Araştırma Makalesi
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Sürdürülebilir Modaya Yön Veren Markaların Instagram Gönderileri Üzerine Bir Araştırma

Yıl 2023, Sayı: 43, 42 - 66, 30.12.2023
https://doi.org/10.31123/akil.1369308

Öz

Günümüzde sürdürülebilir moda markalarının sosyal medya platformlarını etkili ve etkileşimli bir şekilde kullanmaları son derece önemli hale gelmiştir. Markalar hedef kitleleri ile etkileşim kurmak ve ürün/hizmet tanıtımlarını yapmak, kampanyalarını duyurmak için sıklıkla sosyal medyayı kullanmakta ve sosyal medya stratejilerini planlamaktadır. Sosyal medya platformları ile hedef kitlelerine daha kolay ulaşabilen markalar, oluşturdukları içeriklerle marka farkındalığı ve marka sadakati oluşturabilmektedir. Öte yandan sosyal ağ sitelerinin özellikle de Instagram’ın hikayeler, yönlendirme linki, hashtag, video, resim gibi işlevlere sahip olması da marka imajı ve marka bilinirliğini artırmaya yardımcı olurken etkileşimi de daha üst düzeylere çıkarabilmektedir. Sonuç olarak, markalar sürdürülebilirlik eylemlerine önem vermeye başlayarak reklam ve pazarlama stratejilerine sürdürülebilirlik faaliyetlerini dahil etmekte ve sosyal medya platformları ile hedef kitlelerine ulaştırmaktadır. Bu kapsamda çalışmanın amacı, sürdürülebilir moda markaların bir pazarlama, reklam aracı olarak Instagram’ı nasıl kullandıklarını ve sürdürülebilirlik vaatlerini gönderilerine yansıtıp yansıtmadıklarını incelemektir. Çalışmada, nicel içerik analizi yöntemi kullanılmıştır. Sürdürülebilir modaya yön veren 10 markanın Instagram gönderileri incelenmiştir. Araştırma sonucunda, markaların gönderilerinde hashtag, emoji, alt yazı ve ünlü etkileyici kullanımının ön planda olduğu belirlenmiştir. Bunun yanı sıra markaların gönderilerinde en fazla duygusal mesaj stratejisinin kullanıldığı saptanmıştır. Bir diğer bulgu ise bazı markaların sürdürülebilirlik ile ilgili paylaşımlarının olmadığıdır. Bu doğrultuda moda markalarının Instagram’ın özelliklerini daha etkin kullanması, dijital etkileyicilere ve sürdürülebilirlik ile ilgili gönderilere daha fazla yer vermesi önerilmektedir.

Kaynakça

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  • Amritha, B., & Suresh, K. (2020). Sustainability is the new black: Exploring website communication practices of Indian sustainable fashion brands. Fashion, Style & Popular Culture, 7(4), 539-558. https://doi.org/10.1386/fspc_00042_1
  • Arya, V., Sethi, D., & Verma, H. (2018). Are emojis fascinating brand value more than textual language? Mediating role of brand communication to SNS and brand attachment: An insight from India. Corporate Communications: An International Journal, 23(4), 648-670. https://doi.org/10.1108/CCIJ-03-2018-0036
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  • Bonilla, M. D. R., del Olmo Arriaga, J. L., & Andreu, D. (2019). The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M). Journal of Global Fashion Marketing, 10(4), 342-357. https://doi.org/10.1080/20932685.2019.1649168
  • Busalim, A., Fox, G., & Lynn, T. (2022). Consumer behavior in sustainable fashion: A systematic literature review and future research agenda. International Journal of Consumer Studies, 46(5), 1804-1828. https://doi.org/10.1111/ijcs.12794
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  • de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
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A Research on Instagram Posts of Brands Giving Directions to Sustainable Fashion

Yıl 2023, Sayı: 43, 42 - 66, 30.12.2023
https://doi.org/10.31123/akil.1369308

Öz

Today, it has become extremely important for sustainable fashion brands to use social media platforms effectively and interactively. Brands frequently use social media and plan their social media strategies to interact with their target audiences, promote their products/services, and announce their campaigns. Brands that can reach their target audiences more easily through social media platforms can create brand awareness and brand loyalty with the content they create. On the other hand, the fact that social networking sites, especially Instagram, have functions such as stories, referral links, hashtags, videos, pictures, etc. helps to increase brand image and brand awareness while increasing interaction to higher levels. As a result, brands have started to attach importance to sustainability actions, incorporate sustainability activities into their advertising and marketing strategies, and reach their target audiences through social media platforms. In this context, the aim of this study is to examine how sustainable fashion brands use Instagram as a marketing and advertising tool, and whether they reflect their sustainability promises in their posts. In the study, quantitative content analysis method was used. Instagram posts of ten brands that shape sustainable fashion were analyzed. As a result of the research, it was determined that the use of hashtags, emoji, captions and celebrity influencers were at the forefront in the posts of the brands. In addition, it was determined that emotional message strategy was mostly used in the posts of the brands. Another finding is that some brands do not have posts about sustainability. In this direction, it is recommended that fashion brands should use the features of Instagram more effectively and include more digital influencers and sustainability-related posts.

