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Abstract


THE USE OF NATIVE ADVERTISING IN INFLUENCER MARKETING: A REVIEW IN TERMS OF POSTS OF THE MOST FOLLOWED CULTURE AND ART PEOPLE IN INSTAGRAM

Especially with proliferation of internet and smart technologies, time spent in front of the screen increases, and consumers are exposed to many advertisements during this time. Realizing that interest of consumers is gradually disappearing in this intense advertising flow, businesses turn to native advertising and try to present their ads as reflections of natural flow of life in a way that allows consumer to watch almost voluntarily. Besides, it is thought that consumers are inspired by people working in the field of culture and art, which they admire, and have positive attitude towards products that are used and referred by those people they feel close to themselves. In this context, based on the view that increasingly widespread influencer marketing uses native advertisements and that products used by influencers in their daily lives direct consumers, this study is evaluating how influencer marketing and native advertising practices use social media as their common use. In this direction, shares of Turkish culture and art people who are most followed on Instagram, which is the most effective platform for influencer marketing, have been examined in terms of native advertising content. In practice carried out as qualitative study, 1-year posts between 04.02.2020 and 04.02.2021 of 30 most-followed people in culture and art category selected through analogous sampling were examined according to whether they contained native advertising and the content of native advertisements are handled in 8 different categories: personal care and cosmetics, clothing, jewelry-accessories-shoes-bags, TV program - TV channel - production company, magazine, other, person and make-up artist-stylist-photographer-manager. As a result of the study, it was found that women shared more than men, the most shares were made in the make-up-stylist-photographer-manager category, least was in jewelry-accessories-shoes-bag category, and in all categories, women shared more than men. It is thought that the study will guide future studies for social media advertisements, which have an increasing application area against influencer marketing and native advertising.



Keywords
native advertising, influencer marketing, Instagram, social media



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