SOSYAL MEDYADA YENİ BİR REKLAM MODELİ OLARAK KULLANILAN NATIVE (DOĞAL) REKLAM

OpenAlex English

Purpose-In the last two decades, the importance of internet advertising has grown with the rapidly developing technology and it is delivered to the consumers by various digital methods. Banners, advertors and search engine advertisements are the most widely used types of internet advertising. However, there has been a consumer structure that has recently moved away from the advertisement due to the penetration of too many advertisements to the consumer and the emergence of the advertising content through the creation of a conscious consumer profile. For this reason, different types of internet advertising have come to the forefront in order to attract the attention of consumers who are away from advertising due to the use of various programs that prevent advertisements. One of these is Native Marketing which is expressed as natural advertising platform and it is a kind of internet advertising which is prepared in accordance with the content and visual design of the platform. Methodology-Social media channels (Youtube, Facebook, Twitter, Instagram), which have become increasingly popular nowadays, have facilitated access to the Internet by mobile devices. In this context, advertisements made on social media are brought the user's preferences and tastes and personalized advertising is being prepared. Findings-As a natural advertising tool, social media is being used more and more every day and is successful in attracting consumers. Conclusion-In this study, the concept of natural advertising is examined and the characteristics and types of natural advertising are mentioned. We also compared the advantages and disadvantages, similar and different aspects, by comparing the titles with banner and advertorial marketing with natural advertising. In addition to this, the use of natural advertisements in these media has been examined with the emphasis on social media concept. Finally, examples of natural advertisements on social media networks are included in the paper.