Ağaoğlu, Erhan

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Profile URL
https://hdl.handle.net/20.500.14411/6720
Name Variants
A., Erhan
E.,Agaoglu
Ağaoğlu,E.
Erhan, Agaoglu
Agaoglu,E.
E., Ağaoğlu
Agaoglu,Erhan
Ağaoğlu, Erhan
Erhan Ağaoğlu
E.,Ağaoğlu
Agaoglu, Erhan
Erhan, Ağaoğlu
E., Agaoglu
A.,Erhan
Job Title
Araştırma Görevlisi
Email Address
erhan.agaoglu@atilim.edu.tr
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Public Relations and Advertising
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Website
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0000-0003-0874-7857
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Author: Artan Ozoran, BerisSubject: Persuasion

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    Article
    Persuasive Appeals, Thematic Content, and Affordances on TikTok: Evidence From the 2023 Turkey Presidential Elections
    (Routledge Journals, Taylor & Francis Ltd, 2025) Artan Ozoran, Beris; Seyidov, Ilgar; Agaoglu, Erhan
    TikTok has become a central arena for political communication, especially in engaging younger voters. This study examines how Recep Tayyip Erdo & gbreve;an and Kemal K & imath;l & imath;& ccedil;daro & gbreve;lu employed TikTok during the 2023 Turkish Presidential Election by analysing 265 videos through quantitative content analysis. Rather than directly measuring voter attitudes, we focus on how leaders' use of affordances (association, editability), thematic content, and rhetorical appeals related to audience engagement (likes, comments, shares). Results show that both leaders prominently highlighted the economy and relied on pathos-driven appeals, consistent with personalization in Turkish political campaigning. Regression analyses revealed that K & imath;l & imath;& ccedil;daro & gbreve;lu's 'other' and 'law/justice' themes significantly boosted engagement, while high use of association features (hashtags and mentions) reduced it. In Erdo & gbreve;an's case, ethos and pathos appeals strongly decreased engagement, whereas logos-based messages performed relatively better. For both leaders, longer videos predicted lower engagement. These findings illustrate how affordances and persuasive strategies interact to shape engagement on TikTok.