TY  - JOUR
T1  - A Content Analysis on Brand Communication on Instagram During the Pandemic
AU  - Zengin, A. Mücahid
AU  - Zengin, Güldane
PY  - 2025
DA  - October
Y2  - 2025
JF  - Medeniyet ve Toplum Dergisi
PB  - Necmettin Erbakan Üniversitesi
WT  - DergiPark
SN  - 2587-0092
VL  - 9
IS  - 2
LA  - en
AB  - Instagram is one of the most used social media platforms and is one of the importanttools for brands to communicate with consumers. With the beginning of the pandemic,brands have started to share posts on their social media accounts regarding thisprocess. This study conducted a content analysis of pandemic-related Instagram postsfrom five brands listed among Türkiye's most valuable brands in Brand Finance’s2020 ranking, in terms of advertising appeals, themes used and creative strategies.Ziraat Bank, Garanti BBVA, Turkcell, Arçelik and Türk Telekom, were included inthe study. It was found that the brands made a total of 501 posts until September 1,2020 and 171 of these (34,1%) contained components related to the pandemic. It isseen that health appeal is present in 51,5% of the posts, followed by convenienceappeal (36,3%) and security/precaution appeal (19,3%). Staying at home (46,8%) andsocial distancing (29,2%) stand out among the themes discussed. Among the creativestrategies, use occasion stands out with a ratio of 43,9%. It was observed that afterJune 1, 2020, brands significantly reduced the number of posts containing pandemicrelatedcomponents. While nearly 60% of the Instagram posts before June 1, 2020contained components related to the pandemic, this ratio decreased to 5% betweenJune 1, 2020 and September 1, 2020.
KW  - Brand Communication
KW  - Message Strategies
KW  - Advertising Appeals
KW  - Pandemic
KW  - Social Media
KW  - Digital Branding
KW  - Covid-19 Communication.
CR  - Aaker, D. A., & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal
of Advertising Research, 22(2), 61-70.
CR  - Altınbilek Yalçınkaya, D., & Sabuncuoğlu İnanç, A. (2021). Covid-19 pandemi döneminde kullanılan
reklam çekicilikleri üzerine göstergebilimsel bir inceleme. Sakarya İletişim, 1(1), 70-89.
UR  - https://dergipark.org.tr/tr/pub/metder/issue//1802150
L1  - https://dergipark.org.tr/tr/download/article-file/5323673
ER  -