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EVALUATION OF PERSONAL BRAND MIX 7C IN TERMS OF YOUTUBERS

Yıl 2022, Cilt: 24 Sayı: 2, 683 - 706, 30.06.2022
https://doi.org/10.16953/deusosbil.1092360

Öz

Personal branding is about people positioning themselves in the market they are in. Today, especially after the rapid developments in the digital world, personal branding has started to manage its relations with its target audiences through social media channels. With the differentiation of the personal brand, especially with the development of social media, 7P which is known as the marketing mix and has started to turn into 7C (Character, Credibility, Channels, Content, Contacts, Consistency) over time.
The purpose of this research is to investigate the perceptions of follower groups of Youtubers, one of the most visible faces of personal branding, based on 7C. The interviews have been conducted by applying a qualitative research methodology. The research questions were formed to cover 7Cs. At the end of the interviews, the data collected from the participants were analyzed by using content analysis. Since the studies based on 7C are not many in the marketing literature, it is thought that the study will create a unique contribution value in this sense. It also differs in that it deals with the subject of YouTubers, who are on the agenda of the last period and each of them has turned into a personal brand with its own channel. As a result of the study, it was revealed that the content and the credibility are gained the most by the participants from the 7Cs. This study focuses on social media phenomena within the scope of 7C. This can be generalized in other studies.

