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COAR Access Rights: metadata only accessSubject: Social Media

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    Social Media as a Tool for Gastronomy: An Analysis Through Instagram on Turkish Cuisine
    (IGI Global, 2022) Şahin, Gonca Guzel
    Many countries that have unique local gastronomy cultures develop and promote their regions for the purpose of economic effects for regional development instruments and to protect and sustain local culture and meet the demands of today’s tourists. For the purpose of security and providing the sustainability of local culture diversities in the world, national and international organizations register and put under protection the local gastronomy assets. This occurs in various proportions. In order to compete with regional tourism, a variety of tourist attractions should be developed. Turkish cuisine one of three top cuisines in the world. The aim of this chapter is to emphasize the importance of marketing strategy on social media for the traditional Turkish cuisine and Turkish cultural cuisine. © 2025 Elsevier B.V., All rights reserved.
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    Examining the Effects of Blogger Type (Influencers Vs. Celebrities) and Post Format in Instagram Marketing
    (IGI Global, 2022) Özgen, Pelin; Mahmoudian, Amir Behrad
    In the era where credibility of advertisements is decreasing and people are spending more time in social media compared to traditional channels, it is no surprise that marketing professionals employ social media as a new channel for communication. In this new media for communication, the conventional advertising techniques are also coupled with alternating methods such as product placements. In the light of these relatively new applications, the purpose of this study is to examine the effectiveness of marketing communications in social media under different message sources (celebrities vs. influencers) and with different message presentations. In order to serve that purpose, a 2X2 between subjects experiment is modelled with 399 respondents. The results show that a product is better advertised by an influencer rather than a celebrity and type of the blog post had no significant impact on the purchase intention. © 2025 Elsevier B.V., All rights reserved.