Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Yazarlar: Gülşah GÖNÜLŞEN

Konular:Sosyal

Anahtar Kelimeler:Influencer marketing,Brand image,Brand Perception,Social media

Özet: Social media offers a platform where brands have the opportunity to present their products and interact with their target community as well as increasing the competitiveness among the brands. Social media strategies have great importance in stepping forward in the competitive arena and creating positive brand image on the targeted community. Influencer marketing strategy has become one of the most preferred marketing strategies in social media. Realizing the potential of social media users’ impact on millions of other users, brands turn to these popular users and request promotion of their brands or products. This study aims to examine whether the influencer marketing strategies adopted by Foreo Turkey have an impact on consumers’ positive brand perception. For this aim, the study is divided into two parts. The first part is dedicated to the detailed content analysis of Foreo Turkey’s instagram account and how the brand implemented the marketing strategy. In the second part ten people selected by convenience sampling method and interviewed in depth. The results show that influencer marketing strategies have favourible impact in creating positive brand image however certain strategic faults can damage this image. Some suggestions on the improvement of marketing strategies are highlighted in the conclusion.

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