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THE POWER OF INFLUENCERS IN OUTSOURCING: THE INSTAGRAM EXAMPLE

Year 2023, Volume: 25 Issue: 2, 499 - 528, 15.06.2023
https://doi.org/10.16953/deusosbil.1247558

Abstract

Developing technological opportunities provide businesses with numerous opportunities to shift their operations to digital environments. These opportunities have a positive impact on companies' transition processes from traditional marketing activities to digital marketing activities. Digital marketing activities are becoming increasingly important, particularly in channels with strong two-way communication, such as social media platforms. Companies work with influencers to reach out to individuals through these channels, and they outsource to digital platforms. From this point, the study's goal is to attempt to explain how the company and influencer collaborated from various angles, based on the influencers' posts and shares during the month of November, when campaigns like "Black Friday, Wonderful Friday, Legendary November, Great Friday and Cyber Monday" were active. In this manner, the Instagram stories and posts of 15 influencers who regularly shared content with their followers throughout the month of November were monitored on a daily basis, and the brands and products with which they collaborated were identified. The obtained results indicate that companies work closely with influencers to promote their products and services, and that the selected influencers and product and service features are provided with content that overlaps with care.

References

  • AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R. & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31 (3), 355-374.
  • Aragoncillo, L. & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing, 22 (1), 42-62.
  • Ashraf, R. U., Hou, F. & Ahmad, W. (2019). Understanding continuance intention to use social media in China: The roles of personality drivers, hedonic value, and utilitarian value. International Journal of Human-Computer Interaction, 35 (13), 1216-1228.
  • Aw, E. C.-X. & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132 (1), 146-157.
  • Banet-Weiser, S. (2012). The politics and ambivalence in a brand culture. New York: New York University Press.
  • Banet-Weiser, S. (2021). Ruptures in authenticity and authentic ruptures: Producing white influencer vulnerability. Technology and Democracy, 1-30.
  • Barbetta, T. (2022). Ghosts of YouTube: Rules and conventions in Japanese YouTube content creation outsourcing. Policy Internet, 14 (3), 633-650.
  • Barta, S., Belanche, D., Fernández, A. & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
  • Belanche, D., Flavián, M. & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ Instagram posts. Spanish Journal of Marketing - ESIC, 24 (1), 37-54.
  • Belli, L., Zingales, N. & Curzi, Y. (2021). Glossary of platform law and policy terms. Brazil: FGV.
  • Boomsocial. (2023). https://www.boomsocial.com/, (Erişim Tarihi: 21.11.2023).
  • Borchers, N. S. (2019). Social media influencers in strategic communication. International Journal of Strategic Communication, 13 (4), 255-260.
  • Borchers, N. S. & Enke, N. (2022). “I've never seen a client say: ‘Tell the influencer not to label this as sponsored’”: An exploration into influencer industry ethics. Public Relations Review, 48 (5), 102235.
  • Casaló, L. V., Flavián, C. & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117 (1), 510-519.
  • Childers, C. C., Lemon, L. L. & Hoy, M. G. (2019). #Sponsored #Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40 (3), 258-274.
  • Childers, C. & Boatwright, B. (2021). Do digital natives recognize digital influence? Generational differences and understanding of social media influencers. Journal of Current Issues & Research in Advertising, 42 (4), 425-442.
  • Cunningham, S. & Craig, D. (2017). Being ‘really real’ on YouTube: authenticity, community and brand culture in social media entertainment. Media International Australia, 164 (1), 71-81.
  • Defy Media. (2016). Acumen report youth video diet. Defy: https://blog.hostalia.com/wp-content/uploads/2017/10/acumen-report-constant-content-defy-media-informe-blog-hostalia-hosting.pdf, (Erişim Tarihi: 04.01.2023).
  • DiResta, R., Grossman, S. & Siegel, A. (2022). In-house vs. outsourced trolls: How digital mercenaries shape state influence strategies. Political Communication, 39 (2), 222-253.
  • Djafarova, E. & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59 (1), 102345.
  • Freitas, L. C. & Filho, R. N. (2022). Aesthetic normalization of gender in the Instagram application: A portrait of the Brazilian woman. Computer Law & Security Review, 47 (1), 105753.
  • Gandini, A. (2016). The reputation economy: Understanding knowledge work in digital society. Berlin: Springer.
