Dr. Cihan Becan, Lecturer at the Department of Advertising, Faculty of Communication, Üsküdar University, was a guest on the 'HaberVesaire Soruyor' program, broadcast on the RGB screen of Istanbul Bilgi University Faculty of Communication.
On the 'HaberVesaire Soruyor' program, broadcast on the RGB screen of Istanbul Bilgi University Faculty of Communication, the nature of Instagram, which has long been a leader in social media engagement statistics, was discussed. The program sought answers to questions about Instagram such as, 'What is on Instagram that is not on other platforms?', 'Why does Instagram encourage consumption?', and 'Is influencer marketing being used correctly?'. Questions posed by HaberVesaire reporters Tuğçe Ecem Sağır and Duygu Çağlayan were answered by Kayhan Dural, manager of the digital marketing agency 4129GREY, and Dr. Cihan Becan, Lecturer at the Department of Advertising, Faculty of Communication, Üsküdar University.
Dr. Lecturer Cihan Becan: “We wanted to see how this conspicuous consumption takes place”
HaberVesaire reporter Duygu Çağlayan asked Dr. Lecturer Cihan Becan, 'In your 2019 article, you examined consumer behavior on social media. Among dozens of social media applications in this research, you chose Instagram. Why did you choose Instagram?' Cihan Becan answered the question by saying, 'I assume you are asking in the context of conspicuous consumption. We conducted this study with an Iranian master's student of mine. We can say that Instagram usage in Turkey is at a certain level, but I wondered what it was like in Iran, and we tried to reveal this. I estimated that it was used to a certain extent in Iran. My student also tried to provide clear information in this regard. I thought we would have some difficulty, but if I'm not mistaken, we reached a subject group of around 250-280 people. With the research, we wanted to see how this conspicuous consumption takes place. Especially in states like Iran, there are restrictions on social media applications. My student had previously informed me that Telegram was used more in the country. As a result of our study, we saw that Telegram was used more predominantly.' Dr. Becan explained why they focused on Instagram in the study: 'We focused on Instagram because, by showing that consumption-oriented activity is not just about purchasing a product, we tried to further observe how people's shopping intentions and impulse buying behaviors, which are predominantly photo and visual applications, could be carried out much more easily on Instagram compared to Twitter and Facebook, and how this could affect people in terms of consumption. Of course, we tried to see how consumption activities would be affected, whether a more hedonistic consumption approach than rational was at the forefront, and how much Instagram could be used in connection with obtaining products by placing oneself in a symbolic framework. This is our reason for using Instagram. Our assumption that the motivation for following is concentrated more on products and services is the most fundamental reason for this.'
“Conspicuous consumption is a way for humans to express and define themselves with a product or object by disregarding their rational needs.”
Upon reporter Duygu Çağlayan's question, 'Could you please explain the concept of conspicuous consumption, which you also mentioned in your article?', Cihan Becan replied, 'In academic terms, conspicuous consumption is a way for people to express themselves through the products and brands they acquire, largely without considering their rational characteristics. That is, when I convey a message about myself, instead of saying 'I am this way or that way,' we can describe it as a consumption act aimed at displaying oneself with a message, using the products they obtain as a means of self-expression. In the study, we see that product categories primarily in cosmetics, clothing, and textiles were gathered. Conspicuous consumption is, in fact, a type of consumption exhibited irrationally by people, sometimes unable to answer why they even bought something, and aimed at satisfying themselves in some way, albeit momentarily, by fulfilling a temporary desire for consumption. Instagram was seen as an environment where one would act to show oneself by wearing that outfit. We can assume that this is valid in many parts of the world. I can also answer the question of why Instagram here. As a result of my research within the Iranian context, it has been revealed that cosmetic and clothing products are more popular in influencer marketing on Instagram. In fact, if we look at the research conducted, since our topic is influencers, Instagram, with up to 45% according to 2018 data, surpasses Twitter, Facebook, and YouTube as the social media platform where these types of consumption activities occur most frequently. Therefore, I can explain why Instagram is used in this way.'
Kayhan Dural: “If it didn’t have a difference, it couldn’t exist”
HaberVesaire Reporter Tuğçe Ecem Sağır asked Kayhan Dural, Manager of the Digital Marketing Agency, 'You provide training on creative content. What is the difference between Instagram content and other social media platforms?' Kayhan Dural answered as follows: 'Instagram must be different from other platforms. Because Instagram has its own dynamics. The content of each platform needs to be unique. The image you want to find when you enter Twitter is not the same as Instagram. These platforms don't have many commonalities. Because the issue of finding what you want comes into play here. The reason for a platform's existence is for something to be better than others. It can be visual, graphic, etc. At the same time, Instagram is also a different place emotionally. It is also a useful platform for brands. For example, for a person who scrolls quickly on Twitter, the reason for entering a 'story' or 'reel' on Instagram with the mindset of 'let me watch these quickly and get it over with' is this. It is a platform based on instant sharing and viewing. If it didn't have a difference, it couldn't exist.'
Dr. Becan: “Instagram is more budget-friendly compared to other advertising platforms”
HaberVesaire Reporter Duygu Çağlayan's question, 'Is Instagram's commercial purpose coming to the fore so much related to the nature of the platform? Or is it entirely a result of its management strategy? How did this change begin?' Dr. Becan answered as follows: 'From a brand perspective, a campaign will be launched with a certain cost. You will create the content yourself. You will also get feedback through certain research. However, some gaps may arise in terms of the target audience. After all, it is a mass effort. There is also another option. Your budget will be much more favorable than the previous option. In a mass campaign where you might use a celebrity, it won't look as artificial. You won't transform the content; you won't need to. You will already present the content through influencers, these individuals we call digital opinion leaders, and they will become your brand ambassadors. In terms of conversion, it can be seen through digital documents without any research. When we ask which one you would prefer, almost everyone would probably choose the second option. Therefore, its commercial transformation must also be for this reason. The brand can also be advantageous in terms of budget. It will be more suitable compared to other advertising areas. As a brand, you don't create the content, and it will never look artificial. Whether it's an influencer or not, they will ultimately make that advertisement by showcasing their emotions and lifestyle. All the likes, comments, and shares brought by the platform will promote the brand.'