BRAND AND EPHEMERAL RETAIL DESIGN EXPERIENCE THROUGH SOCIAL MEDIA INFLUENCERS

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, Mimarlık Fakültesi, Endüstriyel Tasarım Bölümü, Türkiye

Tezin Onay Tarihi: 2021

Tezin Dili: İngilizce

Öğrenci: EZGİ DOĞA BALKANLI

Danışman: Fatma Korkut

Özet:

The changes and developments that our world is going through do not only affect every individual in different ways but brands as well. The increasing number of research studies on marketing techniques and consumer behaviour helps brands to adapt themselves into this changing world. Ephemeral retailing can be seen as the result of these current requirements and consumer needs, and it has become a significant concept for brands and consumers. Examination of the literature on ephemeral retailing shows us that ephemeral spaces such as pop-stores and event stores have become more than a door used only for profit and that these are spaces where design plays an important role, traditional marketing strategies are surpassed, and multidisciplinary work is practiced. These spaces which do not solely serve brands but also concentrate on the consumer, bring experience to the focus, and are full of surprises, play an active role in twenty-first-century retailing. The aim of this thesis is to study the ways in which interior design affects and contributes to brand experience in the case of influencers conveying their ephemeral store experiences via social media. In line with this aim, a two-stage field study was conducted. Observation constitutes the first stage of this study, while in the second stage ten semi-structured interviews are conducted. Both the positive and negative effects of vi interior design and of the ways in which these spaces are conveyed to consumers via social media bring about for brands themselves are examined. As a conclusion, this thesis presents suggestions about the use of interior design elements in ephemeral retails and social media strategies that brands utilize. Attention was paid to interior design, the ways in which it is conveyed, and the relationship brands have with these concepts.