Kaynakça

  • Adegbola, O., Gearhart, S., & Skarda-Mitchell, J. (2018). Using Instagram to engage with (potential) consumers: a study of forbes most valuable brands’ use of Instagram. The Journal of Social Media in Society, 7(2), 232-251.
  • Amritha, B., & Suresh, K. (2020). Sustainability is the new black: Exploring website communication practices of Indian sustainable fashion brands. Fashion, Style & Popular Culture, 7(4), 539-558. https://doi.org/10.1386/fspc_00042_1
  • Arya, V., Sethi, D., & Verma, H. (2018). Are emojis fascinating brand value more than textual language? Mediating role of brand communication to SNS and brand attachment: An insight from India. Corporate Communications: An International Journal, 23(4), 648-670. https://doi.org/10.1108/CCIJ-03-2018-0036
  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
  • Bly, S., Gwozdz, W., & Reisch, L. A. (2015). Exit from the high street: An exploratory study of sustainable fashion consumption pioneers. International Journal of Consumer Studies, 39(2), 125-135. https://doi.org/10.1111/ijcs.12159
  • Bonilla, M. D. R., del Olmo Arriaga, J. L., & Andreu, D. (2019). The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M). Journal of Global Fashion Marketing, 10(4), 342-357. https://doi.org/10.1080/20932685.2019.1649168
  • Busalim, A., Fox, G., & Lynn, T. (2022). Consumer behavior in sustainable fashion: A systematic literature review and future research agenda. International Journal of Consumer Studies, 46(5), 1804-1828. https://doi.org/10.1111/ijcs.12794
  • Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4),469-479. https://doi.org/10.1016/j.bushor.2020.03.003
  • Chen, J. V., Nguyen, T., & Jaroenwattananon, J. (2021). What drives user engagement behavior in a corporate SNS account: The role of Instagram features. 22(3).
  • Chu, S.-C., & Seock, Y.-K. (2020). The Power of Social Media in Fashion Advertising. Journal of Interactive Advertising, 20(2), 93-94. https://doi.org/10.1080/15252019.2020.1802955
  • Coe, K., & Scacco, J. M. (2017). Content analysis, quantitative. The international encyclopedia of communication research methods, 1-11.
  • Conti, M., Gathani, J., & Tricomi, P. P. (2022). Virtual influencers in online social media. IEEE Communications Magazine, 86-91.
  • Croes, E., & Bartels, J. (2021). Young adults’ motivations for following social influencers and their relationship to identification and buying behavior. Computers in Human Behavior, 124, 106910.
  • Cuevas-Molano, E., Matosas-López, L., & Bernal-Bravo, C. (2021). Factors Increasing Consumer Engagement of Branded Content in Instagram. IEEE Access, 9, 143531-143548. https://doi.org/10.1109/ACCESS.2021.3121186
  • de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Dixon, S. (2023). Topic: Instagram. Instagram-Statistics & Facts. Erişim 09 Nisan 2023 https://www.statista.com/topics/1882/instagram/
  • Filieri, R., Yen, D. A., & Yu, Q. (2021). #ILoveLondon: An exploration of the declaration of love towards a destination on Instagram. Tourism Management, 85, 104291. https://doi.org/10.1016/j.tourman.2021.104291
  • Frazer, C. F. (1983). Creative strategy: A management perspective. Journal of advertising, 12(4), 36-41.
  • Gross, J., & von Wangenheim, F. (2022). Influencer marketing on Instagram: Empirical research on social media engagement with sponsored posts. Journal of Interactive Advertising, 22(3), 289-310. https://doi.org/10.1080/15252019.2022.2123724
  • Gross, J., & Wangenheim, F. V. (2018). The big four of ınfluencer marketing. A typology of influencers. Marketing Review St. Gallen, 2, 30-38.
  • Ha, Y., Kwon, S., Cha, M., & Joo, J. (2017). Fashion conversation data on Instagram. Proceedings of the International AAAI Conference on Web and Social Media, 11(1), 418-427. https://doi.org/10.1609/icwsm.v11i1.14858
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  • Kondracki, N. L., Wellman, N. S., & Amundson, D. R. (2002). Content Analysis: Review of Methods and Their Applications in Nutrition Education. Journal of Nutrition Education and Behavior, 34(4), 224-230.
  • Kozlowski, A., Searcy, C., & Bardecki, M. (2018). The reDesign canvas: Fashion design as a tool for sustainability. Journal of Cleaner Production, 183, 194-207. https://doi.org/10.1016/j.jclepro.2018.02.014
  • Landes-Brenman, J. (2018). What is a regram on Instagram and how your business can use it strategically. Erişim 05 Nisan 2023, https://members.tinshingle.com/category/instagram/what-regram-and-how-can-my-business-use-it-strategically
