A Comprehensive Analysis on The Advertisement Patterns of Influencers

Pınar Aktaş Avci

Article Details

A Comprehensive Analysis on The Advertisement Patterns of Influencers

Authors:

Pınar Aktaş Avci

Publisher:

Anadolu University

Main Topics:

Hukuk

Journal:

Anadolu Üniversitesi Hukuk Fakültesi Dergisi Vol.9 Issue 2, pp.269-292

Document Type:

Article

Publication Date:

7/2023

Document Language:

Turkish

Document ID (Org No.):

2001296547

pISSN:

2687-394X

Keywords:

Abstract:

 Social media affects peoples lives in many areas all over the world. One of these areas is purchasing habits. Consumers tend to buy products that they see on social media and that they are influenced by. Influencers are the ones who direct the purchasing preferences of their followers and almost completely transform their advertising methods. These people are called social media influencers in our country. Social media influencers make an agreement with the manufacturer of the product they are promoting for product promotionadvertising. When promoting a product, social media influencers usually make recommendations as a result of using and experiencing the product. As a result of these recommendations, the sales of the product increase with the effects on social media. Advertisements made by influencers on social media were not subject to any legal regulation in the world for a long time. Important regulations have been made regarding product advertisements made on social media, especially in Germany, which sets an example for the legislative efforts in our country, especially in some countries of the USA and the EU. A Guide on Commercial Advertising and Unfair Commercial Practices by Social Media Influencers has been published in our country. In this study, a general evaluation was made in the light of all the aforementioned regulations.

 Social media affects peoples lives in many areas all over the world. One of these areas is purchasing habits. Consumers tend to buy products that they see on social media and that they are influenced by. Influencers are the ones who direct the purchasing preferences of their followers and almost completely transform their advertising methods. These people are called social media influencers in our country. Social media influencers make an agreement with the manufacturer of the product they are promoting for product promotionadvertising. When promoting a product, social media influencers usually make recommendations as a result of using and experiencing the product. As a result of these recommendations, the sales of the product increase with the effects on social media. Advertisements made by influencers on social media were not subject to any legal regulation in the world for a long time. Important regulations have been made regarding product advertisements made on social media, especially in Germany, which sets an example for the legislative efforts in our country, especially in some countries of the USA and the EU. A Guide on Commercial Advertising and Unfair Commercial Practices by Social Media Influencers has been published in our country. In this study, a general evaluation was made in the light of all the aforementioned regulations.

 Social media affects peoples lives in many areas all over the world. One of these areas is purchasing habits. Consumers tend to buy products that they see on social media and that they are influenced by. Influencers are the ones who direct the purchasing preferences of their followers and almost completely transform their advertising methods. These people are called social media influencers in our country. Social media influencers make an agreement with the manufacturer of the product they are promoting for product promotionadvertising. When promoting a product, social media influencers usually make recommendations as a result of using and experiencing the product. As a result of these recommendations, the sales of the product increase with the effects on social media. Advertisements made by influencers on social media were not subject to any legal regulation in the world for a long time. Important regulations have been made regarding product advertisements made on social media, especially in Germany, which sets an example for the legislative efforts in our country, especially in some countries of the USA and the EU. A Guide on Commercial Advertising and Unfair Commercial Practices by Social Media Influencers has been published in our country. In this study, a general evaluation was made in the light of all the aforementioned regulations.

 Sosyal medya, tüm dünyada insanların yaşamlarını birçok alanda etkilemektedir. Bu alanlardan biri de satın alma alışkanlıklarıdır. Tüketiciler sosyal medyada gördükleri ve etki altında kaldıkları ürünleri satın alma eğilimi göstermektedir. Takipçilerinin satın alma tercihlerini yönlendiren ve reklam yöntemlerinin neredeyse tamamen dönüştürenler ise influencerlardır. Bu kişiler, ülkemizde sosyal medya etkileyicisi olarak adlandırılmaktadır. Sosyal medya etkileyicileri, ürün tanıtımıreklamı için tanıttıkları ürünün üreticisi ile bir anlaşma yapmaktadır. Sosyal medya etkileyicileri bir ürünü tanıtırken genellikle ürünün kullanılması ve deneyimlenmesi sonucunda tavsiyede bulunmaktadır. Bu tavsiyeler sonucunda sosyal medyadaki etkileriyle ürünün satışı da artmaktadır. Sosyal medya etkileyicilerinin sosyal medya üzerinden yaptıkları reklamlar, dünyada uzun süre herhangi bir kanuni düzenlemeye tabi değildi. Başta ABD ve ABnin bazı ülkelerinde ve özellikle Almanyada, sosyal medya üzerinden gerçekleştirilen ürün reklamlarına ilişkin önemli düzenlemeler yapılmıştır. Ülkemizde ise Sosyal Medya Etkileyicileri Tarafından Yapılan Ticari Reklam ve Haksız Ticari Uygulamalar Hakkında Kılavuz yayımlanmıştır. Bu çalışmada anılan tüm düzenlemeler ışığında sosyal medya etkileyicilerinin yaptığı reklamlara ilişkin bir değerlendirme yapılmıştır.

Article Details

A Comprehensive Analysis on The Advertisement Patterns of Influencers

Authors:

Pınar Aktaş Avci

Publisher:

Anadolu University

Main Topics:

Hukuk

Journal:

Anadolu Üniversitesi Hukuk Fakültesi Dergisi Vol.9 Issue 2, pp.269-292

Document Type:

Article

Publication Date:

7/2023

Document Language:

Turkish

Document ID (Org No.):

2001296547

pISSN:

2687-394X

Influencer

Social Media

Advertising

Advertisement Tag

Misleading AdvertisingSosyal Medya Etkileyicisi

Sosyal Medya

Reklam

Reklam Etiketleri

Aldatıcı Reklam

Issues

Article Details

Authors: Pınar Aktaş Avci

Publisher: Anadolu University

Main Topics: Hukuk

Journal: Anadolu Üniversitesi Hukuk Fakültesi Dergisi Vol.9 Issue 2, pp.269-292

Document Type: Article

Publication Date: 7/2023

Document Language: Turkish

Document ID (Org No.): 2001296547

pISSN: 2687-394X

Issues

Authors:

Pınar Aktaş Avci

Publisher:

Anadolu University

Main Topics:

Hukuk

Journal:

Anadolu Üniversitesi Hukuk Fakültesi Dergisi Vol.9 Issue 2, pp.269-292

Document Type:

Article

Publication Date:

7/2023

Document Language:

Turkish

Document ID (Org No.):

2001296547

pISSN:

2687-394X