Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi

Sinem EYİCE BASEV (İstanbul Gelişim Üniversitesi, Uygulamalı Bilimler Fakültesi, Halkla ilişkiler ve Reklamcılık Bölümü, İstanbul, Türkiye)
Akdeniz İletişim
5 2
Yıl: 2021 Cilt: 0 Sayı: 36 Sayfa Aralığı: 457 - 482 Metin Dili: Türkçe DOI: 10.31123/akil.988904 İndeks Tarihi: 29-07-2022

Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi

Öz:
Mobil internetteki hızlı gelişmelerle birlikte sosyal medya platformlarının mobil uygulamalarını kullanan kişi sayısı gün geçtikçe artmaktadır. En bilinen sosyal medya ürünleri arasında anlık mesajlaşma hizmeti veren Facebook, mikroblog hizmeti veren Twitter ve anlık fotoğraf paylaşma hizmeti veren Instagram örnek olarak gösterilebilir. Yeni dünya sistemi olarak da adlandırılan günümüz dijital çağında kullanıcıların bıraktıkları dijital ayak izleri sosyal medya iletişimlerini, tutumlarını, deneyimlerini ve değerlerini anlamada oldukça önemli araştırma verileridir. Bu bağlamdan yola çıkılarak araştırmanın amacı, yeni dünya sisteminde sosyal medya pazarlamasının platformlarından biri olan Instagram’ın organik ürün tercihi örneği kapsamında ele alınmasına ilişkin katılımcı görüşlerinin incelenmesidir. Araştırmanın amacına yönelik olarak, nitel araştırma yöntemlerinden durum çalışması kullanılmıştır. Araştırmanın çalışma grubu 29 yaş ve üstü gönüllü 18 katılımcıdan oluşmuştur. Araştırmanın çalışma grubunu oluşturan katılımcılarla COVID-19 pandemisi nedeniyle görüşmeler Google Meet üzerinden yapılmıştır. Araştırmanın veri toplama aracı olarak çalışma grubunun demografik özelliklerini belirlemeye yönelik 3 sorudan ve sosyal medya pazarlamasının platformlarından biri olan Instagram’ın organik ürün tercihlerinin belirlenmesine yönelik 19 yarı yapılandırılmış açık uçlu sorudan oluşan görüşme formu kullanılmıştır. Veriler MAXQDA 2018 Programı ile betimsel analiz tekniği kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre güvenin tüketiciler için önemli olduğu ve katılımcıların çoğunluğu için Instagram üzerinden organik ürün satın almayı güvenilir bulmaması dikkat çekmektedir.
Anahtar Kelime: Sosyal Medya Pazarlması Yeni Dünya Sistemi Instagram Sosyal Medya Organik Ürün Tercihi

Social Media Marketing in the New World System: Organic Product Preference from Instagram

Öz:
The number of people utilizing social networking apps on mobile devices is increasing daily. Some of the most well- known social media products are Facebook’s instant messaging, Twitter’s microblogging, and Instagram’s instant messaging. Using user-generated digital footprints can help researchers better comprehend the new global system’s social media communications, behaviors, experiences, and values. In this context, the study’s goal is to examine how Instagram, one of the new world system’s social media sites, is used in relation to organic product selection. This study used a case study as a qualitative research method. The study group comprised of 18 adults aged 29 or older. Due to the COVID-19 epidemic, it was done via Google Meet. The study used an interview form with 3 questions to assess the research working group’s demographics and 19 semi-structured open-ended questions to determine Instagram’s organic product preferences. The MAXQDA 2018 Program used descriptive analysis to analyze the data. According to the results of the research, it is noteworthy that trust is vital for consumers and that majority of the participants do not think it reliable to buy organic items on Instagram.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA eyice başev s (2021). Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. , 457 - 482. 10.31123/akil.988904
Chicago eyice başev sinem Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. (2021): 457 - 482. 10.31123/akil.988904
MLA eyice başev sinem Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. , 2021, ss.457 - 482. 10.31123/akil.988904
AMA eyice başev s Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. . 2021; 457 - 482. 10.31123/akil.988904
Vancouver eyice başev s Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. . 2021; 457 - 482. 10.31123/akil.988904
IEEE eyice başev s "Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi." , ss.457 - 482, 2021. 10.31123/akil.988904
ISNAD eyice başev, sinem. "Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi". (2021), 457-482. https://doi.org/10.31123/akil.988904
APA eyice başev s (2021). Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. Akdeniz İletişim, 0(36), 457 - 482. 10.31123/akil.988904
Chicago eyice başev sinem Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. Akdeniz İletişim 0, no.36 (2021): 457 - 482. 10.31123/akil.988904
MLA eyice başev sinem Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. Akdeniz İletişim, vol.0, no.36, 2021, ss.457 - 482. 10.31123/akil.988904
AMA eyice başev s Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. Akdeniz İletişim. 2021; 0(36): 457 - 482. 10.31123/akil.988904
Vancouver eyice başev s Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi. Akdeniz İletişim. 2021; 0(36): 457 - 482. 10.31123/akil.988904
IEEE eyice başev s "Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi." Akdeniz İletişim, 0, ss.457 - 482, 2021. 10.31123/akil.988904
ISNAD eyice başev, sinem. "Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi". Akdeniz İletişim 36 (2021), 457-482. https://doi.org/10.31123/akil.988904
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