REFLECTIONS OF INSTAGRAM SPONSORED CONTENT ON CONSUMER PERCEPTION AND DECISION-MAKING IN DIGITAL COMMUNICATION: A QUALITATIVE STUDY BASED ON THE ELABORATION LIKELIHOOD MODEL

Yusuf Zafer Can Uğurhan; İbrahim Halil Yaşar

Makale detayları

REFLECTIONS OF INSTAGRAM SPONSORED CONTENT ON CONSUMER PERCEPTION AND DECISION-MAKING IN DIGITAL COMMUNICATION: A QUALITATIVE STUDY BASED ON THE ELABORATION LIKELIHOOD MODEL

Yazarlar:

Yusuf Zafer Can Uğurhan | İbrahim Halil Yaşar

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1083-1112

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001359896

pISSN:

2146-3301

Anahtar kelimeler:

Özet:

 This study aims to understand how users experience sponsored content shared by influencers on Instagram and how the meaning of this content is reflected in their purchase intentions within the framework of the Elaboration Likelihood Model ELM. In the study, which was conducted by adopting the phenomenological design, one of the qualitative research designs, in-depth interviews were conducted with 29 Instagram users. The findings revealed that users structure their interactions with sponsored content through two basic forms of cognitive processing: central and peripheral. Participants who engaged in central processing focused on the informational quality of the content, the contribution of the product to daily life and the sincerity of the influencer, while those who engaged in peripheral processing found superficial cues such as the popularity of the influencer, visual narrative style, user comments and campaign language more decisive. Participants attitudes towards the content and the contexts of meaning they construct with the product are shaped not only by content features but also by individual perceptions, social media usage practices, and digital relationships with the influencer. The study draws attention to the multi-layered nature of user experiences in social media communication and emphasizes the importance of authenticity, knowledge-based narratives, and trust in content design.

 This study aims to understand how users experience sponsored content shared by influencers on Instagram and how the meaning of this content is reflected in their purchase intentions within the framework of the Elaboration Likelihood Model ELM. In the study, which was conducted by adopting the phenomenological design, one of the qualitative research designs, in-depth interviews were conducted with 29 Instagram users. The findings revealed that users structure their interactions with sponsored content through two basic forms of cognitive processing: central and peripheral. Participants who engaged in central processing focused on the informational quality of the content, the contribution of the product to daily life and the sincerity of the influencer, while those who engaged in peripheral processing found superficial cues such as the popularity of the influencer, visual narrative style, user comments and campaign language more decisive. Participants attitudes towards the content and the contexts of meaning they construct with the product are shaped not only by content features but also by individual perceptions, social media usage practices, and digital relationships with the influencer. The study draws attention to the multi-layered nature of user experiences in social media communication and emphasizes the importance of authenticity, knowledge-based narratives, and trust in content design.

 This study aims to understand how users experience sponsored content shared by influencers on Instagram and how the meaning of this content is reflected in their purchase intentions within the framework of the Elaboration Likelihood Model ELM. In the study, which was conducted by adopting the phenomenological design, one of the qualitative research designs, in-depth interviews were conducted with 29 Instagram users. The findings revealed that users structure their interactions with sponsored content through two basic forms of cognitive processing: central and peripheral. Participants who engaged in central processing focused on the informational quality of the content, the contribution of the product to daily life and the sincerity of the influencer, while those who engaged in peripheral processing found superficial cues such as the popularity of the influencer, visual narrative style, user comments and campaign language more decisive. Participants attitudes towards the content and the contexts of meaning they construct with the product are shaped not only by content features but also by individual perceptions, social media usage practices, and digital relationships with the influencer. The study draws attention to the multi-layered nature of user experiences in social media communication and emphasizes the importance of authenticity, knowledge-based narratives, and trust in content design.

 Bu çalışma, Instagramda fenomenler tarafından paylaşılan sponsorlu içeriklerin kullanıcılar tarafından nasıl deneyimlendiğini ve bu içeriklerin anlamının satın alma niyetlerine nasıl yansıdığını Detaylandırma Olasılığı Modeli ELM çerçevesinde anlamayı amaçlamaktadır. Nitel araştırma desenlerinden fenomenolojik desen benimsenerek yürütülen çalışmada 29 Instagram kullanıcısı ile derinlemesine görüşmeler gerçekleştirilmiştir. Bulgular, kullanıcıların sponsorlu içeriklerle etkileşimlerini merkezi ve çevresel olmak üzere iki temel bilişsel işleme biçimi aracılığıyla yapılandırdıklarını ortaya koymuştur. Merkezi işlem yapan katılımcılar içeriğin bilgi kalitesi, ürünün günlük hayata katkısı ve fenomenlerin samimiyetine odaklanırken, çevresel işlem yapan katılımcılar fenomenlerin popülaritesi, görsel anlatım tarzları, kullanıcı yorumları ve kampanya dili gibi yüzeysel ipuçlarını daha belirleyici bulmuştur. Katılımcıların içeriğe yönelik tutumları ve ürünle kurdukları anlam bağlamları yalnızca içerik özellikleriyle değil, aynı zamanda bireysel algılar, sosyal medya kullanım pratikleri ve fenomenler ile dijital ilişkileriyle de şekillenmektedir. Çalışma, sosyal medya iletişiminde kullanıcı deneyimlerinin çok katmanlı yapısına dikkat çekmekte ve içerik tasarımında özgünlüğün, bilgiye dayalı anlatıların ve güvenin önemini vurgulamaktadır.

Makale detayları

REFLECTIONS OF INSTAGRAM SPONSORED CONTENT ON CONSUMER PERCEPTION AND DECISION-MAKING IN DIGITAL COMMUNICATION: A QUALITATIVE STUDY BASED ON THE ELABORATION LIKELIHOOD MODEL

Yazarlar:

Yusuf Zafer Can Uğurhan | İbrahim Halil Yaşar

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1083-1112

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001359896

pISSN:

2146-3301

Digital Communication

Sponsored Content

Instagram

the Elaboration Likelihood Model.Instagram

Dijital İletişim

Sponsorlu İçerik

Detaylandırma Olasılığı Modeli

Sayı

Makale detayları

Yazarlar: Yusuf Zafer Can Uğurhan | İbrahim Halil Yaşar

Yayıncı: Gumushane University

Ana Başlıklar: İletişim Çalışmaları

Dergi: Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1083-1112

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001359896

pISSN: 2146-3301

Sayı

Yazarlar:

Yusuf Zafer Can Uğurhan | İbrahim Halil Yaşar

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1083-1112

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001359896

pISSN:

2146-3301