{"id":393,"date":"2017-05-09T13:50:40","date_gmt":"2017-05-09T13:50:40","guid":{"rendered":"http:\/\/yenimedya.aydin.edu.tr\/?page_id=393"},"modified":"2017-05-18T10:38:35","modified_gmt":"2017-05-18T10:38:35","slug":"ejnm_v01i2105","status":"publish","type":"page","link":"https:\/\/yenimedya.aydin.edu.tr\/tr\/ejnm_v01i2105\/","title":{"rendered":"ejnm_v01i2105"},"content":{"rendered":"

SOSYAL MEDYANIN EKONOM\u0130 POL\u0130T\u0130\u011e\u0130 BA\u011eLAMINDA INSTAGRAM\u2019IN \u0130NCELENMES\u0130<\/strong><\/p>\n

Seda Akag\u00fcn YOZKAT<\/p>\n

\u00d6Z<\/strong><\/p>\n

Bu \u00e7al\u0131\u015fman\u0131n amac\u0131, sosyal medyada etkin isimlerin yapt\u0131klar\u0131 payla\u015f\u0131mlar\u0131n, t\u00fcketicilerin sat\u0131n alma kararlar\u0131na nas\u0131l etki etti\u011fini ara\u015ft\u0131rmakt\u0131r. Bu \u00e7al\u0131\u015fmada yeni medya kuram\u0131 \u00e7er\u00e7evesinde \u00f6ncelikle Web 2.0 olgusu incelenmi\u015ftir, ard\u0131ndan sosyal medyan\u0131n tan\u0131m\u0131 ve hayat\u0131m\u0131zdaki artan etkileri etki kuram\u0131 dahilinde incelemeye al\u0131nm\u0131\u015ft\u0131r. Tarihsel olarak t\u00fcketicilerin perakende sat\u0131n alma davran\u0131\u015flar\u0131 ve karar verme mekanizmalar\u0131 incelendikten sonra, sosyal medyan\u0131n bu al\u0131\u015fkanl\u0131klar\u0131 nas\u0131l de\u011fi\u015ftirdi\u011fi ve bu etkilenmenin farkl\u0131 jenerasyonlarda nas\u0131l farkl\u0131l\u0131klar g\u00f6sterdi\u011fi irdelenmi\u015ftir. D\u00fcnyada ve T\u00fcrkiye\u2019de sosyal medyay\u0131 etkin olarak kullanan ki\u015filerden \u00f6rneklem alarak, bu etkin ki\u015filerin yapt\u0131\u011f\u0131 payla\u015f\u0131mlar\u0131n t\u00fcketicileri nas\u0131l do\u011frudan etkiledi\u011fi ve perakende \u015firketlerinin bu etkin isimleri nas\u0131l kulland\u0131klar\u0131 bu \u00e7al\u0131\u015fmada yer almaktad\u0131r.<\/p>\n

Anahtar Kelimeler: <\/em><\/strong>s<\/em>osyal medya, web 2.0, pazarlama, sat\u0131n alma, Instagram<\/em><\/p>\n

\u00a0<\/strong><\/p>\n

AN INSTAGRAM STUDY IN THE CONTEXT OF ECONOMY POLITICS OF SOCIAL MEDIA<\/strong><\/p>\n

ABSTRACT<\/strong><\/p>\n

The purpose of this study is to analyze how the active social media influencers affect consumers’ purchasing decisions with their posts. Firstly, in the framework of new media theory, Web 2.0 concept is examined then the definition of social media and the increasing effects in our lives are examined. After examining consumer buying behaviors and decision making mechanisms before social media era, how social media changes these habits and how these influences differ in different generations have been addressed. By taking a close look at two social media influencers who use social media actively in the world and in Turkey, how the sharing of these active people directly affect the consumers and how the retail companies use these effective names for their own purpose have been studied.<\/p>\n

Keywords: <\/em><\/strong>s<\/em>ocial media, web 2.0, marketing, purchasing, Instagram<\/em><\/p>\n

 <\/p>\n

TAM MET\u0130N
\n<\/strong><\/p>\n

PDF<\/a><\/p>\n

KAYNAKLAR<\/strong><\/p>\n

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Aziz, Aysel. (2015). Sosyal Bilimlerde Ara\u015ft\u0131rma Y\u00f6ntemleri ve Teknikleri. \u0130stanbul: Nobel Akademik Yay\u0131nc\u0131l\u0131k.<\/em><\/p>\n

Erdo\u011fan, \u0130rfan ve Korkmaz Alemdar. (2005). \u00d6teki Kuram. Ankara: Erk Yay\u0131nevi.<\/em><\/p>\n

Fuchs, Christian. (2014). Social Media A Critical Introduction. Londra: Sage Publications.<\/em><\/p>\n

Geray, Haluk. (2004). \u0130leti\u015fim Alan\u0131ndan \u00d6rneklerle Toplumsal Ara\u015ft\u0131rmalarda Nicel ve Nitel Y\u00f6ntemlere Giri\u015f. Ankara: Siyasal Kitabevi.<\/em><\/p>\n

Laughey, Dan. (2010). Medya \u00c7al\u0131\u015fmalar\u0131. \u0130stanbul: Kalkedon Yay\u0131nevi.<\/em><\/p>\n

Mattelart, Armand ve Michele. (2016). \u0130leti\u015fim Kuramlar\u0131 Tarihi. \u0130stanbul: \u0130leti\u015fim Yay\u0131nc\u0131l\u0131k.<\/em><\/p>\n

Timisi, Nil\u00fcfer. (2016). Dijital Kavramlar, Olanaklar, Deneyimler. \u0130stanbul: Kalkedon Yay\u0131nevi.<\/em><\/p>\n

Yaylag\u00fcl, Levent. (2016). Kitle \u0130leti\u015fim Kuramlar\u0131. Ankara: Dipnot Yay\u0131nevi.<\/em><\/p>\n

Yengin, Deniz. (2015). Yeni Medya ve Dokunmatik Toplum. \u0130stanbul: Derin Yay\u0131nlar\u0131.<\/em><\/p>\n

Y\u00fcksel, Erkan vd., (2013). \u0130leti\u015fim Kuramlar\u0131. Eski\u015fehir: Anadolu \u00dcniversitesi Yay\u0131nlar\u0131.<\/em><\/p>\n

Url1. <\/em>https:\/\/www.instagram.com\/evachen212\/<\/a><\/p>\n

Url2. <\/em>https:\/\/www.instagram.com\/buseterim\/<\/a><\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

SOSYAL MEDYANIN EKONOM\u0130 POL\u0130T\u0130\u011e\u0130 BA\u011eLAMINDA INSTAGRAM\u2019IN \u0130NCELENMES\u0130 Seda Akag\u00fcn YOZKAT \u00d6Z Bu \u00e7al\u0131\u015fman\u0131n amac\u0131, sosyal medyada etkin isimlerin yapt\u0131klar\u0131 payla\u015f\u0131mlar\u0131n, t\u00fcketicilerin sat\u0131n alma kararlar\u0131na nas\u0131l etki etti\u011fini… <\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-393","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/393"}],"collection":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/comments?post=393"}],"version-history":[{"count":8,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/393\/revisions"}],"predecessor-version":[{"id":543,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/393\/revisions\/543"}],"wp:attachment":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/media?parent=393"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}