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Sosyal paylaşım ağları iletişim kurmak amacı dışında bireysel markalaşmak, kuruluşların hedef kitleleriyle etkileşimli iletişim kurmak ve pazarlama ya da reklam amaçlarıyla kullanılabilmektedir. Bu bağlamda araştırma yerli otomobil konusunda TOGG ve GÜNSEL otomotiv şirketlerinin elektrikli otomobil modellerinin ön gösterim süreçlerinde sosyal medya pratiklerini sosyal paylaşım ve görsel iletişim mecrası olan Instagram uygulaması özelinde inceleyerek yerli elektrikli otomobil markalarının tanıtımlarını gerçekleştirirken Instagram uygulamasını bir tanıtım aracı olarak nasıl kullandıklarını açıklamayı amaçlamaktadır. Araştırmanın problemini “Türkiye ve KKTC ülkelerinin TOGG ve GÜNSEL otomotiv şirketleri elektrikli otomobil modellerinin ön gösterim süreçlerinde Instagram mecrasını bir tanıtım aracı olarak kullanmakta mıdır?” sorusu oluşturmaktadır. Araştırmada nicel içerik analizi tekniği kullanılarak TOGG ve GÜNSEL otomotiv şirketlerinin yerli ve milli üretim elektrikli otomobil modellerinin ön gösterim süreçleri 23 Aralık 2019 ve 20 Şubat 2020 tarihleri arasında Instagram sosyal paylaşım mecrası pratikleri incelenmiştir. TOGG ve GÜNSEL otomotiv şirketleri yerli ve milli elektrikli otomobil modellerinin ön gösterim stratejileri incelendiğinde sosyal medya pazarlaması bağlamında Instagram sosyal paylaşım mecrasını otomobil modellerinin tanıtımlarını yapmak amacıyla bir reklam mecrası olarak kullandıkları görülmektedir.
Apart from communication, social networking networks can be used for individual branding, to communicate interactively with the target audiences of organizations, and for marketing or advertising purposes. In this context, the research aims to explain how TOGG and GÜNSEL automotive companies use Instagram application as a advertising tool while promoting domestic electric car brands in the launch process of electric car models in social media and visual communication. It aims to explain what they are doing and how they use Instagram as a advertising tool. The problem of the research is "Does TOGG and GUNSEL automotive companies from Turkey and KKTC, use Instagram social media as a promotional tool in the launch process of electric car models?“ . . In the research, by using the quantitative content analysis technique, the preliminary processes of domestic and national production electric car models of TOGG and GÜNSEL automotive companies were investigated on Instagram social sharing media between 23 December 2019 and 20 February 2020. When the launch strategies of domestic and national electric car models of TOGG and GÜNSEL automotive companies are examined, it is seen that they use the Instagram social sharing medium as a advertising medium in order to promote car models in the context of social media marketing.
Apart from communicating, social networking networks can be used for individual branding, to communicate interactively with the target audiences of organizations, and for marketing or advertising purposes. In this context, the research aims to explain how TOGG and GÜNSEL automotive companies use Instagram application as a publicity tool while promoting domestic electric car brands in the launch process of electric car models in social media and visual communication. It aims to explain what they are doing and how they use Instagram as an advertising tool. The problem of the research is “Does TOGG and GUNSEL automotive companies from Turkey and KKTC, use Instagram social media as a promotional tool in the launch process of electric car models?”. In the research, by using the quantitative content analysis technique, the preliminary processes of domestic and national production electric car models of TOGG and GÜNSEL automotive companies were investigated on Instagram social sharing media between 23 December 2019 and 20 February 2020. When the launch strategies of domestic and national electric car models of TOGG and GÜNSEL automotive companies are examined, it is seen that they use the Instagram social sharing medium as an advertising medium in order to promote car models in the context of social media marketing.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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