Product placement in the social media era: a content analysis on Instagram and Instabloggers

Ilk yillarinda sinema ve televizyon ile sinirli olan urun yerlestirmeler dijital iletisim platformlarinin ortaya cikisi ile birlikte yepyeni bir uygulama alani kazanmistir. Urun yerlestirme uygulamalari bugun Instagram gibi sosyal aglarda da karsimiza cikmaktadir. Ancak alandaki urun yerlestirme kullanimlari olgunlasma asamasindadir ve niteligine dair cevaplanmamis pek cok soru bulunmaktadir. Betimleyici ozellikteki bu calismada; Instagram'da gerceklesen urun yerlestirmelerin bilesenleri ve yapisi ortaya konulmustur. Moda, yemek ve gezi-seyahat kategorileri baglaminda Instabloggerlarin urun yerlestirme uygulamalarini hangi bilesenler uzerinden hayata gecirdikleri, bu bilesenlerle urun yerlestirmenin belirginligi arasindaki iliskiler bulgulanmistir. Son olarak, Instagram'i mecra olarak geleneksel mecralardan ayristiran interaktivitenin urun yerlestirme pratigindeki yeri ve diger bilesenlerle olan iliskisi irdelenmistir.//At the beginning there were cinema and television, but with the advent of digital communication platforms like Instagram the use of product placement has found a new territory. Today product placement is also a social media practice by brands. However the practice is still in its infancy and there are many questions to be an swered. In this descriptive study, main constituents of product placement in Instagram are provided. The way Instabloggers use product placement in fashion, food and travel categories is examined with a special emphasis on how the constituents of the placements are related with the placements' prominence. Finally, the use of interactivity as a quality that differentiates Instagram from traditional media is explored in terms of product placement practice in the medium. [web URL: http://globalmediajournaltr.yeditepe.edu.tr/makaleler/GMJ_12 ._sayi_baha_2016/17.pdf]