The Role of Social Media in Advertising: An Examination of Instagram

Creative Commons License

KIYAN Z., DİKMEN E. Ş.

ILEF DERGISI, cilt.6, sa.1, ss.121-146, 2019 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 6 Sayı: 1
  • Basım Tarihi: 2019
  • Doi Numarası: 10.24955/ilef.554036
  • Dergi Adı: ILEF DERGISI
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.121-146
  • Anahtar Kelimeler: Social media, Instagram, advertising, celebrities, advertising strategies, CELEBRITY ENDORSEMENTS, BRAND, ADVERTISEMENTS, CONSUMER, ATTITUDES, INTENTION, IMPACT
  • Ankara Üniversitesi Adresli: Evet

Özet

Social media has been one of the most prominent advertising platforms, and popular social network sites such as Facebook or Instagram provide different ways to advertise brands. This study aims to explore what kind of advertising strategies are implemented on social media by focusing on celebrity endorsers on Instagram. The current study also examines the reaction of Instagram users to the images shared by celebrities. A total of 2.505 Instagram images were analysed using quantitative and qualitative content techniques. The quantitative data was collected from 10 Instagram accounts of celebrity endorsers who were the biggest earners on the platform in 2017. Analysis of the data has revealed that celebrity endorsers use two main strategies to advertise brands on Instagram: Overt and covert advertising techniques. Using these techniques, celebrity endorsers also implement different strategies to promote brands. Analysis of the data has also discovered that Instagram images that contain promotional materials or branded products do not have a substantial impact on the liking practices of Instagram users.