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Günümüzde var olan yeni iletişim ortamları ile birlikte hedef kitle ile kurulan iletişim çabalarının farklılaştığı dikkat çekmektedir. Özellikle marka iletişim süreçlerinde iletişim araçları kadar hedef kitlelerin demografisi de ayrı bir önem taşımaktadır. Dolayısıyla hedef kitle ile kurulan iletişimin niteliği de giderek önem kazanmaktadır. Bu süreçte sosyal medya araç ve ortamlarının, dijital uygulamaların bu iletişim sürecine nasıl dahil edildiği önem arz etmektedir. Bu çalışmada, bahsedilen iletişim ortamlarına geç adaptasyonu olan ancak giderek dikkat çeken uygulamalar sunan lüks markaların HENRY’ler ile olan iletişim çabaları değerlendirilmiştir. Lüks marka literatüründe yeni bir hedef kitle olarak tanımlanan HENRY’ler ile sosyal ağlar üzerinden nasıl iletişim kurulduğunun ortaya konması çalışmanın temel amacını oluşturmaktadır. Dijital endekslerce başarılı uygulamalar sıralamasında ilk sırada yer alan Gucci markası çalışılan marka olarak belirlenmiştir. Gucci markasının Millenial/HENRY’ler için sosyal ağlarda gerçekleştirdiği 2015-2018 yılları arasındaki örnek çalışmalar değerlendirmeye dâhil edilmiştir. Bu çalışmalar incelenirken, nitel araştırma yöntemlerinden biri olan doküman incelemesi uygulanmıştır. Bu yolla sosyal ağlar aracılığı ile kurulan iletişim sürecinin tanımlanması amaçlanmaktadır. Gerçekleştirilen değerlendirme doğrultusunda, markanın yeni nesil lüks tüketici sınıfı olarak nitelendirilen HENRY’ler için internet tabanlı uygulamaları, özellikle sosyal medya ortamlarını, Instagram, Twitter, Snapchat, etkin bir şekilde kullandığı görülmektedir. Bu bağlamda, sadece bu hedef kitleye uygun kampanyalar düzenlediği, tasarımlar yarattığı ve bunları da sosyal medya hesaplarından sunduğu belirlenmiştir. Söz konusu örnekler kapsamında, lüksün bu hedef kitleninyaşam pratiklerinin bir parçası olarak sunulduğu dikkat çekmektedir. Söz konusu yeni tanımlanan hedef kitlenin özelliklerive özellikle sosyal medya ortamlarında yürütülen çalışmaların ortaya konması, bu çabaların çalışma evrenine genellenebilmesi noktasında önem taşımaktadır denilebilir.
It is remarkable that the efforts of communication established with the target audience, along with the new communication environments that exist today, are different. The demography of the target masses, especially in the brand communication processes, is of particular importance as means of communication. Therefore, the nature of communication established with the target audience is also increasingly important. In this process, the importance of social media tools and environments is how digital applications are incorporated into this communication process. In this study, we evaluate the efforts of luxury brands that offer applications that are late adapting to the aforementioned communication environments but are increasingly attracted to the HENRY. In luxury brand literature, the discovery of how to communicate through social networks with the HENRY, defined as a new target audience, is the main objective of the study. The Gucci brand, which is ranked first in the ranking of successful applications by digital indicators, has been identified as the brand being studied. Examples of the 2015-2018 years Gucci’s social networks for Millenials/HENRY have been included in the evaluation. During the study of these studies, a document examination, which is one of the quality research methods, was applied. This is the purpose of identifying the process of communication established through social networks. According to the assessment made, it appears that the brand effectively uses internet-based applications, especially social media media, Instagram, Twitter, Snapchat, for HENRYs, which are referred to as the next generation of luxury consumer class. In this context, it has been determined that only this target audience organizes campaigns, creates designs and offers them from social media accounts. In the context of these examples, it is remarkable that luxury is presented as part of this target audience practice. The characteristics of the newly identified target audience and the exposure of the work carried out in the social media environments can be said to be important in the point that these efforts can be generalized into the work universe.
It is noteworthy that with the new communication environments existing today, it differs in the communication efforts established with the target audience. Especially in brand communication processes, the demography of the target audiences is as important as the communication tools. Therefore, the quality of communication with the target audience is becoming more and more important. In this process, it is important how social media, tools and digital applications are included in this communication process. In this study, communication efforts of luxury brands with late adaptation to the mentioned communication environments but offering increasingly remarkable applications with HENRYs were evaluated. The main purpose of the study is to reveal how HENRYs, which are defined as a new target group in the luxury brand literature, are communicated over social networks. Gucci brand, which ranks first in the list of successful applications by digital indices, has been identified as the brand studied. Case studies conducted by Gucci brand in social networks for Millenial / HENRYs between 2015-2018 are included in the evaluation. While examining these studies, document review, one of the qualitative research methods, was applied. In this way, it is aimed to define the communication process established through social networks. In line with the evaluation carried out, it is seen that the brand effectively uses internet-based applications, especially social media, Instagram, Twitter, Snapchat for HENRY, which is considered as the new generation luxury consumer class. In this context, it has been determined that it organizes campaigns suitable only for this target audience, creates designs and presents them from social media accounts. It is noteworthy that within the scope of these examples, luxury is offered as a part of the life practices of this target audience. It can be said that the features of the newly defined target audience and especially the revealing of the studies carried out in social media environments are important in terms of generalizing these efforts to the working universe.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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