An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure
Brands are partnering with celebrities in both traditional and new media. Instagram is one of the widely used social media platforms where brands are trying to reach their target audiences. Celebrities are using this platform not only to connect with their fans, but also partner with brands. This st...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Selcuk University Press
2021-01-01
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| Series: | Selçuk İletişim |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/1214130 |
| _version_ | 1826904270533820416 |
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| author | A. Mücahid Zengin Güldane Zengin |
| author_facet | A. Mücahid Zengin Güldane Zengin |
| author_sort | A. Mücahid Zengin |
| collection | DOAJ |
| description | Brands are partnering with celebrities in both traditional and new media. Instagram is one of the widely used social media platforms where brands are trying to reach their target audiences. Celebrities are using this platform not only to connect with their fans, but also partner with brands. This study examines the posts made by Turkish celebrities on Instagram and aims to reveal the ways brands are featured in these posts. In addition, this study aims to reveal the level of sponsorship disclosure on these posts. 354 posts of 36 celebrities were found to include a visible or audible brand name, logo, slogan or an identifiable product and product package. Most prominent way of featuring a brand in a post was found to be “@mention” with 62,7%. It was also found that in 66,9% of the posts, celebrity was pictured with the brand. Out of the 354 branded posts made by celebrities, only 3,7% found to be including a sponsorship disclosure although regulations prohibit covert advertising and stipulates disclosure of product placement. |
| first_indexed | 2024-03-09T02:33:24Z |
| format | Article |
| id | doaj.art-53eb3561f7614722bc87386254d660a3 |
| institution | Directory Open Access Journal |
| issn | 2148-2942 |
| language | English |
| last_indexed | 2025-02-17T08:08:44Z |
| publishDate | 2021-01-01 |
| publisher | Selcuk University Press |
| record_format | Article |
| series | Selçuk İletişim |
| spelling | doaj.art-53eb3561f7614722bc87386254d660a32025-01-03T00:01:43ZengSelcuk University PressSelçuk İletişim2148-29422021-01-0114112210.18094/josc.773238154An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship DisclosureA. Mücahid Zengin0Güldane Zengin1NECMETTİN ERBAKAN ÜNİVERSİTESİSelçuk ÜniversitesiBrands are partnering with celebrities in both traditional and new media. Instagram is one of the widely used social media platforms where brands are trying to reach their target audiences. Celebrities are using this platform not only to connect with their fans, but also partner with brands. This study examines the posts made by Turkish celebrities on Instagram and aims to reveal the ways brands are featured in these posts. In addition, this study aims to reveal the level of sponsorship disclosure on these posts. 354 posts of 36 celebrities were found to include a visible or audible brand name, logo, slogan or an identifiable product and product package. Most prominent way of featuring a brand in a post was found to be “@mention” with 62,7%. It was also found that in 66,9% of the posts, celebrity was pictured with the brand. Out of the 354 branded posts made by celebrities, only 3,7% found to be including a sponsorship disclosure although regulations prohibit covert advertising and stipulates disclosure of product placement.https://dergipark.org.tr/tr/download/article-file/1214130sponsorship disclosurecelebrity endorsementsocial mediainstagrampaid partnershipsponsorluk bildirimiünlü desteğisosyal medyainstagramücretli ortaklık |
| spellingShingle | A. Mücahid Zengin Güldane Zengin An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure Selçuk İletişim sponsorship disclosure celebrity endorsement social media paid partnership sponsorluk bildirimi ünlü desteği sosyal medya ücretli ortaklık |
| title | An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure |
| title_full | An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure |
| title_fullStr | An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure |
| title_full_unstemmed | An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure |
| title_short | An Analysis on the Ways Brands Are Featured in Celebrity Posts on Instagram and the Level of Sponsorship Disclosure |
| title_sort | analysis on the ways brands are featured in celebrity posts on instagram and the level of sponsorship disclosure |
| topic | sponsorship disclosure celebrity endorsement social media paid partnership sponsorluk bildirimi ünlü desteği sosyal medya ücretli ortaklık |
| url | https://dergipark.org.tr/tr/download/article-file/1214130 |
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