  • Hauser, D., Leopold, A., Egger, R., Ganewita, H. & Herrgessell, L. (2022). Aesthetic perception analysis of destination pictures using #beautifuldestinations on Instagram. Journal of Destination Marketing & Management, 24 (1), 100702.
  • Influencer Marketing Hub. (2019). Influencer marketing benchmark report: 2019. Influencer Marketing Hub: https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/, (Erişim Tarihi: 23.12.2022).
  • Jacobson, J., Gruzd, A. & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer Services, 53 (1), 101774.
  • Jin, S. V. & Ryu, E. (2020). “I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55 (1), 102121.
  • Jin, S. V., Muqaddam, A. & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37 (5), 567-579.
  • Jones, G. R. (2010). Organizational theory, design and change. Saddle River: Pearson.
  • Karaçengel, İ. (2022). E-Ticaret’in Lideri Belli Oldu! www.girisimhaberleri.com: https://www.girisimhaberleri.com/e-ticaretin-lideri-belli-oldu/, (Erişim Tarihi: 17.01.2023).
  • Ki, C.-W. (., Cuevas, L. M., Chong, S. M. & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55 (1), 102133.
  • Kim, D. Y. & Kim, H.-Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130 (1), 405-415.
  • Kim, M. & Baek, T. H. (2022). I’ll follow the fun: The extended investment model of social media influencers. Telematics and Informatics, 74 (1), 101881.
  • Ladhari, R., Massa, E. & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54 (1), 102027.
  • Lou, C. & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19 (1), 58-73.
  • Lou, C., Tan, S.-S. & Chen, X. (2019). Investigating consumer engagement with influencer - vs. brand-promoted ads: The roles of source and disclosure. Journal of Interactive Advertising, 19 (3), 169-186.
  • Masuda, H., Han, S. H. & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174 (1), 121246.
  • Mero, J., Vanninen, H. & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108 (1), 79-93.
  • Meske, C., Wilms, K. & Stieglitz, S. (2019). Enterprise social networks as digital infrastructures - understanding the utilitarian value of social media at the workplace. Information Systems Management, 36 (4), 350-367.
  • Pop, R.-A., Săplăcan, Z., Dabija, D.-C. & Alt, M.-A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25 (5), 823-843.
  • Ryan, E. & Linehan, C. (2022). A qualitative exploration into personal psychological agency in Instagram use. Computers in Human Behavior Reports, 6 (1), 100196.
  • Saruhan, Ş. C. & Yıldız, M. L. (2017). Çağdaş yönetim bilimi. İstanbul: Beta Yayınevi.
  • Sezgin, M. & Çetin, H. (2022). Tüketicilerin sosyal medya fenomenlerine hangi ölçütlere göre güvendiğine dair bir araştırma. Uluslararası Ekonomi ve Siyaset Bilimleri Akademik Araştırmalar Dergisi, 6 (4), 90-103.
  • Schouten, A. P., Janssen, L. & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39 (2), 258-281.
  • Sokolova, K. & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53 (1), 101742.
  • Sokolova, K., Kefi, H. & Dutot, V. (2022). Beyond the shallows of physical attractiveness: Perfection and objectifying gaze on Instagram. International Journal of Information Management, 67 (1), 102546.
  • Sundström, M., Hjelm-Lidholm, S. & Radon, A. (2019). Clicking the boredom away – Exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, 47 (1), 150-156.
  • Susilo, D., Putranto, T. D. & Santos, R. R. (2022). The strategy of digital marketing of Bening’s Clinic through Instagram. PRofesi Humas, 7 (1), 109-129.
  • Tafesse, W. & Wood, B. P. (2021). Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58 (1), 102303.
  • Takhar, A., Bebek, G. & Jamal, A. (2021). Activists of themselves: Liminality of Instagram and its role in the ethnic identity construction processes of third generation British Sikhs to their imagined identities. International Journal of Information Management, 102467, https://doi.org/10.1016/j.ijinfomgt.2021.102467.
  • Tam, M. S. (2020a). Sosyal medya etkileyicilerinin kanaat önderliği rolü. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8 (2), 1325-1351.
  • Tam, M. S. (2020b). Takipçiler nezdinde sosyal medya fenomenlerinin kanaat önderliği ölçeği. Iğdır Üniversitesi Sosyal Bilimler Dergisi, 23 (1), 481-502.
  • Veirman, M. D., Cauberghe, V. & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36 (5), 798-828.
  • Yu, J. & Egger, R. (2021). Color and engagement in touristic Instagram pictures: A machine learning approach. Annals of Tourism Research, 89 (1), 103204.
  • Zerfass, A., Verčič, D., Nothhaft, H. & Werder, K. P. (2018). Strategic communication: Defining the field and its contribution to research and practice. International Journal of Strategic Communication, 12 (4), 487-505.
  • Zhu, Y.-Q., Amelina, D. & Yen, D. (2020). Celebrity endorsement and impulsive buying intentions in social commerce - the case of Instagram in Indonesia: Celebrity endorsement. Journal of Electronic Commerce in Organizations, 18 (1), 1-17.

