Kıvrak, Ali

Profil fotoğrafı
 E-posta Adresi
ali.kivrak@ihu.edu.tr
ORCID Profili
0000-0002-1251-6448
YÖK Araştırmacı Profili
17CD37AAF25FFF89
Google Akademik Profili
nSmE2mgAAAAJ
SOBİAD Profili
263652
Web Sitesi
akademik.ihu.edu.tr/tr/ali-kivrak

Araştırma projeleri

Organizasyon Birimleri

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Organizasyon Birimi
İletişim Fakültesi, Yeni Medya ve İletişim Fakültesi
Bütünleşik bir program yapısı ile iletişim alanının bütün alt disiplinlerini kapsayacak şekilde yapılanmıştır. Bölüm, İletişimin iki farklı alanı olan medya ve pazarlama iletişimi uzmanlıkları ile ilgili eğitim programları sunmaktadır.

Adı Soyadı

Ali Kıvrak

İlgi Alanları

İletişim, Medya, İletişim Bilimi

Kurumdaki Durumu

Aktif Personel

Filtreler

20241
Filtreleri Sıfırla

Ayarlar

Yazar: Kıvrak, Ali × Konu: Celebrity Endorsements ×

Arama Sonuçları

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  • Küçük Resim
    Yayın
    Comparing product advertising videos: User comments on traditional celebrities vs. Youtubers
    (İdeal Kent Yayınları, 2024) Kıvrak, Fatma Halide; Kıvrak, Ali; İletişim Fakültesi, Yeni Medya ve İletişim Fakültesi
    Businesses are modifying their strategies to respond to the constantly changing media environment. In the past, marketing teams relied on traditional celebrities to promote brands and boost sales. Recently, social media celebrities such as Instagrammers, Tiktokers, youtubers, and influencers have emerged as popular options for marketing communication due to their significant attention and preference. Despite considerable research on traditional and social media influencer endorsements, there remains a gap in understanding how social media users perceive and interact with these endorsements. This study investigates the differences in topic, sentiment, and pragmatics of user comments on Youtube advertisement videos showcasing traditional celebrities and youtubers. We examined user comments on eight advertisement videos using content analysis, with half featuring traditional celebrities and the other half featuring youtubers. The findings indicate that including traditional celebrities in videos leads to increased user focus on brand features, along with greater expressions of admiration and positive sentiment. Furthermore, traditional celebrities are more effective than influencers in fostering favourable and reliable brand awareness. Possible explanations for these results are considered, and their theoretical and practical implications are derived.