına göre influencer iş birliklerinin performansa dayalı bir sistem olarak markalar için nasıl maliyet etkin ve yüksek dönüşüm oranlarına sahip bir strateji sunduğunu ortaya koymaktadır. Ayrıca, influencer pazarlamasında yapay zekâ destekli optimizasyon süreçleri ve yeni dijital platformlarla entegrasyon gibi yeniliklerin gelecekteki potansiyelini artıracağı değerlendirilmektedir.

Makale detayları

EXAMINING THE EFFECTS OF BRAND RELATIONSHIP WITH MACRO INFLUENCER ON CONSUMERS: THE EXAMPLE OF TRENDYOL

Yazarlar:

İsnur İnci Armutlu | Hakan Tan

Yayıncı:

Istanbul Aydin University

Ana Başlıklar:

İletişim Çalışmaları | Sosyal Medya Çalışmaları | Yeni Medya

Dergi:

İletişim Çalışmaları Dergisi Vol.11 Issue 2, pp.121-157

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001349008

pISSN:

2149-486X

Brand Management

Influencer Marketing

Macro-Influencer

Consumer Behavior

TrendyolMarka Yönetimi

Influencer Pazarlaması

Makro Influencer

Tüketici Davranışları

Trendyol

Sayı

Makale detayları

Yazarlar: İsnur İnci Armutlu | Hakan Tan

Yayıncı: Istanbul Aydin University

Ana Başlıklar: İletişim Çalışmaları | Sosyal Medya Çalışmaları | Yeni Medya

Dergi: İletişim Çalışmaları Dergisi Vol.11 Issue 2, pp.121-157

Belge Tipi: Makale

Yayın Tarihi: 5/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001349008

pISSN: 2149-486X

Sayı

Yazarlar:

İsnur İnci Armutlu | Hakan Tan

Yayıncı:

Istanbul Aydin University

Ana Başlıklar:

İletişim Çalışmaları | Sosyal Medya Çalışmaları | Yeni Medya

Dergi:

İletişim Çalışmaları Dergisi Vol.11 Issue 2, pp.121-157

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001349008

pISSN:

2149-486X