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  Citation Number 6
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Instagramdan Hikaye Reklamlar: Tüketici Tutum ve Davranış Eğilimleri Üzerine Bir Araştırma
2019
Journal:  
Erciyes İletişim Dergisi
Author:  
Abstract:

Ülkemizde en çok tercih edilen sosyal medya platformlarının platformlarının başında, Instagram gelmektedir. Instagram platformu, özellikle akıllı telefonlar için tasarlanmış, genellikle görsel içerikler paylaşmak üzerine geliştirilmiş, ücretsiz olarak indirilip kullanabilme özelliği bulunan çevrimiçi ortamlardır. Bu ortamın, son yıllarda hikayeler bölümüyle ön plana çıktığı görülmektedir. Instagram Mart 2017’de hikayeler bölümüne reklam almaya başlamıştır. Instagram hikaye reklamları, bir markaya ait Instagram hesabı aracılığıyla aktarılmak istenen mesajların fotoğraf ya da video şeklinde paylaşıldığı ve kullanıcıların takip ettiği hesapların öyküleri arasında açılan uygulamalardır. Instagram hikayelerini kullanan kitlelerin hızla büyümesi nedeniyle bu kitlelere ulaşmaya çalışan reklamcılar ve reklamverenleri daha fazla hikaye reklamları kullanmaya yöneltmektedir. Dolayısıyla Instagram kullanıcılarının hikaye reklamlar hakkında nasıl bir tutum ve davranış eğilimine sahip olduğu önem kazanmaktadır. Çünkü bu kullanıcıların hikaye reklamları kabul ya da reddetmelerinin, yaklaşım biçimlerinin; bu hikayeleri takip etmelerini ve hikayelerin amacına ulaşmasını doğrudan etkilediği düşünülmektedir. Bu doğrultuda literatürdeki konuyla ilgili bilgi boşluğunun da etkisiyle bu çalışmanın amacı, tüketicilerin Instagram hikayelerine yönelik tutum ve davranış eğilimlerini belirlemektir. Amaca dayalı örneklem yöntemi kullanılarak Instagramın hikayeler bölümünü takip eden katılımcılara yüzyüze ve çevrim içi ortamda anket uygulanmıştır. 423 anketin analize dahil edildiği araştırma sonucuna göre, katılımcıların hikaye reklamlara yönelik genel olarak olumsuz tutuma sahip oldukları, beklenen davranış tepkilerini göstermedikleri ve bu davranışların da hikaye reklama yönelik tutumlardan doğrudan etkilendiği belirlenmiştir.

Keywords:

Story Advertisements from Instagram: A Research on Consumer Attitudes and Behavioral Trends
2019
Author:  
Abstract:

On the top of the most popular social media platforms in our country, Instagram comes. Instagram platforms are online media that are designed specifically for smartphones, often developed on sharing visual content, with the ability to download and use for free. This environment seems to have emerged in the past few years with the story section. In March 2017, Instagram began receiving ads to the story section. Instagram story ads are apps opened between the stories of the accounts that users follow and the photos or videos of the messages that they want to be transmitted through a brand’s Instagram account. Due to the rapid growth of the crowds using Instagram stories, advertisers and advertisers seeking to reach these crowds tend to use more story ads. Therefore, the importance of how Instagram users tend to have a attitude and behavior about story ads is gained. Because it is believed that these users accept or reject story ads, their approaches, follow these stories and reach the purpose of the stories are directly influenced. With the impact of the information gap on the subject in literature in this direction, the purpose of this study is to determine the attitudes and behavior trends of consumers towards Instagram stories. The purpose-based sampling method has been applied to the participants who follow the Instagram story section on the face and on-line environment. According to the 423 survey, which included the analysis, it was found that participants had a general negative attitude towards story advertising, did not show expected behavior reactions, and that these behaviors were directly affected by story advertising attitudes.

Keywords:

Advertising Stories On Instagram: A Research On Consumer Attitude and Behavior Tendency
2019
Author:  
Abstract:

One of the most widely used social media platforms in our country is Instagram. The Instagram platform is an online environment that especially designed for smartphones, usually developed for sharing visual content, free to download and use. It is seen that this environment this environment stands out with a story section in recent years. In March 2017, Instagram began advertising in the stories section. Instagram strory ads are applications in which brand’s messages are shared as a photo or video through a brand’s Instagram account and seen between stories of accounts that follows by the users. Due to the rapid growth of audiences using Instagram stories, advertisers and advertisers seeking to reach these audiences tend to use more story ads. Therefore, it becomes important to know how Instagram users have a tendency to have attitude and behave towards story advertisements. It is thought that the users’ perception, acceptance, or rejection of the Instagram story ads have a direct impact on their choice to follow these stories, which, in return, influences the way the stories can reach their goals. In this direction with the effect of the information gap in the literature, the aim of this study is to determine the attitudes and behaviors of consumers towards Instagram stories. Using objective-oriented sampling method, a questionnaire was applied to the participants who followed the stories section of Instagram in the face-to-face and online environment. According to the results of 423 questionnaires included in the analysis, it was determined that participants generally had negative attitudes towards story advertisements, did not show expected behavioral reactions, and these behaviors were directly affected by attitudes towards story advertising.

Keywords:

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Erciyes İletişim Dergisi

Field :   Sosyal, Beşeri ve İdari Bilimler

Journal Type :   Ulusal

Metrics
Article : 626
Cite : 3.532
2023 Impact : 0.229
Erciyes İletişim Dergisi