Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model
Yıl: 2022 Cilt: 10 Sayı: 1 Sayfa Aralığı: 280 - 309 Metin Dili: İngilizce DOI: 10.15295/bmij.v10i1.2005 İndeks Tarihi: 28-06-2022
Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model
Öz: Since the importance of psychological factors in marketing studies has been realized, it has been used
extensively in advertising, marketing, and social media channels. The use of messages, symbols and
associations that will affect the consumer's subconscious in communication studies has also been the
subject of many studies. When the effect of archetypes developed by psychoanalyst Carl Gustave Jung
on people's feelings, thoughts, attitudes and behaviours was noticed, "archetypal brand personality
models" were developed by adapting this model to the marketing field to establish stronger bonds with
the consumer. When brands added human adjectives to themselves, they received positive feedback
from consumers and used archetypal personalities to make it more effective. It is aimed to establish
stronger emotional bonds with the consumer by sharing archetypal personalities in social media, where
interaction with the consumer is the strongest and interpersonal communication tools are also used
intensively. This study examined the archetypal approach in brand personality by considering the
archetypal brand personalities of the top 10 most valuable brands of 2021 selected by KantarBrandZ. In
the study, the posts made by the brands selected with the purposeful sample on their Instagram accounts
throughout the year 2021 were examined with semiotic analysis within the scope of the archetypal brand
personality model. According to the findings, it has been observed that the brands use archetypal brand
personality in their official Instagram accounts, and the archetypal preferences that show a structure
compatible with the brand personality strengthen their interactions with their followers. The research
findings illustrate that the archetypal dimensions that stand out in the preferences of the brands are
explorer, clown, wise, naive, mother, one of us, ruler, creative and rebellious. The research also reveals
that in line with their products and services, the technological brands generally prefer the archetypes of
naive, clown, wise, creative, explorer; the banks prefer the archetype of the mother; the brands in the
food industry choose the ruler and the explorer archetypes; and the social media brands prefer one of
us, rebel and jester archetypes. Therefore, the archetypal brand personality model appears to be a
valuable tool in attributing personality to brands.
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| APA | türk g (2022). Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model. , 280 - 309. 10.15295/bmij.v10i1.2005 |
| Chicago | türk gül dilek Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model. (2022): 280 - 309. 10.15295/bmij.v10i1.2005 |
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| IEEE | türk g "Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model." , ss.280 - 309, 2022. 10.15295/bmij.v10i1.2005 |
| ISNAD | türk, gül dilek. "Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model". (2022), 280-309. https://doi.org/10.15295/bmij.v10i1.2005 |
| APA | türk g (2022). Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model. Business and Management Studies: An International Journal, 10(1), 280 - 309. 10.15295/bmij.v10i1.2005 |
| Chicago | türk gül dilek Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model. Business and Management Studies: An International Journal 10, no.1 (2022): 280 - 309. 10.15295/bmij.v10i1.2005 |
| MLA | türk gül dilek Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model. Business and Management Studies: An International Journal, vol.10, no.1, 2022, ss.280 - 309. 10.15295/bmij.v10i1.2005 |
| AMA | türk g Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model. Business and Management Studies: An International Journal. 2022; 10(1): 280 - 309. 10.15295/bmij.v10i1.2005 |
| Vancouver | türk g Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model. Business and Management Studies: An International Journal. 2022; 10(1): 280 - 309. 10.15295/bmij.v10i1.2005 |
| IEEE | türk g "Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model." Business and Management Studies: An International Journal, 10, ss.280 - 309, 2022. 10.15295/bmij.v10i1.2005 |
| ISNAD | türk, gül dilek. "Semiotic analysis of brand personalities in social media according to Jung's archetypal brand personality model". Business and Management Studies: An International Journal 10/1 (2022), 280-309. https://doi.org/10.15295/bmij.v10i1.2005 |
