Determining the Reasons Why Food and Beverage Businesses Prefer Instagram Content Creators in Their Promotional Activities

Ayşe Nur Özer; Müesser Korkmaz

Makale detayları

Determining the Reasons Why Food and Beverage Businesses Prefer Instagram Content Creators in Their Promotional Activities

Yazarlar:

Ayşe Nur Özer | Müesser Korkmaz

Yayıncı:

Pamukkale University

Ana Başlıklar:

Pazarlama (Diğer) | Turizm (Diğer)

Dergi:

Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.12 Issue 1, pp.276-299

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353347

pISSN:

2757-7260

Anahtar kelimeler:

Özet:

 The shift from traditional marketing approaches to digital and interaction-focused strategies has led to significant changes in how businesses reach their target audiences. Social media platforms have become essential tools in the food and beverage industry for increasing brand awareness and fostering customer loyalty. In recent years, businesses in this sector have increasingly moved beyond conventional promotional methods and started collaborating with Instagram content creators. These collaborations help establish emotional connections with potential customers and allow dining experiences to reach broader audiences. However, the outcomes of such promotional activities conducted through content creators are not exclusively positive and may also lead to certain negative consequences. The aim of this study is to examine the promotional and advertising activities carried out by businesses in the food and beverage sector through Instagram content creators and to identify the main impacts of these efforts on the businesses. To achieve this, face-to-face interviews were conducted with 10 business owners andor managers operating in Çanakkale, who primarily rely on Instagram content creators for their promotional activities. Descriptive analysis and content analysis methods were used to evaluate the data obtained in the study. This research is significant as it emphasizes the importance of maintaining product and service quality in order to ensure sustainable customer satisfaction, despite the growing demand.

 The shift from traditional marketing approaches to digital and interaction-focused strategies has led to significant changes in how businesses reach their target audiences. Social media platforms have become essential tools in the food and beverage industry for increasing brand awareness and fostering customer loyalty. In recent years, businesses in this sector have increasingly moved beyond conventional promotional methods and started collaborating with Instagram content creators. These collaborations help establish emotional connections with potential customers and allow dining experiences to reach broader audiences. However, the outcomes of such promotional activities conducted through content creators are not exclusively positive and may also lead to certain negative consequences. The aim of this study is to examine the promotional and advertising activities carried out by businesses in the food and beverage sector through Instagram content creators and to identify the main impacts of these efforts on the businesses. To achieve this, face-to-face interviews were conducted with 10 business owners andor managers operating in Çanakkale, who primarily rely on Instagram content creators for their promotional activities. Descriptive analysis and content analysis methods were used to evaluate the data obtained in the study. This research is significant as it emphasizes the importance of maintaining product and service quality in order to ensure sustainable customer satisfaction, despite the growing demand.

 The shift from traditional marketing approaches to digital and interaction-focused strategies has led to significant changes in how businesses reach their target audiences. Social media platforms have become essential tools in the food and beverage industry for increasing brand awareness and fostering customer loyalty. In recent years, businesses in this sector have increasingly moved beyond conventional promotional methods and started collaborating with Instagram content creators. These collaborations help establish emotional connections with potential customers and allow dining experiences to reach broader audiences. However, the outcomes of such promotional activities conducted through content creators are not exclusively positive and may also lead to certain negative consequences. The aim of this study is to examine the promotional and advertising activities carried out by businesses in the food and beverage sector through Instagram content creators and to identify the main impacts of these efforts on the businesses. To achieve this, face-to-face interviews were conducted with 10 business owners andor managers operating in Çanakkale, who primarily rely on Instagram content creators for their promotional activities. Descriptive analysis and content analysis methods were used to evaluate the data obtained in the study. This research is significant as it emphasizes the importance of maintaining product and service quality in order to ensure sustainable customer satisfaction, despite the growing demand.

 Geleneksel pazarlama anlayışının yerini dijital ve etkileşim odaklı stratejilere bırakması, işletmelerin hedef kitlelerine ulaşma yöntemlerinde önemli değişimlere yol açmıştır. Sosyal medya platformları, yiyecek-içecek sektöründe marka bilinirliğini artırmak ve müşteri sadakati oluşturmak adına önemli bir araç haline gelmiştir. Son yıllarda, yiyecek-içecek sektöründeki işletmelerin de geleneksel tanıtım yöntemlerinin ötesine geçerek, Instagram içerik üreticileriyle iş birliklerine yöneldiği gözlemlenmektedir. Bu iş birlikleri, hem potansiyel müşterilerle duygusal bağ kurulmasını hem de mekân deneyimlerinin daha geniş kitlelere ulaşmasını sağlamaktadır. Ancak, içerik üreticileri aracılığıyla yürütülen bu tanıtım faaliyetlerinin çıktıları yalnızca olumlu yönde olmayıp, bazı olumsuz sonuçlara da yol açabilmektedir. Bu çalışmanın amacı, yiyecek ve içecek sektöründe faaliyet gösteren işletmelerin Instagram içerik üreticileri aracılığıyla gerçekleştirdikleri tanıtım ve reklam faaliyetlerinin incelenmesi ve bu çalışmaların işletmeler üzerindeki temel etkilerini belirlenmesidir. Bu amaçla çalışmada Çanakkalede faaliyet gösteren ve tanıtım faaliyetlerini ağırlıklı olarak Instagram içerik üreticileri aracılığıyla gerçekleştiren 10 işletme sahibi veveya yöneticileri ile yüz yüze görüşmeler gerçekleştirilmiştir. Çalışmada elde edilen verilerin analizinde betimsel analiz ve içerik analizi yöntemi kullanılmıştır. Bu çalışma, işletmelerin artan talebe rağmen ürün ve hizmet kalitesini koruyarak müşteri memnuniyetini sürdürülebilir kılmasının önemli olduğunu vurgulaması açısından önem arz etmektedir.

Makale detayları

Determining the Reasons Why Food and Beverage Businesses Prefer Instagram Content Creators in Their Promotional Activities

Yazarlar:

Ayşe Nur Özer | Müesser Korkmaz

Yayıncı:

Pamukkale University

Ana Başlıklar:

Pazarlama (Diğer) | Turizm (Diğer)

Dergi:

Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.12 Issue 1, pp.276-299

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353347

pISSN:

2757-7260

Food and Beverage Businesses

Advertising and Promotion

Instagram Content CreatorsYiyecek İçecek İşletmeleri

Reklam ve Tanıtım

Instagram İçerik Üreticileri

Sayı

Makale detayları

Determining the Reasons Why Food and Beverage Businesses Prefer Instagram Content Creators in Their Promotional Activities

Yazarlar: Ayşe Nur Özer | Müesser Korkmaz

Yayıncı: Pamukkale University

Ana Başlıklar: Pazarlama (Diğer) | Turizm (Diğer)

Dergi: Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.12 Issue 1, pp.276-299

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001353347

pISSN: 2757-7260

Food and Beverage Businesses

Advertising and Promotion

Instagram Content CreatorsYiyecek İçecek İşletmeleri

Reklam ve Tanıtım

Instagram İçerik Üreticileri

Sayı

Yazarlar:

Ayşe Nur Özer | Müesser Korkmaz

Yayıncı:

Pamukkale University

Ana Başlıklar:

Pazarlama (Diğer) | Turizm (Diğer)

Dergi:

Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.12 Issue 1, pp.276-299

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353347

pISSN:

2757-7260