Influencer versus celebrity endorser performance on Instagram

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dc.contributor.authorZeren, D.
dc.contributor.authorGökdağlı, Nilüfer
dc.date.accessioned2022-03-23T05:51:56Z
dc.date.available2022-03-23T05:51:56Z
dc.date.issued2020en_US
dc.departmentİstinye Üniversitesi, İktisadi, İdari ve Sosyal Bilimler Fakültesi, İşletme Bölümüen_US
dc.description.abstractWith the evolution of technology, social network sites become a new medium for consumers and marketing professionals. Instagram is one of the fastest growing mediums since it allows marketing practitioners to interact with their audience by capturing and sharing photographs and videos to build a relationship and also has a great potential of online shopping. Instagram offers not only a new medium or e-shopping platform but also offers new ways of celebrity endorsements. Thousands or even millions of people follow not only traditional celebrities like actors, singer, etc. but also accounts of normal everyday people, called as influencers on these social media platforms like Instagram. The purpose of this paper is to examine how brands utilize influencers and celebrities for building and maintaining relationships with various publics on Instagram. This paper presents the results of a content analysis that examined the use of brands by Turkish influencers and celebrities on Instagram. Brands appearing on ten influencers’ and ten celebrities’ Instagram pages, during the first 5 months of 2019, were examined using a criteria set to make comparisons. The results of this research can be used as a starting point by brands targeting Turkish audience for determining marketing strategies on Instagram. © 2020, Springer Nature Switzerland AG.en_US
dc.identifier.citationZeren, D., & Gökdağlı, N. (2020). Influencer versus celebrity endorser performance on instagram. Paper presented at the Springer Proceedings in Business and Economics, 695-704. doi:10.1007/978-3-030-36126-6_77 Retrieved from www.scopus.comen_US
dc.identifier.doi10.1007/978-3-030-36126-6_77en_US
dc.identifier.endpage704en_US
dc.identifier.issn2198-7246en_US
dc.identifier.scopus2-s2.0-85126089914en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage695en_US
dc.identifier.urihttps://doi.org/10.1007/978-3-030-36126-6_77
dc.identifier.urihttps://hdl.handle.net/20.500.12713/2567
dc.indekslendigikaynakScopusen_US
dc.institutionauthorGökdağlı, Nilüfer
dc.language.isoenen_US
dc.publisherSpringer Science and Business Media B.V.en_US
dc.relation.ec978-303036125-9
dc.relation.ispartofSpringer Proceedings in Business and Economicsen_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectBrand Endorsementen_US
dc.subjectCelebrity Endorsementen_US
dc.subjectContent Analysisen_US
dc.subjectInfluencer Marketingen_US
dc.subjectInstagramen_US
dc.subjectSocial Mediaen_US
dc.titleInfluencer versus celebrity endorser performance on Instagramen_US
dc.typeConference Objecten_US

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