DİJİTAL PAZARLAMA SOSYAL MEDYA FENOMENLERİNDE SPONSORLUĞUN DURUMU
STATUS OF SPONSORSHIP IN DIGITAL MARKETING SOCIAL MEDIA PHENOMENA

Summary/Abstract: Today, technology has succeeded in accelerating human life as well as facilitating it. The transformation of an electronic device into an area where consumers meet their demands and needs by using the internet has revealed digital marketing. Social media platforms, which are the areas where individuals interact by interacting and producing content, have produced phenomena in themselves. The internet has given scientists and their followers a significant influence in certain areas, and as a result, some business owners choose to become sponsors in order to promote their products and services. Businesses that have made their promotions as a result of donations in kind or in cash now put their sponsorship activities among their marketing preferences. The aim of this study is to investigate the attitudes and behaviors of social media users towards sponsored content, as well as their perceptions of transparency and reliabilty in social media sponsorships. In order to achieve this aim, data was tried to be obtained by applying the created questionnaire form face to face and Google form. The statistical software SPSS was used to analyze the data using t-tests and Anova tests. The study's hypotheses were evaluated and tested. Therefore, valuable information has been obtained about businesses that want to use social media sponsorships as a part of their digital marketing strategies and the marketing methods they use. The study's conclusion suggests that sponsorship can provide advantages in utilizing the actions of influencers and content creators for marketing, while emphasizing the significance of transparency and credibility in content.

• Details
• Contents