TY - JOUR T1 - The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan TT - The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan AU - Asanbekova, Meerim AU - Maksudunov, Azamat PY - 2018 DA - December JF - Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi PB - Kastamonu Üniversitesi WT - DergiPark SN - 2587-1080 SP - 141 EP - 152 VL - 3 IS - 2 LA - en AB - In recent years social media is deeplyintegrated in our everyday lives. Especially, Instagram has gained popularityas a communication and marketing tool among social networks. Many companies aretrying to develop an Instagram marketing strategy in order to connect withcustomers and increase their productivity. Main purpose of this study is toevaluate Instagram marketing strategy of five and four star hotels inKyrgyzstan by using content analysis method. For this purpose, the postsbetween 15.11.2017-15.05.2018 of four and five star hotels which have Instagramofficial pages with maximum number of followers were examined. Instagram pagesof the hotels were analyzed according to criteria such as number of sharedposts, theme and format of these posts, number of likes and comments to theseposts etc. According to the findings majority of posts are in image format andpublished in Russian language. It can be said that hotels in Kyrgyzstan do notfully use the marketing power of Instagram. KW - Social Media KW - Instagram KW - Hotel Industry KW - Kyrgyzstan N2 - Son yıllarda sosyal medya günlükhayatımıza derinden entegre olmuş durumdadır. Sosyal medya ağları arasındanözellikle Instagram, popülerliği yükselen pazarlama ve iletişim aracı olarakkarşımıza çıkmaktadır. Günümüzde birçok işletme müşterileri ile iletişimkurabilmek ve etkili olabilmek için Instagram üzerinden pazarlama stratejilerigeliştirmeye çalışmaktadır. Bu çalışmanın temel amacı Kırgızistan’da faaliyetgösteren dört ve beş yıldızlı otelerin Instagram üzerinden yürüttükleripazarlama faaliyetlerini içerik analizi ile değerlendirmektir. İçerik analiziInstagram sayfalarında takipçi sayısı bakımından önde gelen otellerin15.11.2017-15.05.2018 tarihleri arasındaki paylaşımlarını kapsamaktadır.İşletmelerin Instagram sayfaları paylaşımların sayısı, konusu ve formatı, bupaylaşımlara karşı beğeni ve yorumlar gibi kriterlere göre incelenmiştir.Araştırma sonuçlarına göre, paylaşımların ağırlıklı olarak fotoğraf formatındave Rusça olduğu görülmüştür. Bulgulardan yola çıkarak, Kırgızistan’da otelişletmelerinin pazarlama aracı olarak Instagramın gücünden yeterli düzeydeyararlanamadıkları söylenebilir. CR - Abuhashesh, M. Y. (2014). Integration of Social Media in Business. International of Business and Social Science, 5(8), 202-209. CR - Arika, M. A. & Moronge, M. (2017). 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