DIŞ KAYNAK KULLANIMI AÇISINDAN INFLUENCER'LARIN GÜCÜ: INSTAGRAM ÖRNEĞİ

Year 2023, Volume: 25 Issue: 2, 499 - 528, 15.06.2023
https://doi.org/10.16953/deusosbil.1247558

Abstract

Gelişen teknolojik imkânlar, firmalara faaliyetlerini dijital ortamlara taşıması için büyük fırsatlar sunmaktadır. Bu fırsatlar firmaların geleneksel pazarlama faaliyetlerinden, dijital pazarlama faaliyetlerine geçiş süreçlerini pozitif yönde etkilemektedir. Özellikle sosyal medya platformları gibi çift yönlü iletişimin çok güçlü olduğu mecralarda, dijital pazarlama faaliyetleri her geçen gün önem kazanmaktadır. Bazı firmalar, bu mecraları kullanan bireylere ulaşabilmek için influencerlarla işbirliği içine girmekte ve dış kaynak kullanımını dijital platformlara da taşımaktadır. Bu noktadan yola çıkarak çalışmanın amacı; “Black Friday, Şahane Cuma, Efsane Kasım, Muhteşem Cuma ve Cyber Monday” gibi kampanyaların yer aldığı kasım ayı boyunca influencerların story ve post paylaşımlarından hareketle firma ve influencer işbirliğini çeşitli yönlerden açıklamaya çalışmaktır. Bu doğrultuda Kasım ayı boyunca düzenli olarak paylaşım yapan 15 influencerın, Instagram hesaplarında takipçileri ile paylaştıkları story ve postlar günlük takip edilmiş ve işbirliği içinde olduğu marka ve ürünler belirlenmiştir. Elde edilen sonuçlar, firmaların ürün ve hizmet tanıtımlarımda influencerlar ile önemli bir işbirliği içerisinde olduğunu, seçilen influencerlar ile ürün ve hizmet özelliklerinin de özenli ve birbiri ile örtüşen içerikler ile sağlandığı görülmektedir.