Kaynakça

  • Albubaian, M. Qurishi, M. (2019), Credibility in online social networks: a survey, Computer Science,(7) https://doi:10.1109/ACCESS.2018.2886314
  • Alnaser, F., Ghani, M. A., Rahi, S. (2017). Determinants of customer loyalty: the role of service quality, customer satisfaction and bank image of islamic banks in palestine. Int J Econ Manag, (6)- 461. DOI: 10.4172/2162-6359.1000461
  • Amalia, T. W., Satvikadewi, P. (2020). Personal branding content creator Arif Muhammad Jurnal Representamen. 6(1).
  • Anjani, H., Irham, I., Waluyati, L. R. (2018). Relationship of 7p marketıing mix a consumer’s loyalty in traditional markets, Agro Ekonomi, 29(2), https://doi.org/10.22146/ae.36400
  • Baltezarevic, V., Milovanovic, S. (2014), Personal branding, Faculty of Business Economics and Entrepreneurship, Belgrade, 245-259.
  • Baltezarevic, R., Milovanovic, S. (2014), Personal branding, management, marketing and communication: current and future trends, Faculty of Business Economics and Entrepreneurship, Belgrade, 245-259.
  • Baltezarevic, R., Kwiatek, P. & Baltezarevic, V. (2019), The ımpact of virtual communities on culturel identity, Symposion 6(1), 7-22. DOI: 10.5840/symposion2019611
  • Benjamin, V., Guillaume, L. & Sasaki, N (2017). Students’ perception of online personal branding on social media sites,11-12. Linnaeus University, Sweden.
  • Chen, C.-P. (2013). Exploring Personal Branding on YouTube. Journal of Internet Commerce, 12(4), 332–347. doi:10.1080/15332861.2013.859041
  • Dedeoglu, A. Ö., Kabasakal, E. (2019). Consumer anxiety, well-beig and social media use: the case of #HealthyNutrition. Ege Academic Review,19(3), 341-357, Doi: 10.21121/eab.536840
  • Denham- Smith, J., Harvidsson, P. (2017), Content marketing’s effect on customer engagement, (Degree Project), University of Boras Sweden.
  • Deveci, F. G. (2019), The preferences of individuals and motivations, incentives of Youtubers , (Unpublished doctoral dissertation) Atatürk Üniversitesi, Institute of Social Science, Erzurum.
  • Eiglier, P., Langeard, E. (1976), “Principle of marketing policy for companies of service ”, (working paper), Institute of Business Administration, University from Aix-Marseille
  • Faliagka, E., Ramantas, K., Rigou, M., Sirmakessis, S. (2018). Measuring Personal Branding in Social Media: Towards an Influence Indication Score. In: Garrigós, I., Wimmer, M. (eds) Current Trends in Web Engineering. ICWE 2017. Lecture Notes in Computer Science vol.10544. Springer, Cham. https://doi.org/10.1007/978-3-319-74433-9_23
  • Goh, Y., Heng, C. S., Lin, Z. (2013), Social media brand community and consumer behavior: quantifying the relative impact of user- and marketer-generated content. Information Systems Research 24(1). DOI: 10.2139/ssrn.2048614
  • Grzesiak, M. (2018). Personal Brand Creation in the Digital Age. doi:10.1007/978-3-319-69697-3
  • Gürel, E., Arslan, E. (2020), Personal brand and personal branding: a literature review, Sosyal Bilimler Araştırmaları Dergisi,10 (3), 694-706. https://doi.org/10.48146/odusobiad.788591
  • Hill, N. (1937). Think and grow rich, The Ralston Publishing Co. Cleveland, Ohio
  • Ishihara, Y. Y. U., Oktavianti, R. (2021). Personal Branding Influencer di Media Sosial TikTok. Koneksi, 5(1), 76-82.
  • Kaytaz Yiğit, M. (2021). Kişisel Markalaşma Üzerine Bir Derleme Çalışması. International Journal of Society Researches. 18(39). DOI: 10.26466/opus.846679
  • Kırcaova, I., Enginkaya, E. (2015). Social media marketing, Publisher: Beta
  • Kotler, P. and Armstrong, K. (2010). Principles of marketing, (Global edition) Pearson Prentice Hall: New Jersey.
  • Kuitunen, M. (2019). Building a successful personal brand on youtube. Bachelor’s Thesis. Haaga-Helia University of Applied Sciences.
  • Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37–50. doi:10.1016/j.intmar.2010.09.00
  • Lickona, T. (1991). Educating for character: how school can teach respect and responsibility. New York: Bantam
  • Lois, D., Candraningrum, D. A. (2021). Personal branding content creator di media sosial instagram. Koneksi EISSN 2598-0785, 5(2): 329-337.
  • Luthfia, A., Karenina. (2019). Youtuber personal branding content analysis. A study on indonesian youtuber “atta halilintar” International Journal of Advanced Trends in Computer Science and Engineering 8(6):3074-3080
  • Nanayakkara, N.W.O.K.D.S.P. and Dissanayake, D.M.R. (2020). Application of Social Media for Personal Branding: A Conceptual Review, The International Journal Of Business & Management, 08(1), P.153.
  • Niemien, L. (2016). Personal branding on social media The characteristics of strong personal brands in Finland. Turku School of Economics. Master´s Thesis in Marketing
  • Ozdemir, M. (2010). Nitel Veri Analizi: Sosyal Bilimlerde Yöntembilim Sorunsalı Üzerine Bir Çalışma . Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi,11(1),323-343.Retrieved from https://dergipark.org.tr/tr/pub/ogusbd/issue/10997/131612
  • Peters, T. (1997). The Brand Called You. Retrieved on August 27 from http://www.fastcompany.com/28905/brand-called-you.
  • Petruca, I. (2016). Personal branding through social media. International Journal of Communication Research; Iasi Vol. 6, Iss. 4, (Oct/Dec 2016): 389-392.
  • Pogorelova, E. V. , Yakhneeva, I. V., Agafonova, A. N. And Prokubovskaya, A. O. (2016). Marketing mix for e-commerce, International Journal Of Environmental and Science Education, 11(14), 6744- 6759.
  • Sahu, A. K., Mahapatra, R. K., Padhy, S. (2008), ,, Information Management in New Millennium Applications of 4Ps.
  • Sharifzadeh, Z., Brison, N.T. and Bennett, G. (2021), "Personal branding on Instagram: an examination of Iranian professional athletes", Sport, Business and Management, 11(5), 556-574. https://doi.org/10.1108/SBM-01-2021-0007
  • Silaban, S. I., Dida, S., Perbawasari, S. (2019). Personal branding yulia baltschun sebagai diet influencer melalui youtube. Journal Komunikasi Universitas Garut. 5(2).
  • Simons, T. (2002), Behavioral integrity: The perceived alignment between managers’ words and deeds as a research focus, Organization Science, 13(1) https://doi.org/10.1287/orsc.13.1.18.543
  • Stephan, U., Uhlaner, L. M., Stride, C. (2015). Institutıons and social entrepreneurship: the role of ınstitutional voids, ınstitutional support, and ınstitutional configurations, Journal of International Business Studies (2015) 46,308–33. https://doi.org/10.1057/jibs.2014.38
  • Tarnovskaya, V. (2017). Reinventing personal branding building a personal brand through content on Youtube. Journal of International Business Research and Marketing, 3(1), 29-35. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.31.3005
  • Tellioğlu, S. (2018). 7P Ekseninde Engelli Turizm Pazarlaması Prof. Dr. Mahmut Tekin2. ULUSLARARASI SOSYAL BİLİMLER, 10.
  • Thompson, A. (1989). Customer contact personnel: using interviewing techniques to select for adaptability in service employees. The Journal of Services Marketing. 3(1). Pp. 57-65 Winter
  • Turan, İ. (2014). Karakter Eğitimi: Amerika Örneği, Marife, Bahar 2014, pp. 75-92
  • Udenze, S. (2019). A Netnographic study of personal branding on instagram. International Journal of Economics & Business ISSN: 2717-3151, 3(2), 211 – 217.
  • Urbanová, M., Slind, T. (2016). Successful Personal Branding on Social Media Creating and building a personal brand via content on YouTube. Lund University. Master Thesis.
  • Vasconcelos, L. ., & Rua, O. L. . (2021). Personal Branding on Social Media: The Role of Influencers. E- Revista De Estudos Interculturais, 3(9, Vol. 3). https://doi.org/10.34630/erei.v3i9.4232
  • Vencitue, D. (2019). The 7C’s: Towards a better understanding of personal branding. https://www.linkedin.com/pulse/7cs-towards-better-understanding-personal-branding-venci%C5%ABt%C4%97-phd/ (Retrieved on: 22.08.2021
  • Yiğit, M. (2021). A literature review on personal branding, International Journal of Society Researches, 11(18), DOI: 10.26466/opus.846679
  • Yüksel, H. F. (2016), Factors affecting purchase intention in Youtube videos, The Journal of Knowledge Economy & Knowledge Management,11(11)
  • Wang, R., Chan- Olmsted, S. (2020). Content marketing strategy of branded Youtube channels. Journal of Media Business Studies. 17(3-4), 294-316 https://doi.org/10.1080/16522354.2020.1783130
  • Wetsch, L. R. (2012). A Personal Branding Assignment Using Social Media. Journal of Advertising Education, 16(1), 30–36. doi:10.1177/109804821201600106