  • Lim, H., & Childs, M. (2020). Visual storytelling on Instagram: Branded photo narrative and the role of telepresence. Journal of Research in Interactive Marketing, 14(1), 33-50. https://doi.org/10.1108/JRIM-09-2018-0115
  • Lim, W. M., Teh, P.-L., & Ahmed, P. K. (2018). It is not about what you read, but how you read it: The effects of sequencing rational and emotional messages on corporate and product brand attitudes. Journal of Strategic Marketing, 26(4), 339-355. https://doi.org/10.1080/0965254X.2016.1240216
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
  • Lyfe Marketing. (2018). The best social media platforms for social media marketing in 2018. Erişim 17 Nisan 2023 https://www.lyfemarketing.com/blog/wp-content/uploads/2018/02/The-Best-Social-Media-Platforms-for-Social-Media-Marketing-in-2018.pdf
  • Mandarić, D., Hunjet, A., & Kozina, G. (2021). Perception of consumers’ awareness about sustainability of fashion brands. Journal of Risk and Financial Management, 14(12), Article 12. https://doi.org/10.3390/jrfm14120594
  • Manic, M. (2015). Marketing engagement through visual content. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 89-94.
  • Marcella-Hood, M. (2023). Augmenting sustainable fashion on Instagram. Sustainability, 15(4), 3609. https://doi.org/10.3390/su15043609
  • Martinus, H., & Chaniago, F. (2017). Analysis of branding strategy through Instagram with storytelling in creating brand ımage on proud project. Humaniora, 8(3), 201-210. https://doi.org/10.21512/humaniora.v8i3.3678
  • Mathews, S., & Lee, S.-E. (2018). Use of emoji as a marketing tool: An exploratory content analysis. Fashion, Industry and Education, 16(1), 46-55. https://doi.org/10.7741/FIE.2018.16.1.046
  • Matin, A., Khoshtaria, T., & Todua, N. (2022). The ımpact of social media influencers on brand awareness, image and trust in their sponsored content: An empirical study from georgian social media users. International Journal of Marketing, Communication and New Media, 10(18).
  • McHugh, M. L. (2012). Interrater reliability: The kappa statistic. Biochemia Medica, 276-282. https://doi.org/10.11613/BM.2012.031
  • McLachlan, S. (2022). How to set up Instagram shopping to sell more products. Social Media Marketing & Management Dashboard. Erişim 12 Nisan 2023, https://blog.hootsuite.com/insta-shopping-tips/
  • Milanesi, M., Kyrdoda, Y., & Runfola, A. (2022). How do you depict sustainability? An analysis of images posted on Instagram by sustainable fashion companies. Journal of Global Fashion Marketing, 13(2), 101-115. https://doi.org/10.1080/20932685.2021.1998789
  • Mittal, V., Kaul, A., Gupta, S. S., & Arora, A. (2017). Multivariate features based instagram post analysis to enrich user experience. Procedia Computer Science, 122, 138-145. https://doi.org/10.1016/j.procs.2017.11.352
  • Mohr, I., Fuxman, L., & Mahmoud, A. B. (2021). A triple-trickle theory for sustainable fashion adoption: The rise of a luxury trend. Journal of Fashion Marketing and Management: An International Journal, 26(4), 640-660. https://doi.org/10.1108/JFMM-03-2021-0060
  • Mukendi, A., Davies, I., Glozer, S., & McDonagh, P. (2020). Sustainable fashion: Current and future research directions. European Journal of Marketing, 54(11), 2873-2909.https://doi.org/10.1108/EJM-02-2019-0132
  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13-46.
  • Na, Y., & Kim, J. (2019). Sensibility and response keywords of users according to posting types of fashion Instagram: Focused on Koreans’ fashion brands. International Journal of Clothing Science and Technology, 32(1), 23-36. https://doi.org/10.1108/IJCST-03-2018-0032
  • Oltra, I., Camarero, C., & San José Cabezudo, R. (2022). Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications. International Journal of Advertising, 41(7), 1209-1234.https://doi.org/10.1080/02650487.2021.2014702
  • Papadopoulou, M., Papasolomou, I., & Thrassou, A. (2021). Exploring the level of sustainability awareness among consumers within the fast-fashion clothing industry: A dual business and consumer perspective. Competitiveness Review: An International Business Journal, 32(3), 350-375. https://doi.org/10.1108/CR-04-2021-0061
  • Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G., & Guerreiro, J. (2019). Analysing consumer-brand engagement through appreciative listening on social network platforms. Journal of Promotion Management, 25(3), 304-313. https://doi.org/10.1080/10496491.2019.1557805
