YOUTUBE İÇERİKLERİNE YÖNELİK YAPILAN YORUMLARIN FENOMEN PAZARLAMA KAPSAMINDA İNCELENMESİ: DİDİM VE KUŞADASI ÖRNEĞİ

AN ANALYSIS OF COMMENTS ON YOUTUBE CONTENT WITHIN THE SCOPE OF INFLUENCER MARKETING: THE CASE OF DIDIM AND KUSADASI

Özet

Today’s consumers are inclined to examine the experiences and reviews of other users before making a decision to purchase a product or service. This phenomenon is explained by the concept of social influence. The increasing prevalence of social media platforms has led companies to prefer these channels as effective tools to deliver various messages rapidly and efficiently to their target audiences. The term 'influencer' is used in the field of marketing to represent individuals who can influence or shape the purchasing decisions of others. In this context, the involvement of celebrities and influencers in advertisements or promotions through social media platforms draws attention and generates interest. Platforms such as Instagram, Facebook, Twitter and YouTube are among the most prominent and most used channels that allow you to reach target audiences. This study examines the comments on the videos of influencers producing content on the YouTube platform, a subject with limited research, through the document analysis method, which is one of the qualitative research approaches. The research population consists of foreign influencers who have created content related to the districts of Didim and Kuşadası. Influencers with the highest viewership rates have been selected as the sample. The comments have been subjected to content analysis. This study aims to identify the factors that determine the performance, success, and reliability of influencers, as well as the nature of the comments made regarding Didim and Kuşadası districts, which are the subject of the content. The research findings will provide the opportunity to identify the most attention-grabbing, most liked, and most criticized aspects of the content, offering significant contributions to destination marketing.