YOUTUBER’LARIN KİŞİSEL MARKALAMANIN 7C’Sİ AÇISINDAN DEĞERLENDİRİLMESİ

Yıl 2022, Cilt: 24 Sayı: 2, 683 - 706, 30.06.2022
https://doi.org/10.16953/deusosbil.1092360

Öz

Kişisel markalaşma, insanların içinde bulundukları pazarda kendilerini konumlandırmalarıyla ilgilidir. Günümüzde özellikle dijital dünyadaki bu hızlı gelişmelerin ardından kişisel markalaşma, hedef kitleleri ile olan ilişkilerini sosyal medya kanalları üzerinden yönetmeye başlamışlardır. Kişisel markalaşmanın farklılaşması, özellikle sosyal medyanın gelişmesiyle birlikte pazarlama karması olan 7P, zamanla 7C'ye dönüşmeye başlamıştır (Karakter, Güvenilirlik, Kanallar, İçerik, İletişim Kurmak, Tutarlılık).
Bu araştırmanın amacı, kişisel markalaşmanın en görünür yüzlerinden biri olan Youtuber'lar hakkında takipçilerin algılarını 7C'den yola çıkarak incelemektir. Nitel araştırma yönteminin bir türü olan görüşme yöntemi ile gerçekleştirilmiştir. Araştırmada 7 C'yi kapsayacak şekilde araştırma soruları oluşturulmuştur. 7C'yi baz alarak yapılan çalışmalar pazarlama literatüründe fazla olmadığı için bu anlamda çalışmanın özgün katkı değeri yaratacağı düşünülmektedir. Konuyu son dönemin gündeminde olan ve her biri kendi kanalı ile kişisel markaya dönüşen YouTuber'larla ele alması bakımından da farklılaşmaktadır. Çalışma sonucunda katılımcıların 7C içinde en çok içerik ve inandırıcılığa önem verdiği ortaya çıkmıştır. Gelecekteki çalışmalar spesifik bir sektöre odaklanabilir. Bu çalışmada 7C kapsamında sosyal medya fenomenlerine odaklanılmıştır. Başka çalışmalarda bu daha genelleştirilebilir.

