Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Yazarlar: Esra BÜDÜN AYDIN

Konular:Sosyal

Anahtar Kelimeler:Sensory Branding,Image,Semiotics,Instagram.,Sensory Branding,Image,Semiotics,Instagram.

Özet: In today’s competitive environment, brands have undertaken various marketing efforts to make a difference in their communication strategies. One of these efforts is the sensory branding strategy. Consumers’ perceptions through the senses of sight, hearing, smell, touch and taste are highly effective factors in guiding attitudes and behaviors. Social media has become a very important marketing medium of the new era in terms of adapting to changing consumer needs due to the number of users and its widespread effect. In the study, a research was carried out on how the visual materials used by the Torku brand, which operates in the food sector in Turkey, on Instagram through sensory inputs reflect the visual image. Research shows that Instagram is the second platform in the number of users in Turkey as of January 2020. In this respect, how the Torku brand reflects the content for its visual image in Instagram has been analyzed with the semiotic analysis method pioneered by Saussure and Peirce. As a result of the research, it was concluded that Torku constructed his image on the axis of locality, naturalness and traditionalism in his Instagram visuals and appealed to the senses of seeing and tasting from the senses.

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