Lüks marka iletişiminde sosyal medya kullanımı: Moda markalarının Instagram ve Facebook kullanımı üzerine bir araştırma
Küçük Resim Yok
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde her geçen gün kullanımı artan sosyal medya platformları, ortaya çıktığı andan itibaren pek çok sektörde köklü değişiklere yol açmıştır. Buna bağlı olarak sosyal medya artık markalar için bir reklam aracı haline gelmiştir. Bu değişimle birlikte geleneksel reklam stratejileri yerini yeni akımlara bırakmış ve bu yeni dönemde markalar müşterilerle ilişkilerini yeniden oluşturmuştur. Gerek ürün ve müşteri profili ile gerek reklam stratejileri ile sektördeki diğer markalardan kendilerini farklı bir alanda konumlandıran lüks markalar, sosyal medya kullanımında çeşitli stratejiler belirlemiştir. Bu çalışmada lüks ve lüks marka kavramı, lüks markaların sosyal medya kullanımlarına dair araştırmalar yapılmıştır. Çalışmada, lüks markalar olan Louis Vuitton, Chanel, Hermes ve Gucci markaları ele alınmış olup sosyal medya hesapları nitel araştırma yöntemlerinden içerik analiz yöntemi kullanılarak incelenmiştir. Lüks markaların sosyal medya platformlarındaki takipçi sayıları, içerik paylaşım sıklığı, özel gün paylaşımları ve verdikleri mesaj, sosyal sorumluluk projelerine destekleri, en çok kullandıkları mention lar ve (@) hashtag ler (#) ayrı birer soru olarak araştırmada sorulmuş ve değerlendirilmiştir. Bu çalışma ile markaların sosyal medya hesaplarını doğru ve başarılı bir şekilde yönetmelerinin önemi ortaya konarak marka stratejilerinin sosyal medya aracılığıyla uygulanabilirliği irdelenmiştir.
Social media platforms whose usage is increasing day by day have led to dramatic changes in many sectors since their emergence. Therefore, social media has turned into an advertising platform for brands. Along with this change, conventional advertising strategies have been replaced by new trends and brands have begun to establish new relations with customers in this new era. Luxury brands that have positioned themselves in a different area than other brands in their sector with their product and customer profile and advertising strategies have developed various strategies while using social media. In this study, researchers have been conducted concerning luxury and luxury brand concept, the social media usage of luxury brands. Moreover, some luxury brands such as Louis Vuitton, Chanel, Hermes and Gucci were approached and their social media accounts were examined by being used method of analysis, one of the qualitative research methods. The numbers of followers of luxury brands in social media platforms, their content sharing frequency, special day posts, and their message, their support for social responsibility projects, their most-used mentions @ and hashtags # have been asked and evaluated in this research as separate questions. In this study, the significance of correct and successful management of social media accounts of brands has been revealed and the applicability of brand strategies through social media has been examined.
Social media platforms whose usage is increasing day by day have led to dramatic changes in many sectors since their emergence. Therefore, social media has turned into an advertising platform for brands. Along with this change, conventional advertising strategies have been replaced by new trends and brands have begun to establish new relations with customers in this new era. Luxury brands that have positioned themselves in a different area than other brands in their sector with their product and customer profile and advertising strategies have developed various strategies while using social media. In this study, researchers have been conducted concerning luxury and luxury brand concept, the social media usage of luxury brands. Moreover, some luxury brands such as Louis Vuitton, Chanel, Hermes and Gucci were approached and their social media accounts were examined by being used method of analysis, one of the qualitative research methods. The numbers of followers of luxury brands in social media platforms, their content sharing frequency, special day posts, and their message, their support for social responsibility projects, their most-used mentions @ and hashtags # have been asked and evaluated in this research as separate questions. In this study, the significance of correct and successful management of social media accounts of brands has been revealed and the applicability of brand strategies through social media has been examined.
Açıklama
Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Reklamcılık Ana Bilim Dalı
Anahtar Kelimeler
Reklamcılık, Advertising