Kaynakça

  • Albubaian, M. Qurishi, M. (2019), Credibility in online social networks: a survey, Computer Science,(7) https://doi:10.1109/ACCESS.2018.2886314
  • Alnaser, F., Ghani, M. A., Rahi, S. (2017). Determinants of customer loyalty: the role of service quality, customer satisfaction and bank image of islamic banks in palestine. Int J Econ Manag, (6)- 461. DOI: 10.4172/2162-6359.1000461
  • Amalia, T. W., Satvikadewi, P. (2020). Personal branding content creator Arif Muhammad Jurnal Representamen. 6(1).
  • Anjani, H., Irham, I., Waluyati, L. R. (2018). Relationship of 7p marketıing mix a consumer’s loyalty in traditional markets, Agro Ekonomi, 29(2), https://doi.org/10.22146/ae.36400
  • Baltezarevic, V., Milovanovic, S. (2014), Personal branding, Faculty of Business Economics and Entrepreneurship, Belgrade, 245-259.
  • Baltezarevic, R., Milovanovic, S. (2014), Personal branding, management, marketing and communication: current and future trends, Faculty of Business Economics and Entrepreneurship, Belgrade, 245-259.
  • Baltezarevic, R., Kwiatek, P. & Baltezarevic, V. (2019), The ımpact of virtual communities on culturel identity, Symposion 6(1), 7-22. DOI: 10.5840/symposion2019611
  • Benjamin, V., Guillaume, L. & Sasaki, N (2017). Students’ perception of online personal branding on social media sites,11-12. Linnaeus University, Sweden.
  • Chen, C.-P. (2013). Exploring Personal Branding on YouTube. Journal of Internet Commerce, 12(4), 332–347. doi:10.1080/15332861.2013.859041
  • Dedeoglu, A. Ö., Kabasakal, E. (2019). Consumer anxiety, well-beig and social media use: the case of #HealthyNutrition. Ege Academic Review,19(3), 341-357, Doi: 10.21121/eab.536840
  • Denham- Smith, J., Harvidsson, P. (2017), Content marketing’s effect on customer engagement, (Degree Project), University of Boras Sweden.
  • Deveci, F. G. (2019), The preferences of individuals and motivations, incentives of Youtubers , (Unpublished doctoral dissertation) Atatürk Üniversitesi, Institute of Social Science, Erzurum.
  • Eiglier, P., Langeard, E. (1976), “Principle of marketing policy for companies of service ”, (working paper), Institute of Business Administration, University from Aix-Marseille
  • Faliagka, E., Ramantas, K., Rigou, M., Sirmakessis, S. (2018). Measuring Personal Branding in Social Media: Towards an Influence Indication Score. In: Garrigós, I., Wimmer, M. (eds) Current Trends in Web Engineering. ICWE 2017. Lecture Notes in Computer Science vol.10544. Springer, Cham. https://doi.org/10.1007/978-3-319-74433-9_23
  • Goh, Y., Heng, C. S., Lin, Z. (2013), Social media brand community and consumer behavior: quantifying the relative impact of user- and marketer-generated content. Information Systems Research 24(1). DOI: 10.2139/ssrn.2048614
  • Grzesiak, M. (2018). Personal Brand Creation in the Digital Age. doi:10.1007/978-3-319-69697-3
  • Gürel, E., Arslan, E. (2020), Personal brand and personal branding: a literature review, Sosyal Bilimler Araştırmaları Dergisi,10 (3), 694-706. https://doi.org/10.48146/odusobiad.788591
  • Hill, N. (1937). Think and grow rich, The Ralston Publishing Co. Cleveland, Ohio
  • Ishihara, Y. Y. U., Oktavianti, R. (2021). Personal Branding Influencer di Media Sosial TikTok. Koneksi, 5(1), 76-82.
  • Kaytaz Yiğit, M. (2021). Kişisel Markalaşma Üzerine Bir Derleme Çalışması. International Journal of Society Researches. 18(39). DOI: 10.26466/opus.846679
  • Kırcaova, I., Enginkaya, E. (2015). Social media marketing, Publisher: Beta
  • Kotler, P. and Armstrong, K. (2010). Principles of marketing, (Global edition) Pearson Prentice Hall: New Jersey.
  • Kuitunen, M. (2019). Building a successful personal brand on youtube. Bachelor’s Thesis. Haaga-Helia University of Applied Sciences.
  • Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37–50. doi:10.1016/j.intmar.2010.09.00
  • Lickona, T. (1991). Educating for character: how school can teach respect and responsibility. New York: Bantam
  • Lois, D., Candraningrum, D. A. (2021). Personal branding content creator di media sosial instagram. Koneksi EISSN 2598-0785, 5(2): 329-337.
  • Luthfia, A., Karenina. (2019). Youtuber personal branding content analysis. A study on indonesian youtuber “atta halilintar” International Journal of Advanced Trends in Computer Science and Engineering 8(6):3074-3080
  • Nanayakkara, N.W.O.K.D.S.P. and Dissanayake, D.M.R. (2020). Application of Social Media for Personal Branding: A Conceptual Review, The International Journal Of Business & Management, 08(1), P.153.
