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Sosyal medyanın getirdiği yeniliklerle birlikte halkla ilişkiler uygulayıcılarının kullandığı araçlarda çeşitlilik meydana gelmiştir. Fotoğraf ve video paylaşmaya fırsat veren Instagram halkla ilişkiler aracı olarak kullanılan araçlardan biridir. Çeşitli halkla ilişkiler faaliyetleri kapsamında hem medyanın hem de hedef kitlelerin dikkatini çekmesi nedeniyle ünlüler sıklıkla kullanılmaktadır. Ancak literatürde halkla ilişkilerde ünlü kullanımıyla ilgili çalışmalar sınırlıdır. Bu çalışmada markaların Instagramda paylaştığı fotoğraflarda ünlülerin olmasının halkla ilişkiler amaçlarına ulaşmada etkili olup olmadığı değerlendirilmektedir. Bu amaçla çalışmada 2017 yılında Salt Bae (tuz serpme) hareketiyle sosyal medya fenomeni olarak geleneksel medyada da yer bulan Nusr-Et Steakhouse İşletmesi örnek olarak seçilmiştir. Söz konusu işletmenin Instagram hesabındaki 01 Ocak 2016 - 10 Mayıs 2018 tarih aralığındaki 300 fotoğraf içerik analizi kullanılarak incelenmiştir. Fotoğraf gönderileri manzara, ürün, paylaşım sahibinin kendisi, paylaşım sahibinin çalışanlarıyla ve çocuklarla birlikte fotoğrafları, işletme logosu, restoran fotoğrafı ve ünlülerle birlikte olduğu fotoğraflar şeklinde temalara ayrılmıştır. Çalışma sonucu işletmenin paylaştığı fotoğraf gönderilerinde ünlülerin olmasının beğeni ve takipçi sayılarında değişikliğe neden olduğunu dolayısıyla işletmenin tanıtımının yapılarak hedef kitlelerin farkındalığının yaratıldığını ve ilgisinin çekildiğini ortaya koymaktadır. Çalışma halkla ilişkiler uygulamalarında ünlülerin kullanılmasının halkla ilişkiler amaçlarına ulaşmadaki etkisini ve ünlülerin kitleleri peşinden sürüklediğini göstermesi açısından değerlidir.
With the innovations brought by social media, the tools used by public relations practitioners have varied. Instagram which gives the opportunity to share photos and videos is one of the tools used as a public relations tool. Celebrities are frequently used within the scope of various public relations activities although they attract the attention of both the media and the target groups. However, in literature, studies on celebrities in the field of public relations are limited. In this study, it is evaluated whether the presence of celebrities in the photos shared by the brands in Instagram is effective in achieving public relations objectives. For this purpose, Nusr-Et Steakhouse which is a social media phenomenon with the Saltbae (sprinkling salt) movement in 2017, which was also included in the traditional media was selected as an example. The photos of the company on Instagram from 01 January 2016 to 10 May 2018 have been examined using content analysis. Photo posts are devoted to themes such as landscapes, products, the owner, photos of the owner with his employees and children, logo, restaurant photo and celebrities. As a result of the study, it is revealed that the presence of celebrities in the photo shared by the company caused an increase in the number of likes and followers. Thus, the publicity of the company is made and the awareness of the target groups is created and attracted attention. The study contributes to the literature in terms of showing the effect of using celebrities in public relations practices. The study is valuable in terms of demonstrating that celebrities chase the masses.
With the innovations brought by social media, the tools used by public relations practitioners have varied. Instagram which gives the opportunity to share photos and videos is one of the tools used as a public relations tool. Celebrities are frequently used within the scope of various public relations activities though they attract the attention of both the media and the target groups. However, in the literature, studies on celebrities in the field of public relations are limited. In this study, it is evaluated whether the presence of celebrities in the photos shared by the brands in Instagram is effective in accomplishing public relations objectives. For this purpose, Nusr-Et Steakhouse which is a social media phenomenon with the Saltbae (sprinkling salt) movement in 2017, which was also included in the traditional media was selected as an example. The photos of the company on Instagram from 01 January 2016 to 10 May 2018 have been examined using content analysis. Photo posts are devoted to themes such as landscapes, products, the owner, photos of the owner with his employees and children, logo, restaurant photo and celebrities. As a result of the study, it is revealed that the presence of celebrities in the photo shared by the company caused an increase in the number of likes and follower. Thus, the publicity of the company is made and the awareness of the target groups is created and attracted attention. The study contributes to the literature in terms of showing the effect of using celebrities in public relations practices. The study is valuable in terms of demonstrating that celebrities chase the masses.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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