Interaction Rate Evaluation on Status and Followers on the Phenomenon of Instragram: The Case of Turkey

• Published in: International journal of information communication technologies and human development Vol. 13; no. 4; pp. 1 - 71
• Main Authors: Acaralp, Murat, Öze, Nuran
• Format: Journal Article
• Language: English
• Published: Hershey IGI Global 01.10.2021
• Subjects: Advertising; Audiences; Consumption; Impact analysis; Information communication; Information sharing; Internet; Marketing; Population; Social networks; Society; User behavior; Turkey
• ISSN: 1935-5661; 1935-567X
• DOI: 10.4018/IJICTHD.2021100101

In this study, it is thought that social media phenomena have the potential to make an impact on social, political, economic, cultural, and artistic issues. They present the influence of experts and famous people in marketing communication in social networks and focus their community's preferences and interests on them by undertaking the function of temporary opinion leader. These phenomena have been explored by the structure of Instagram, which transforms into a virtualized public space function, determines consumption needs, creates purchasing effect, and transforms the markets. In the research, it has been observed that the whether the phenomena is male or female is not a determining factor; although the posts they have made reached a high number of likes, it is seen that they are not determinative on the increase in the number of followers. It was noteworthy that a decrease in follower count is seen in the advertising content of the phenomena, who are used as an advertising tool and a brand face in the marketing activities of the brands.