ANTI CONSUMPTION POSTS ON SOCIAL MEDIA: AN ANALYSIS OF DE-INFLUENCING CONTENT

Erdem Geçit; Fatma Şendoğan; Nesrin Öztürk Salgar

Makale detayları

ANTI CONSUMPTION POSTS ON SOCIAL MEDIA: AN ANALYSIS OF DE-INFLUENCING CONTENT

Yazarlar:

Erdem Geçit | Fatma Şendoğan | Nesrin Öztürk Salgar

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam

Dergi:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 50, pp.2011-2030

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001328699

pISSN:

1303-5495

Anahtar kelimeler:

Özet:

 Influencer marketing, which has become popular on social media platforms that emerged with the developing technology, has been integrated into marketing strategies by businesses. Social media platforms, which are a strong factor in encouraging consumption, have recently started a trend in which followers are warned about what not to buy in order to criticize excessive consumption, direct savings and reduce influencer influence. In this anti-consumption trend called de-influencing, content producers publish content on social media applications with the titles De-influencing, Not to Buy, Do Not Buy These Products, Products You Should Not Waste Your Money, Products I Regret. Purpose: It is aimed to contribute to the related field by revealing the points that are compatible and different with the conceptually produced content of the trend in TikTok content produced under the name of De-influencing trend, which spread on TikTok as a trend and then popularized on other social media platforms. Sample and Method: Within the scope of the research, the sampling group was determined using the criterion sampling method due to the need to carry certain criteria among the content shared through Tiktok using the hashtag De-influencing. 6-month posts of 6 account holders formed by 3 Turkish and 3 foreign content producers were analyzed one by one and 53 De-influencing posts were analyzed using qualitative content analysis method. In line with the qualitative content analysis, themes, categories and codes were created and analyzed through Maxqda 2020 Qualitative Analysis Program. Findings: Within the scope of the TikTok content analyzed within the scope of the research, it is possible to say that the De-influencing trend, which aims to dissuade the consumer from purchasing and to convey the negative aspects of the product or brand, is formed on the basis of negative word-of-mouth marketing communication activities. Detailed results are given in the Findings and Conclusion section. Originality: The research is shaped on the concept of De-influencing and it has been observed that there is no scientific study on the concept in the relevant field.

 Influencer marketing, which has become popular on social media platforms that emerged with the developing technology, has been integrated into marketing strategies by businesses. Social media platforms, which are a strong factor in encouraging consumption, have recently started a trend in which followers are warned about what not to buy in order to criticize excessive consumption, direct savings and reduce influencer influence. In this anti-consumption trend called de-influencing, content producers publish content on social media applications with the titles De-influencing, Not to Buy, Do Not Buy These Products, Products You Should Not Waste Your Money, Products I Regret. Purpose: It is aimed to contribute to the related field by revealing the points that are compatible and different with the conceptually produced content of the trend in TikTok content produced under the name of De-influencing trend, which spread on TikTok as a trend and then popularized on other social media platforms. Sample and Method: Within the scope of the research, the sampling group was determined using the criterion sampling method due to the need to carry certain criteria among the content shared through Tiktok using the hashtag De-influencing. 6-month posts of 6 account holders formed by 3 Turkish and 3 foreign content producers were analyzed one by one and 53 De-influencing posts were analyzed using qualitative content analysis method. In line with the qualitative content analysis, themes, categories and codes were created and analyzed through Maxqda 2020 Qualitative Analysis Program. Findings: Within the scope of the TikTok content analyzed within the scope of the research, it is possible to say that the De-influencing trend, which aims to dissuade the consumer from purchasing and to convey the negative aspects of the product or brand, is formed on the basis of negative word-of-mouth marketing communication activities. Detailed results are given in the Findings and Conclusion section. Originality: The research is shaped on the concept of De-influencing and it has been observed that there is no scientific study on the concept in the relevant field.

