INTERNATIONAL SCIENTIFIC RESEARCH CONGRESS SOCIAL AND EDUCATIONAL SCENCES
The New Dıderot Effect in Instagram Marketıng: Collagen and Food Supplements
With the increasing number of users every passing day, social media environments have occupied an irreplaceable place in our lives with the influence of globalization and popular culture. Instagram, with the highest number of users after YouTube, has also gained a solid place in this medium. With the driving force of influencers, Instagram has managed to attract the attention of both businesses and individual account users with its shopping and advertising applications. The sector, which also takes the aesthetic and beauty emphasis of today's consumer culture behind it, has been listing the promises that collagen and food supplements have created for us on social media in recent years. Young, beautiful, healthy, fit and happy influencers emphasize that they owe this situation to the collagen and food supplements they use. The consumer, who is far from rational shopping and has been exposed to many advertisements, is getting more confused. The consumer is both unconsciously buying products one after another without any purpose, and while doing so, they are losing their health. In this context, to emphasize that influencers do not guide consumers correctly in product promotion and to raise awareness on the subject, influencer posts containing collagen and food supplement advertisements between 01.01.2023-10.06.2024 were examined. 5 posts belonging to 5 different influencers were selected from 50 posts and a semiotic analysis was conducted with a qualitative study. As a result, it was observed that influencers emphasized features such as youth, beauty, being fit, being healthy and being happy in promotions, but did not direct the consumer to a doctor's check and the Ministry of Agriculture and Forestry approval code check before purchasing, as it should be.
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