  • Pucci, E., Tufarelli, M., & Giliberti, L. (2022). Slow Fashion accompanies digital towards a sustainable future: From quantity to quality. Reflections on the New Paradigm of Sustainable Fashion. Proceedings of the Design Society, 2, 1091-1098. https://doi.org/10.1017/pds.2022.111
  • Rasmussen, N. (2020). “Clothes” the loop: Raising awareness of sustainable fashion among millennial consumers through digital platforms. The Boller Review, 5. https://doi.org/10.18776/tcu/br/5/123
  • Riffe, D., Lacy, S., & Fico, F. G. (2005). Analyzing media messages: Using quantitative content analysis in research. Lawrence Erlbaum.
  • Roozen, I., Raedts, M., & Meijburg, L. (2021). Do verbal and visual nudges influence consumers’ choice for sustainable fashion? Journal of Global Fashion Marketing, 12(4), 327-342. https://doi.org/10.1080/20932685.2021.1930096
  • Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011. https://doi.org/10.1016/j.emj.2014.05.001
  • Sailer, A., Wilfing, H., & Straus, E. (2022). Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram. Sustainability, 14(3), 1494. https://doi.org/10.3390/su14031494
  • Schorn, A., Vinzenz, F., & Wirth, W. (2022). Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers. Young Consumers, 23(3), 345-361. https://doi.org/10.1108/YC-07-2021-1355
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  • Sehl, K., & Tien, S. (2023). Engagement rate calculator + guide for 2023. Social Media Marketing & Management Dashboard. Erişim 27 Haziran 2023, https://blog.hootsuite.com/calculate-engagement-rate/
  • Su, J., Watchravesringkan, K. (Tu), Zhou, J., & Gil, M. (2019). Sustainable clothing: Perspectives from US and Chinese young Millennials. International Journal of Retail & Distribution Management, 47(11), 1141-1162. https://doi.org/10.1108/IJRDM-09-2017-0184
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  • Testa, D. S., Bakhshian, S., & Eike, R. (2021). Engaging consumers with sustainable fashion on Instagram. Journal of Fashion Marketing and Management: An International Journal, 25(4), 569-584. https://doi.org/10.1108/JFMM-11-2019-0266
  • Tsai, W.-H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76-87. https://doi.org/10.1080/15252019.2013.826549
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  • Wahid, R. M., & Gunarto, M. (2022). Factors driving social media engagement on Instagram: Evidence from an emerging market. Journal of Global Marketing, 35(2), 169-191. https://doi.org/10.1080/08911762.2021.1956665
  • Wang, X., Cheng, M., Li, S., & Jiang, R. (2023). The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands. Tourism Management, 96, 104696. https://doi.org/10.1016/j.tourman.2022.104696
  • Warrens, M. J. (2015). Five ways to look at Cohen’s Kappa. Journal of Psychology & Psychotherapy, 05(04). https://doi.org/10.4172/2161-0487.1000197
  • Wei, X., Chen, H., Ramirez, A., Jeon, Y., & Sun, Y. (2022). Influencers as endorsers and followers as consumers: Exploring the role of parasocial relationship, congruence, and followers’ identifications on consumer–brand engagement. Journal of Interactive Advertising, 22(3), 269-288. https://doi.org/10.1080/15252019.2022.2116963
  • Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: how advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160-170. https://doi.org/10.1016/j.ausmj.2020.03.002
  • Woodside, A. G., & Fine, M. B. (2019). Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid. Journal of Global Fashion Marketing, 10(2), 111-128. 99. https://doi.org/10.1080/20932685.2019.1573699
  • Zhang, J., & Du, M. (2020). Utilization and effectiveness of social media message strategy: How B2B brands differ from B2C brands. Journal of Business & Industrial Marketing, 35(4), 721-740. https://doi.org/10.1108/JBIM-06-2018-0190
Toplam 78 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları (Diğer)
Bölüm Makaleler
Yazarlar

Betül Çepni Şener 0000-0002-1894-6799

Nurcan Yılmaz 0000-0003-4707-857X

Erken Görünüm Tarihi 1 Aralık 2023
Yayımlanma Tarihi 30 Aralık 2023
Gönderilme Tarihi 30 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Sayı: 43

Kaynak Göster

APA Çepni Şener, B., & Yılmaz, N. (2023). Sürdürülebilir Modaya Yön Veren Markaların Instagram Gönderileri Üzerine Bir Araştırma. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(43), 42-66. https://doi.org/10.31123/akil.1369308