References

  • AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R. & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31 (3), 355-374.
  • Aragoncillo, L. & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing, 22 (1), 42-62.
  • Ashraf, R. U., Hou, F. & Ahmad, W. (2019). Understanding continuance intention to use social media in China: The roles of personality drivers, hedonic value, and utilitarian value. International Journal of Human-Computer Interaction, 35 (13), 1216-1228.
  • Aw, E. C.-X. & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132 (1), 146-157.
  • Banet-Weiser, S. (2012). The politics and ambivalence in a brand culture. New York: New York University Press.
  • Banet-Weiser, S. (2021). Ruptures in authenticity and authentic ruptures: Producing white influencer vulnerability. Technology and Democracy, 1-30.
  • Barbetta, T. (2022). Ghosts of YouTube: Rules and conventions in Japanese YouTube content creation outsourcing. Policy Internet, 14 (3), 633-650.
  • Barta, S., Belanche, D., Fernández, A. & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
  • Belanche, D., Flavián, M. & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ Instagram posts. Spanish Journal of Marketing - ESIC, 24 (1), 37-54.
  • Belli, L., Zingales, N. & Curzi, Y. (2021). Glossary of platform law and policy terms. Brazil: FGV.
  • Boomsocial. (2023). https://www.boomsocial.com/, (Erişim Tarihi: 21.11.2023).
  • Borchers, N. S. (2019). Social media influencers in strategic communication. International Journal of Strategic Communication, 13 (4), 255-260.
  • Borchers, N. S. & Enke, N. (2022). “I've never seen a client say: ‘Tell the influencer not to label this as sponsored’”: An exploration into influencer industry ethics. Public Relations Review, 48 (5), 102235.
  • Casaló, L. V., Flavián, C. & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117 (1), 510-519.
  • Childers, C. C., Lemon, L. L. & Hoy, M. G. (2019). #Sponsored #Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40 (3), 258-274.
  • Childers, C. & Boatwright, B. (2021). Do digital natives recognize digital influence? Generational differences and understanding of social media influencers. Journal of Current Issues & Research in Advertising, 42 (4), 425-442.
  • Cunningham, S. & Craig, D. (2017). Being ‘really real’ on YouTube: authenticity, community and brand culture in social media entertainment. Media International Australia, 164 (1), 71-81.
  • Defy Media. (2016). Acumen report youth video diet. Defy: https://blog.hostalia.com/wp-content/uploads/2017/10/acumen-report-constant-content-defy-media-informe-blog-hostalia-hosting.pdf, (Erişim Tarihi: 04.01.2023).
  • DiResta, R., Grossman, S. & Siegel, A. (2022). In-house vs. outsourced trolls: How digital mercenaries shape state influence strategies. Political Communication, 39 (2), 222-253.
  • Djafarova, E. & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59 (1), 102345.
  • Freitas, L. C. & Filho, R. N. (2022). Aesthetic normalization of gender in the Instagram application: A portrait of the Brazilian woman. Computer Law & Security Review, 47 (1), 105753.
  • Gandini, A. (2016). The reputation economy: Understanding knowledge work in digital society. Berlin: Springer.
  • Hauser, D., Leopold, A., Egger, R., Ganewita, H. & Herrgessell, L. (2022). Aesthetic perception analysis of destination pictures using #beautifuldestinations on Instagram. Journal of Destination Marketing & Management, 24 (1), 100702.
  • Influencer Marketing Hub. (2019). Influencer marketing benchmark report: 2019. Influencer Marketing Hub: https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/, (Erişim Tarihi: 23.12.2022).
  • Jacobson, J., Gruzd, A. & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer Services, 53 (1), 101774.
  • Jin, S. V. & Ryu, E. (2020). “I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55 (1), 102121.
  • Jin, S. V., Muqaddam, A. & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37 (5), 567-579.
  • Jones, G. R. (2010). Organizational theory, design and change. Saddle River: Pearson.
  • Karaçengel, İ. (2022). E-Ticaret’in Lideri Belli Oldu! www.girisimhaberleri.com: https://www.girisimhaberleri.com/e-ticaretin-lideri-belli-oldu/, (Erişim Tarihi: 17.01.2023).
  • Ki, C.-W. (., Cuevas, L. M., Chong, S. M. & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55 (1), 102133.
