EXAMINING THE RELATIONSHIP BETWEEN INFLUENCER MARKETING AND RHETORIC THROUGH SOCIAL MEDIA INFLUENCER EXAMPLES
Abstract
With digitalization, influencer marketing has become an important tool for brands to interact with their target audiences. The research aims to understand the impact of influencers (social media influencers-SMEs) on consumers within the framework of the historical concept, phenomenon and rhetorical elements (ethos-credibility, pathos-emotional connection and logos-logical/persuasion). In the research, the changing target points of social media influencers and the differences in their marketing strategies were discussed using the descriptive qualitative rhetorical analysis method. The study examined how rhetorical elements are used in influencer marketing and evaluated the marketing strategies of three different social media influencers (Cristiano Ronaldo, Selena Gomez and MrBeast) from the perspectives of ethos, pathos and logos. The findings of the study reveal that each social media influencer develops different rhetorical strategies suitable for their own field and follower audience. While Ronaldo adopts a credibility-based approach for sports and health products; Gomez focuses on social responsibility projects by establishing emotional connections; and MrBeast produces interaction-oriented content that combines entertainment and social benefit. The results of the study show that influencer marketing has a multifaceted effect on consumer decisions. It is seen that social media influencers not only promote brands but also undertake important roles such as creating communities, building identities and leading social responsibility projects. In this context, the study offers new perspectives in the field of digital marketing by revealing how rhetoric is used in the interaction of social media influencers with their audiences.
Keywords
Influencer Social Media Influencer Influencer Marketing Rhetoric Ethos Pathos Logos Social Media
References
- AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A. M., Al-Dmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. In Review of International Business and Strategy (Vol. 31, Issue 3, p. 355). Emerald Publishing Limited. https://doi.org/10.1108/ribs-07-2020-0089
- Alkaraan, F., Albahloul, M., & Hussainey, K. (2022). Carillion’s strategic choices and the boardroom’s strategies of persuasive appeals: ethos, logos and pathos. In Journal of Applied Accounting Research (Vol. 24, Issue 4, p. 726). Emerald Publishing Limited. https://doi.org/10.1108/jaar-06-2022-0134
- All, M. H. Et. (2023). Impact of Influencer Marketing on Consumer Behavior : An Analytical Study. In Tuijin Jishu/Journal of Propulsion Technology (Vol. 44, Issue 4, p. 3160). Science and Engineering Research Support Society. https://doi.org/10.52783/tjjpt.v44.i4.1410
- Angraini, N. (2023). Social media marketing ınfluencer: Literature review on promotional strategies using the ınfluence of social media celebrities. In International Journal of Economic Research and Financial Accounting (IJERFA) (Vol. 1, Issue 4). https://doi.org/10.55227/ijerfa.v1i4.42
INFLUENCER PAZARLAMASI VE RETORİK İLİŞKİSİNİ SOSYAL MEDYA ETKİLEYİCİLERİ ÖRNEKLERİ ÜZERİNDEN İNCELEMEK
Abstract
Dijitalleşme ile birlikte influencer pazarlaması, markaların hedef kitleleriyle etkileşim kurmasında önemli bir araç haline gelmiştir. Araştırma tarihsel retorik kavramı, olgusu ve retorik unsurları çerçevesinde (ethos-güvenilirlik, pathos-duygusal bağ ve logos-mantıklı/ikna), influencerların (sosyal medya etkileyicisi-SME) tüketiciler üzerindeki etkisini anlamayı amaçlamaktadır. Araştırmada betimleyici nitel retorik analizi yöntemi kullanılarak sosyal medya etkileyicilerinin değişen hedef noktaları ve pazarlama stratejilerindeki farklılaşmalar ele alınmıştır. Çalışmada influencer pazarlamasında retorik öğelerin nasıl kullanıldığı incelenmiş ve üç farklı sosyal medya etkileyicisinin (Cristiano Ronaldo, Selena Gomez ve MrBeast) pazarlama stratejileri ethos, pathos ve logos perspektiflerinden değerlendirilmiştir. Çalışmanın bulgularına göre her sosyal medya etkileyicisinin kendi alanına ve takipçi kitlesine uygun farklı retorik stratejiler geliştirdiğini ortaya koymaktadır. Ronaldo spor ve sağlık ürünleri için güvenilirlik temelli bir yaklaşım benimserken; Gomez duygusal bağ kurarak sosyal sorumluluk projelerine odaklanmakta; MrBeast ise eğlence ve toplumsal faydayı birleştiren etkileşim odaklı içerikler üretmektedir. Araştırmanın sonuçları influencer pazarlamasının tüketici kararları üzerinde çok yönlü bir etkiye sahip olduğunu göstermektedir. Sosyal medya etkileyicilerinin sadece marka tanıtımı yapmadığı aynı zamanda topluluk oluşturma, kimlik inşası ve sosyal sorumluluk projelerine öncülük etme gibi önemli roller üstlendiği görülmektedir. Bu bağlamda çalışma, Sosyal medya etkileyicilerinin kitleleriyle olan etkileşiminde retoriğin nasıl kullanıldığını ortaya koyarak, dijital pazarlama alanında yeni bakış açıları sunmaktadır.
Keywords
Influencer Sosyal Medya Etkileyicisi Influencer Pazarlaması Retorik Ethos Pathos Logos Sosyal Medya
References
- AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A. M., Al-Dmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. In Review of International Business and Strategy (Vol. 31, Issue 3, p. 355). Emerald Publishing Limited. https://doi.org/10.1108/ribs-07-2020-0089
- Alkaraan, F., Albahloul, M., & Hussainey, K. (2022). Carillion’s strategic choices and the boardroom’s strategies of persuasive appeals: ethos, logos and pathos. In Journal of Applied Accounting Research (Vol. 24, Issue 4, p. 726). Emerald Publishing Limited. https://doi.org/10.1108/jaar-06-2022-0134
- All, M. H. Et. (2023). Impact of Influencer Marketing on Consumer Behavior : An Analytical Study. In Tuijin Jishu/Journal of Propulsion Technology (Vol. 44, Issue 4, p. 3160). Science and Engineering Research Support Society. https://doi.org/10.52783/tjjpt.v44.i4.1410
- Angraini, N. (2023). Social media marketing ınfluencer: Literature review on promotional strategies using the ınfluence of social media celebrities. In International Journal of Economic Research and Financial Accounting (IJERFA) (Vol. 1, Issue 4). https://doi.org/10.55227/ijerfa.v1i4.42
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Communication Studies, Communication Technology and Digital Media Studies, New Media |
| Journal Section | Research Articles |
| Authors | |
| Publication Date | April 28, 2025 |
| Submission Date | March 6, 2025 |
| Acceptance Date | April 9, 2025 |
| Published in Issue | Year 2025 Volume: 17 Issue: 2 |