  • Niemien, L. (2016). Personal branding on social media The characteristics of strong personal brands in Finland. Turku School of Economics. Master´s Thesis in Marketing
  • Ozdemir, M. (2010). Nitel Veri Analizi: Sosyal Bilimlerde Yöntembilim Sorunsalı Üzerine Bir Çalışma . Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi,11(1),323-343.Retrieved from https://dergipark.org.tr/tr/pub/ogusbd/issue/10997/131612
  • Peters, T. (1997). The Brand Called You. Retrieved on August 27 from http://www.fastcompany.com/28905/brand-called-you.
  • Petruca, I. (2016). Personal branding through social media. International Journal of Communication Research; Iasi Vol. 6, Iss. 4, (Oct/Dec 2016): 389-392.
  • Pogorelova, E. V. , Yakhneeva, I. V., Agafonova, A. N. And Prokubovskaya, A. O. (2016). Marketing mix for e-commerce, International Journal Of Environmental and Science Education, 11(14), 6744- 6759.
  • Sahu, A. K., Mahapatra, R. K., Padhy, S. (2008), ,, Information Management in New Millennium Applications of 4Ps.
  • Sharifzadeh, Z., Brison, N.T. and Bennett, G. (2021), "Personal branding on Instagram: an examination of Iranian professional athletes", Sport, Business and Management, 11(5), 556-574. https://doi.org/10.1108/SBM-01-2021-0007
  • Silaban, S. I., Dida, S., Perbawasari, S. (2019). Personal branding yulia baltschun sebagai diet influencer melalui youtube. Journal Komunikasi Universitas Garut. 5(2).
  • Simons, T. (2002), Behavioral integrity: The perceived alignment between managers’ words and deeds as a research focus, Organization Science, 13(1) https://doi.org/10.1287/orsc.13.1.18.543
  • Stephan, U., Uhlaner, L. M., Stride, C. (2015). Institutıons and social entrepreneurship: the role of ınstitutional voids, ınstitutional support, and ınstitutional configurations, Journal of International Business Studies (2015) 46,308–33. https://doi.org/10.1057/jibs.2014.38
  • Tarnovskaya, V. (2017). Reinventing personal branding building a personal brand through content on Youtube. Journal of International Business Research and Marketing, 3(1), 29-35. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.31.3005
  • Tellioğlu, S. (2018). 7P Ekseninde Engelli Turizm Pazarlaması Prof. Dr. Mahmut Tekin2. ULUSLARARASI SOSYAL BİLİMLER, 10.
  • Thompson, A. (1989). Customer contact personnel: using interviewing techniques to select for adaptability in service employees. The Journal of Services Marketing. 3(1). Pp. 57-65 Winter
  • Turan, İ. (2014). Karakter Eğitimi: Amerika Örneği, Marife, Bahar 2014, pp. 75-92
  • Udenze, S. (2019). A Netnographic study of personal branding on instagram. International Journal of Economics & Business ISSN: 2717-3151, 3(2), 211 – 217.
  • Urbanová, M., Slind, T. (2016). Successful Personal Branding on Social Media Creating and building a personal brand via content on YouTube. Lund University. Master Thesis.
  • Vasconcelos, L. ., & Rua, O. L. . (2021). Personal Branding on Social Media: The Role of Influencers. E- Revista De Estudos Interculturais, 3(9, Vol. 3). https://doi.org/10.34630/erei.v3i9.4232
  • Vencitue, D. (2019). The 7C’s: Towards a better understanding of personal branding. https://www.linkedin.com/pulse/7cs-towards-better-understanding-personal-branding-venci%C5%ABt%C4%97-phd/ (Retrieved on: 22.08.2021
  • Yiğit, M. (2021). A literature review on personal branding, International Journal of Society Researches, 11(18), DOI: 10.26466/opus.846679
  • Yüksel, H. F. (2016), Factors affecting purchase intention in Youtube videos, The Journal of Knowledge Economy & Knowledge Management,11(11)
  • Wang, R., Chan- Olmsted, S. (2020). Content marketing strategy of branded Youtube channels. Journal of Media Business Studies. 17(3-4), 294-316 https://doi.org/10.1080/16522354.2020.1783130
  • Wetsch, L. R. (2012). A Personal Branding Assignment Using Social Media. Journal of Advertising Education, 16(1), 30–36. doi:10.1177/109804821201600106
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Sevtap Ünal 0000-0002-3227-0756

Gülşah Karslı 0000-0001-7828-5091

Yayımlanma Tarihi 30 Haziran 2022
Gönderilme Tarihi 23 Mart 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 24 Sayı: 2

Kaynak Göster

APA Ünal, S., & Karslı, G. (2022). EVALUATION OF PERSONAL BRAND MIX 7C IN TERMS OF YOUTUBERS. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(2), 683-706. https://doi.org/10.16953/deusosbil.1092360