  • Kim, D. Y. & Kim, H.-Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130 (1), 405-415.
  • Kim, M. & Baek, T. H. (2022). I’ll follow the fun: The extended investment model of social media influencers. Telematics and Informatics, 74 (1), 101881.
  • Ladhari, R., Massa, E. & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54 (1), 102027.
  • Lou, C. & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19 (1), 58-73.
  • Lou, C., Tan, S.-S. & Chen, X. (2019). Investigating consumer engagement with influencer - vs. brand-promoted ads: The roles of source and disclosure. Journal of Interactive Advertising, 19 (3), 169-186.
  • Masuda, H., Han, S. H. & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174 (1), 121246.
  • Mero, J., Vanninen, H. & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108 (1), 79-93.
  • Meske, C., Wilms, K. & Stieglitz, S. (2019). Enterprise social networks as digital infrastructures - understanding the utilitarian value of social media at the workplace. Information Systems Management, 36 (4), 350-367.
  • Pop, R.-A., Săplăcan, Z., Dabija, D.-C. & Alt, M.-A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25 (5), 823-843.
  • Ryan, E. & Linehan, C. (2022). A qualitative exploration into personal psychological agency in Instagram use. Computers in Human Behavior Reports, 6 (1), 100196.
  • Saruhan, Ş. C. & Yıldız, M. L. (2017). Çağdaş yönetim bilimi. İstanbul: Beta Yayınevi.
  • Sezgin, M. & Çetin, H. (2022). Tüketicilerin sosyal medya fenomenlerine hangi ölçütlere göre güvendiğine dair bir araştırma. Uluslararası Ekonomi ve Siyaset Bilimleri Akademik Araştırmalar Dergisi, 6 (4), 90-103.
  • Schouten, A. P., Janssen, L. & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39 (2), 258-281.
  • Sokolova, K. & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53 (1), 101742.
  • Sokolova, K., Kefi, H. & Dutot, V. (2022). Beyond the shallows of physical attractiveness: Perfection and objectifying gaze on Instagram. International Journal of Information Management, 67 (1), 102546.
  • Sundström, M., Hjelm-Lidholm, S. & Radon, A. (2019). Clicking the boredom away – Exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, 47 (1), 150-156.
  • Susilo, D., Putranto, T. D. & Santos, R. R. (2022). The strategy of digital marketing of Bening’s Clinic through Instagram. PRofesi Humas, 7 (1), 109-129.
  • Tafesse, W. & Wood, B. P. (2021). Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58 (1), 102303.
  • Takhar, A., Bebek, G. & Jamal, A. (2021). Activists of themselves: Liminality of Instagram and its role in the ethnic identity construction processes of third generation British Sikhs to their imagined identities. International Journal of Information Management, 102467, https://doi.org/10.1016/j.ijinfomgt.2021.102467.
  • Tam, M. S. (2020a). Sosyal medya etkileyicilerinin kanaat önderliği rolü. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8 (2), 1325-1351.
  • Tam, M. S. (2020b). Takipçiler nezdinde sosyal medya fenomenlerinin kanaat önderliği ölçeği. Iğdır Üniversitesi Sosyal Bilimler Dergisi, 23 (1), 481-502.
  • Veirman, M. D., Cauberghe, V. & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36 (5), 798-828.
  • Yu, J. & Egger, R. (2021). Color and engagement in touristic Instagram pictures: A machine learning approach. Annals of Tourism Research, 89 (1), 103204.
  • Zerfass, A., Verčič, D., Nothhaft, H. & Werder, K. P. (2018). Strategic communication: Defining the field and its contribution to research and practice. International Journal of Strategic Communication, 12 (4), 487-505.
  • Zhu, Y.-Q., Amelina, D. & Yen, D. (2020). Celebrity endorsement and impulsive buying intentions in social commerce - the case of Instagram in Indonesia: Celebrity endorsement. Journal of Electronic Commerce in Organizations, 18 (1), 1-17.
There are 55 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Feride Bal 0000-0003-4641-6151

Emrah Sıtkı Yılmaz 0000-0003-2741-4222

Publication Date June 15, 2023
Submission Date February 4, 2023
Published in Issue Year 2023 Volume: 25 Issue: 2

Cite

APA Bal, F., & Yılmaz, E. S. (2023). DIŞ KAYNAK KULLANIMI AÇISINDAN INFLUENCER’LARIN GÜCÜ: INSTAGRAM ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 25(2), 499-528. https://doi.org/10.16953/deusosbil.1247558