Social media has been widely used as a political marketing tool in many countries. Political communication is especially concentrated on social networks such as Twitter, Facebook and Instagram. In particular, the Instagram, which is growing rapidly, empowers and creates an enabling environment for political marketing. The use of social media in political marketing in Kyrgyzstan is a new phenomenon, and a few studies have been published around this topic. In this context, main purpose of this study is to assess the usage of “Instagram” as a marketing communication tool in the political campaigns of candidates for the presidential elections in 2021. The primary data were obtained by conducting content analysis of the candidates' posts on the Instagram social network.
Social media has been widely used as a political marketing tool in many countries. Political communication is especially concentrated on social networks such as Twitter, Facebook and Instagram. In particular, the Instagram, which is growing rapidly, empowers and creates an enabling environment for political marketing. The use of social media in political marketing in Kyrgyzstan is a new phenomenon, and a few studies have been published around this topic. In this context, main purpose of this study is to assess the usage of “Instagram” as a marketing communication tool in the political campaigns of candidates for the presidential elections in 2021. The primary data were obtained by conducting content analysis of the candidates' posts on the Instagram social network.
Социальные сети широко используются в качестве инструмента политического маркетинга во многих странах. Политические коммуникации особенно сконцентрированы в таких социальных сетях, как “Twitter”, “Facebook” и “Instagram”. В частности, платформа “Instagram”, которая быстро растет, расширяет возможности и создает благоприятную среду для политического маркетинга. Использование социальных сетей в политическом маркетинге в Кыргызстане является новым явлением, и было опубликовано лишь несколько исследований в этом направлении. Основная цель данного исследования состоит в том, чтобы оценить, в какой степени социальная страница ”Instagram” используется в политических кампаниях кандидатов на президентских выборах 2021 г. Первичные данные были получены путем проведения содержательного анализа публикаций кандидатов в социальной сети “Instagram”.
Primary Language | Russian |
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Subjects | Economics |
Journal Section | Research Article |
Authors | |
Publication Date | May 31, 2021 |
Submission Date | November 2, 2020 |
Published in Issue | Year 2021 Issue: 89 |