The fact that influencers are being employed more and more as an alternative marketing communication strategy makes it important to determine the social comparison processes about these people and how they are perceived by the target audiences. This research aims to discuss how influencers in social media are perceived by their followers and its reflections on marketing communication practices utilitizing the perspective of social comparison. The study was carried out with a qualitative research design, including 16 university students who actively use social media and follow at least two different influencers. Data was collected by the semi-structured interview technique and analyzed with an inductive analysis approach. As a result of the interviews, the participants’ views on influencers were gathered under the themes of “perceptions of and motivations to follow influencers”, “emotions and social comparisons for influencers” and “brand-influencer collaboration and social comparison”. According to the results of the research, it is seen that the participants have positive inclinations towards influencers they feel close to, positive impressions appear mostly as upward assimilation, and that downward assimilation codes such as sympathy and pity, albeit limited, are encountered. In addition, while upward contrastive emotions such as jealousy and envy are frequently encountered, downward contrastive emotions are also observed when the influencer is seen as inadequate. When viewed from the perspective of influencer-brand cooperation, it has been determined that the influences’ going out of the natural flow by sharing advertising content is received negatively by consumers.
Semi-structured, in-depth interviews were conducted with the senior level advertising agency employees that work in the creative and strategic planning departments to learn about their opinions on neuromarketing and the various issues related to neuromarketing. Interpretative phenomenology analysis (IPA) was used to examine the research data. The study reveals three interpretive themes: 1) Neuromarketing and advertising research (the role of research in advertising – applying neuromarketing to advertising); 2) perspectives on neuromarketing and related topics (concerns about creativity in advertising – ethical issues); and 3) the future of neuromarketing. The results from this study indicate that advertising professionals are aware of neuroscience, but opinions on the use of neuroscience in marketing and advertising differ mostly based on the department they work in at the agency.
Today, one of the essential service areas for elderly consumers is health tourism. Considering the basic elements promised to the target audiences within the scope of health tourism, the importance of the market segment formed by the elderly consumers becomes more and more noticable. Fundamentally, this chapter discusses the place, importance, and application forms of health services for elderly consumers, considered as a growing market and increasing its impact in many sectors, especially with regard to health tourism. Within the scope of the chapter, the concepts such as old age and being old are explained, before further elaborating the general characteristics of the elderly population and the consumer identities of the elderly. After creating a baseline with general information about elderly consumers, it is explained with examples how elderly consumers can be handled within the scope of health tourism, what strategies and practices can be developed accordingly.
The aim of this study is to reveal how new communication technologies affect corporate social responsibility campaigns by analyzing the new dimensions that corporate social responsibility campaigns acquired in the new digital era from the standpoint of the advertisers who have created these campaigns. Within the scope of this study, the social responsibility campaign undertaken by Vodafone has been investigated in its various characteristics and the study data has been obtained using the in-depth interview technique with the team of the advertisers who created the campaign. In the analysis of data obtained after interviews with the participants forming the team that created the Vodafone "Red Light Application / Between Us" social responsibility campaign it was seen that the data is grouped around three themes: These are; (1) society lifting, (2) effects of digital media and (3) "Between us" Campaign.
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