SOSYAL MEDYANIN TÜKETİM KÜLTÜRÜNE ETKİSİ: INSTAGRAM ÖRNEĞİ
THE EFFECT OF SOCIAL MEDIA ON CONSUMPTION CULTURE: INSTAGRAM EXAMPLE

Summary/Abstract: Many people now spend the majority of their time on social media platforms thanks to the growth of new media. When promoting their products, manufacturers who are aware of this benefit from social media platforms as well. Nowadays, companies that use social media to promote their products frequently use the platforms' wellknown brands. In order to impact the audience they serve and hasten the consumption of their products, they are being promoted by well-known figures who have a sizable following on that platform. The Instagram platform, one of the ones that has the biggest impact on the social media consumption culture, is explored in this study. The two individuals who make up the sample, Sükran Kaymak and Atakan Ozyurt, are among the top twenty Instagram phenomena in terms of followers. The study's goal is to identify the strategies used by well-known figures on social media platforms to shape consumer culture and the results of such strategies. The semiotics method was employed in the study because it enables one to concentrate on the meanings of visual contents. The study's findings indicate that the exceptional names in the sample consistently convey favorable messages to consumers about the products they represent through their body language and facial emotions. The goal of realizing this encouraging message notification was to positively impact consumption. The study is crucial for spreading awareness about the emergence of a consumer culture.

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