Social Media and Marketing in Postmodern Conditions: An Intergenerational Qualitative Research
Chapter from the book:
Çolakoğlu,
E.
&
Çetinkaya,
N.
Ç.
(eds.)
2023.
Marketing with Current Developments: Issues and Research I.
Synopsis
This study includes a research in which the issues of hyperreality and image consumption, which are identified with the postmodern era and continue to be an important area of discussion, are investigated and discussed on Youtube. The debates on consumer society, which started to be discussed with modernity and gained momentum with postmodernity, and the social ground debates associated with postmodernity have gained a new dimension with new technological developments especially since the second half of the 20th century. In addition, consumption debates, which have been ongoing since modernity, continued to be shaped in this period, especially on issues such as hedonistic consumption and the consumption of meaning. In this framework, how individuals make sense of YouTube as a postmodern marketing tool in terms of hyperreality and image consumption has emerged as a research question. This research is a phenomenological study conducted within the framework of this question and is based on the data collected through in-depth semi-structured interviews with two Youtube users from generations X, Y and Z.
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Copyright (c) 2023 Nilgün Tuzcu- Hilal Uygurtürk- Elif Mağden- A.Buğra Hamşıoğlu- M.Murat Nalcı- Bilal Ceylan- Duygu Ceylan- Fatma Bulut- Mutlu Bulut- Burak Şen- Ahmet Aydın- Yavuz Kotan- Refika Ülke Şimdi- Hilal Saadet Aktepe- Behiye Beğendik- Cihat Kartal- Özgür Musa Sungur- Gözde Akkaşoğlu- İlknur Korkmaz- Esad Kamil Tosun- Mehmet Gökerik- Cevher Özden- Özlem Şenlik- Necmiye Kapusuz- Tülin Durukan- Eda Dişli Bayraktar- Gizem Eda Gülöz- Aypar Uslu; Emre Çolakoğlu- Nur Çağlar Çetinkaya