Fenomen Annelerin Fenomen Pazarlaması Kapsamında Yaptıkları Paylaşımlar Üzerine Bir İçerik Analizi
A Content Analysis on Phenomenon Moms’ Sharings within the Scope of Influencer Marketing

Summary/Abstract: All areas of life have been started to keep in step with developments according to improvements of djitilization. One of the areas which develop according to dijitilization is marketing. Marketers find out different things with the process of traditional methods to dijital world and marketing techniques have been began to reformulate. In this context, relationships of marketers and consumers transmit to other size. Social media tools like Facebook, Twitter, Youtube and Instagram are used as a new marketing tool. Influencer marketing has been developed in compliance with these new social media platforms. Purpose: The purpose of study to take hand Instagram accounts of influencer moms deeply with regard to their sharings about products and brands. Methodology: Accounts of ınfluencer moms was investigated according to their follower numbers and their sharings was analyzed with formalized ten categories through content analysis. Findings: Numbers of followers of these mothers accounts’ are higher and their sharings were evaluated dissimilarities and similarities according to sharing numbers, intensity, sharing times of contents, comments about sharings, and which things take place in sharing contents Orijinality: Particularly, Instagram,has came into prominence as a social media tool in recent years. Many people who try to become influencer and cooperate with brands. They manipulate their followers to buy brands. They are like a bridge between brands and consumer groups.In this context, it is needed researchers about influencer marketing.This study provide contribution about influencer moms who are effecitve communication with consumer groups about products and brands and this study has the characteristics from this point of view.

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