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

Year 2018, Volume: 3 Issue: 2, 141 - 152, 27.12.2018

Meerim Asanbekova Azamat Maksudunov

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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