Gıda takviyesi markalarının sosyal medya kullanımlarına dair bir inceleme
Küçük Resim Yok
Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Reklamcılık, tarih öncesine kadar uzanan köklü bir alandır. Bu yapı, ilk ortaya çıkışından bu yana büyük ilerleme ve gelişim sağlamıştır. Reklamcılığın ilk zamanlarında, tamamen ilkel reklamlar yayınlanmaktaydı. Günümüzde ise gazeteler, dergiler ve el ilanlarının yanı sıra teknolojik aletler olan radyolar, televizyonlar, tabletler ve telefon gibi birçok reklama maruz kaldığımız platformlar oluşmuştur. Sosyal medyanın hayatımıza girmesiyle birlikte markalar ve reklamcılar için çok büyük yeni bir pazar oluşmuştur. Haliyle sosyal medya, geleneksel medyayla benzer ve farklı olarak kendi reklam strateji parametrelerini belirlemiştir. Gıda takviyeleri dünyada olduğu gibi ülkemizde de popülerleşmiştir. Sayıları her gün artmakta olan gıda takviyesi markaları, hedef kitlelerine ulaşmak adına yaygın bir şekilde sosyal medyayı da tercih etmektedirler. Bu çalışmanın amacı, Supplementler, Protein Ocean, Hardline, Weider Nutrition ve Optimum Nutrition markalarının altı aylık Instagram gönderilerini içerik analizi yöntemiyle inceleyerek, bu markaların sosyal medya kullanımına dair eğilimlerini ortaya koymaktır. Sekiz başlık altında yapılan analiz sonucunda, markaların sosyal medya paylaşımlarında benzerlik gösteren ve farklılaşan yönleri belirlenmiştir. Elde edilen bulgular, gönderi türlerinin doğruluğunu ya da yanlışlığını sorgulamak amacıyla değil; sektördeki diğer markalara sosyal medya stratejileri konusunda yol gösterici olabilecek fikirler sunmak amacıyla değerlendirilmiştir. Anahtar Sözcükler: Gıda Takviyesi, Marka Algısı, Dijital Pazarlama, Online Marka Yönetimi
Advertising is a well-established field that dates back to prehistoric times. Since its inception, it has undergone significant progress and development. In its early stages, advertising consisted entirely of rudimentary promotions. Today, in addition to newspapers, magazines, and flyers, there are numerous platforms exposing audiences to advertisements, including technological devices such as radios, televisions, tablets, and smartphones. With the advent of social media, a vast new market has emerged for brands and advertisers. Consequently, social media has established its own advertising strategy parameters, which both resemble and differ from those of traditional media. Dietary supplements have gained popularity worldwide as well as in our country. The number of dietary supplement brands is increasing daily, and these brands widely utilize social media to reach their target audiences. The purpose of this study is to reveal the tendencies of Supplementler, Protein Ocean, Hardline, Weider Nutrition, and Optimum Nutrition regarding their use of social media by conducting a content analysis of their Instagram posts over a six-month period. As a result of the analysis conducted under eight categories, similarities and differences in the brands' social media posts were identified. The findings were evaluated not to question the accuracy or inaccuracy of the types of posts but to provide insights that could guide other brands in the industry regarding social media strategies. Key Words: Dietary supplement, brand perception, digital marketing, online brand management
Advertising is a well-established field that dates back to prehistoric times. Since its inception, it has undergone significant progress and development. In its early stages, advertising consisted entirely of rudimentary promotions. Today, in addition to newspapers, magazines, and flyers, there are numerous platforms exposing audiences to advertisements, including technological devices such as radios, televisions, tablets, and smartphones. With the advent of social media, a vast new market has emerged for brands and advertisers. Consequently, social media has established its own advertising strategy parameters, which both resemble and differ from those of traditional media. Dietary supplements have gained popularity worldwide as well as in our country. The number of dietary supplement brands is increasing daily, and these brands widely utilize social media to reach their target audiences. The purpose of this study is to reveal the tendencies of Supplementler, Protein Ocean, Hardline, Weider Nutrition, and Optimum Nutrition regarding their use of social media by conducting a content analysis of their Instagram posts over a six-month period. As a result of the analysis conducted under eight categories, similarities and differences in the brands' social media posts were identified. The findings were evaluated not to question the accuracy or inaccuracy of the types of posts but to provide insights that could guide other brands in the industry regarding social media strategies. Key Words: Dietary supplement, brand perception, digital marketing, online brand management
Açıklama
Anahtar Kelimeler
İletişim Bilimleri, Communication Sciences