 Influencer marketing, which has become popular on social media platforms that emerged with the developing technology, has been integrated into marketing strategies by businesses. Social media platforms, which are a strong factor in encouraging consumption, have recently started a trend in which followers are warned about what not to buy in order to criticize excessive consumption, direct savings and reduce influencer influence. In this anti-consumption trend called de-influencing, content producers publish content on social media applications with the titles De-influencing, Not to Buy, Do Not Buy These Products, Products You Should Not Waste Your Money, Products I Regret. Purpose: It is aimed to contribute to the related field by revealing the points that are compatible and different with the conceptually produced content of the trend in TikTok content produced under the name of De-influencing trend, which spread on TikTok as a trend and then popularized on other social media platforms. Sample and Method: Within the scope of the research, the sampling group was determined using the criterion sampling method due to the need to carry certain criteria among the content shared through Tiktok using the hashtag De-influencing. 6-month posts of 6 account holders formed by 3 Turkish and 3 foreign content producers were analyzed one by one and 53 De-influencing posts were analyzed using qualitative content analysis method. In line with the qualitative content analysis, themes, categories and codes were created and analyzed through Maxqda 2020 Qualitative Analysis Program. Findings: Within the scope of the TikTok content analyzed within the scope of the research, it is possible to say that the De-influencing trend, which aims to dissuade the consumer from purchasing and to convey the negative aspects of the product or brand, is formed on the basis of negative word-of-mouth marketing communication activities. Detailed results are given in the Findings and Conclusion section. Originality: The research is shaped on the concept of De-influencing and it has been observed that there is no scientific study on the concept in the relevant field.

 Gelişen teknolojiyle birlikte ortaya çıkan sosyal medya platformlarında popülerleşen influencer pazarlaması, işletmeler tarafından pazarlama stratejilerine entegre edilmiş durumdadır. Tüketime özendirme noktasında güçlü bir faktör olan sosyal medya platformlarında son zamanlarda ise aşırı tüketimi eleştirmek, tasarrufa yönlendirmek, influencer etkisini azaltmak adına takipçilerine ne almamaları noktasında uyarılarda bulunulan bir akım başlamıştır. De-influencing etkisizleştirme adı verilen bu anti tüketim akımında, içerik üreticiler tarafından sosyal medya uygulamalarında De-influencing, Alınır Alınmaz, Bu Ürünleri Almayın, Paranızı Boşa Harcamamanız Gereken Ürünler, Pişman Olduğum Ürünler başlıklarıyla içerik üreticiler yayınlanmaktadır. Amaç: Bir akım olarak TikTok üzerinde yayılan daha sonra diğer sosyal medya platformlarında popülerleşen De-influencing akımı adı altında üretilen TikTok içeriklerinde akımın kavramsal açıdan üretilen içerikler ile uyumlu ve farklı noktaların ortaya konularak igili alana katkı sağlamak amaçlanmaktadır. Örneklem ve Yöntem: Araştırma kapsamında Tiktok üzerinden De-influencing hashtag kullanımıyla paylaşılan içerikler arasında belirli ölçütler taşıması gerekliliği sebebiyle ölçüt örnekleme yöntemi kullanılarak örneklem grubu belirlenmiştir. 3 Türkiye 3 Yurtdışı içerik üreticilerinin oluşturduğu 6 hesap sahibinin 6 aylık paylaşımları tek tek incelenmiş ve ulaşılan 53 De-influencing paylaşımı nitel içerik analiz yöntemi kullanılarak incelenmiştir. Yürütülen nitel içerik analizi doğrultusunda tema, kategori ve kodlar oluşturularak Maxqda 2020 Nitel Analiz Programı üzerinden analiz edilmiştir. Bulgular: Araştırma kapsamında incelenen TikTok içeriklerinin kapsamında tüketiciyi satın almaktan caydırmak ve ürün ya da markanın olumsuz yönlerini aktarma amacı taşıyan De-influencingakımının olumsuz ağızdan ağza pazarlama iletişimi faaliyetleri temelinde oluştuğunu söylemek mümkündür. Detaylı sonuçlara Bulgular ve sonuç kısmında yer verilmiştir. Özgünlük: Araştırma De-influencing kavramı üzerine şekillenmiş olup ilgili alanda kavrama yönelik herhangi bir bilimsel çalışma bulunmadığı gözlenmiştir.

Makale detayları

ANTI CONSUMPTION POSTS ON SOCIAL MEDIA: AN ANALYSIS OF DE-INFLUENCING CONTENT

Yazarlar:

Erdem Geçit | Fatma Şendoğan | Nesrin Öztürk Salgar

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam

Dergi:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 50, pp.2011-2030

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001328699

pISSN:

1303-5495

Social Media Marketing

Influencer Marketing

De-influencing

Anti ConsumptionSosyal Medya Pazarlaması

Influencer Pazarlama

De-influencing

Anti Tüketim

Sayı

Makale detayları

Yazarlar: Erdem Geçit | Fatma Şendoğan | Nesrin Öztürk Salgar

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Reklam

Dergi: İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 50, pp.2011-2030

Belge Tipi: Makale

Yayın Tarihi: 9/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001328699

pISSN: 1303-5495

Sayı

Yazarlar:

Erdem Geçit | Fatma Şendoğan | Nesrin Öztürk Salgar

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam

Dergi:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 50, pp.2011-2030

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001328699

pISSN:

1303-5495