The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan

Abstract

In recent years social media is deeply integrated in our everyday lives. Especially, Instagram has gained popularity as a communication and marketing tool among social networks. Many companies are trying to develop an Instagram marketing strategy in order to connect with customers and increase their productivity. Main purpose of this study is to evaluate Instagram marketing strategy of five and four star hotels in Kyrgyzstan by using content analysis method. For this purpose, the posts between 15.11.2017-15.05.2018 of four and five star hotels which have Instagram official pages with maximum number of followers were examined. Instagram pages of the hotels were analyzed according to criteria such as number of shared posts, theme and format of these posts, number of likes and comments to these posts etc. According to the findings majority of posts are in image format and published in Russian language. It can be said that hotels in Kyrgyzstan do not fully use the marketing power of Instagram. 

Keywords

• Social Media,Instagram,Hotel Industry,Kyrgyzstan

The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan

Abstract

Son yıllarda sosyal medya günlük hayatımıza derinden entegre olmuş durumdadır. Sosyal medya ağları arasından özellikle Instagram, popülerliği yükselen pazarlama ve iletişim aracı olarak karşımıza çıkmaktadır. Günümüzde birçok işletme müşterileri ile iletişim kurabilmek ve etkili olabilmek için Instagram üzerinden pazarlama stratejileri geliştirmeye çalışmaktadır. Bu çalışmanın temel amacı Kırgızistan’da faaliyet gösteren dört ve beş yıldızlı otelerin Instagram üzerinden yürüttükleri pazarlama faaliyetlerini içerik analizi ile değerlendirmektir. İçerik analizi Instagram sayfalarında takipçi sayısı bakımından önde gelen otellerin 15.11.2017-15.05.2018 tarihleri arasındaki paylaşımlarını kapsamaktadır. İşletmelerin Instagram sayfaları paylaşımların sayısı, konusu ve formatı, bu paylaşımlara karşı beğeni ve yorumlar gibi kriterlere göre incelenmiştir. Araştırma sonuçlarına göre, paylaşımların ağırlıklı olarak fotoğraf formatında ve Rusça olduğu görülmüştür. Bulgulardan yola çıkarak, Kırgızistan’da otel işletmelerinin pazarlama aracı olarak Instagramın gücünden yeterli düzeyde yararlanamadıkları söylenebilir.    

Keywords

• Sosyal Medya,Instagram,Otel Endüstrisi,Kırgızistan

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