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New Media and Advertising: The Role of Influencers in the Process of Interactivity in Advertising

New Media and Advertising: The Role of Influencers in the Process of Interactivity in Advertising

Derya Nacaroğlu
Copyright: © 2021 |Pages: 20
ISBN13: 9781799832010|ISBN10: 1799832015|ISBN13 Softcover: 9781799832027|EISBN13: 9781799832034
DOI: 10.4018/978-1-7998-3201-0.ch006
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MLA

Nacaroğlu, Derya. "New Media and Advertising: The Role of Influencers in the Process of Interactivity in Advertising." Handbook of Research on New Media Applications in Public Relations and Advertising, edited by Elif Esiyok, IGI Global, 2021, pp. 101-120. https://doi.org/10.4018/978-1-7998-3201-0.ch006

APA

Nacaroğlu, D. (2021). New Media and Advertising: The Role of Influencers in the Process of Interactivity in Advertising. In E. Esiyok (Ed.), Handbook of Research on New Media Applications in Public Relations and Advertising (pp. 101-120). IGI Global. https://doi.org/10.4018/978-1-7998-3201-0.ch006

Chicago

Nacaroğlu, Derya. "New Media and Advertising: The Role of Influencers in the Process of Interactivity in Advertising." In Handbook of Research on New Media Applications in Public Relations and Advertising, edited by Elif Esiyok, 101-120. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-3201-0.ch006

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Abstract

This study describes the new advertising trend through “influencers,” one of the recently developed advertising applications. It can be said that “apply and buy” is the basic rhetoric of the new trend. This study is theoretically based on the concept of “interactivity.” In order to achieve this interactivity, influencers can be shown as an important advertising trend in the new media. In this study, how the concept of influencers has become the main actor of advertising in new media is discussed. How much and how the product is introduced by influencers, consumer responses, comments, and questions will allow an evaluation of this process. Discourse analysis method will be used in this evaluation. The data obtained will make an assessment of the role of influencers possible in the process of interactivity in advertising.

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