Use of digital media in the marketing of gastronomic products: A survey on influencer marketing in Istanbul

Gastronomy products, like all goods and services that rely on sales, require effective marketing. Today, gastronomic products are marketed through various methods, frequently standing out in the realm of influencer marketing. Many opinion leaders collaborate with brands to promote food and beverage products to their followers through endorsements. The aim of this study is to examine the digital marketing of gastronomic products from the perspective of influencer marketing, evaluate the effectiveness of the endorsements made by influencers, explore the details of these collaborations, and uncover the opinions of opinion leaders regarding influencer marketing. To achieve this aim, interviews were conducted with opinion leaders who have previously participated in collaborative marketing of gastronomic products. Using the snowball sampling method, participants were reached, and data were collected. In the study, which involved interviews with 14 opinion leaders, several findings related to influencer marketing were obtained. The research gathered insights on how opinion leaders describe themselves, what information they require during collaborations, and the strategies they use for more effective endorsements. As a result, the study evaluated the positive and negative aspects of influencer marketing in the promotion of gastronomic products from the perspective of opinion leaders, and drew conclusions based on the collected data. The findings suggest that there is no specific requirement for expertise in the food and beverage sector for those involved in influencer marketing activities, that the use of effective communication techniques is crucial for increasing the success of endorsements, and that the interactions received are considered evidence of successful endorsements. The study is divided into five sections. The first section, the introduction, consists of the research problem, research objectives, the significance of the study, assumptions, and limitations of the research. The second section comprises the literature review, which is examined under two headings: theoretical framework and related research. The theoretical framework addresses the concept of marketing, historical changes in marketing approaches, traditional marketing, digital marketing, influencer marketing, influencer marketing in the food and beverage sector, and detailed topics under these headings. The related research section discusses studies related to influencer marketing in tourism. The third section, the methodology, covers the research model, population and sample, data collection tools and techniques, and data analysis. The fourth section presents findings and discussions, divided into demographic findings and findings related to participant opinions. The fifth section of the study includes conclusions and recommendations.