Social networks and consumption economy: Network interaction in instagram, brand presentation, an investigation on advertising and marketing strategies

Some changes have appeared on daily life of individuals and the structure of societies with developing telecommunication technologies especially as internet and social networks connected to it. Social networks have changed data sharing of individuals day by day. Social media advertising a new round of advertising with social media networks that touch every moment of users has emerged. İnstagram, which is based on visual sharing offers users an opportunity to present their self with photo sharing and to increase their followers by interacting with features like ''hashtag and discover'' part, is the most popular one among the social media network. Instagram, which creates the sense that they can become a social media celebrity, is also referred to as the definition like ınfluencer. These people can reach effectively thousands of, millions of people by sharing their life photos. Therefore, ınfluencers attract the attention brands as afield of advertising and marketing. At that point , the aim of the study is, Influencers that have reached a certain of number of followers, to explain of the reasons of transforming into advertisement and marketing and brand presentation of teir Instagram accounts via family members through private areas and daily life photos to cover every moment of their life to reach this aim, a research process designed with qualitative research design was implemented.15 users, engaged in brand presentation and product advertising with daily life photos, were reached and pre-prepored 29 questions were asked through a semi-structured interview form. Those (asked) questions were commented (interpreted) by using descriptive analysis method. As a result of the study, it was found that İnstagram usage rates of ınfluencers used for advertising of brand presentation product with daily life photos were increased in line with this purpose. In the same way, it was determined, that frequency of the private life sharing to the number of followers and the importance of the shares and the comments were increased, in order to make product advertisement and brand presentation from the İnstagram accounts of ınfluencers. It was stated that the perception of privacy and the distinction of private living space and public living space has changed, from the ınfluencers sharing. It was found that ınfluencers share the daily life photos with brand presentation and product advertisement from their İnstagram accounts to earn money and to have new products without paying money. It can be said that İnstagram has been transformed by users into marketing areas with brand presentation area and advertisement strategies. Key Words: 1.Social media; 2.Social Media Advertisements; 3.Instagram; 4.Influencer; 5.Influencer Advertisements