GİYİM MARKALARININ INSTAGRAM TİCARİ GÖNDERİLERİNİN İÇERİK ANALİZİ

Yıl 2025, Cilt: 9 Sayı: 1-2, 60 - 76, 24.12.2025

Adnan Kara , Ahmet Özbek , İlknur Bilgen

https://doi.org/10.31457/hr.1833548

Öz

Amaç: Bu çalışma, yüksek etkileşim alan giyim markalarının Instagram içerik stratejilerini incelemeyi ve etkili içeriğin temel özelliklerini belirlemeyi amaçlamaktadır.
Yöntem: En çok takip edilen giyim markalarının Instagram profilleri üzerinde kapsamlı bir içerik analizi yapılmıştır. Instagram gönderilerine eşlik eden açıklamalar MaxQDA yazılımı kullanılarak titiz bir analize tabi tutulmuştur. Ayrıca, her markanın en çok beğeni alan gönderileri üzerinde görsel içerik analizi gerçekleştirilmiş ve en çok yorum alan gönderilerin yorumları üzerinden ek bir analiz yapılmıştır.
Bulgular: İçerik analizinin bulguları, giyim markalarının gönderilerinin özellikle duygusal içerik barındırdığı ve influencerların yer aldığı gönderilerin belirgin şekilde daha yüksek etkileşim skorları elde ettiğini ve daha fazla olumlu yorum topladığını ortaya koymuştur.
Tartışma: Bu çalışma, hazır giyim markalarının Instagram’daki içerik stratejilerini sistematik bir şekilde analiz ederek markaların hedef kitlelerine ulaşmak ve etkileşim sağlamak için kullandıkları yöntemleri ortaya koymaktadır. Araştırma, duygusal içerik ve influencer iş birliklerinin kullanıcı etkileşimini önemli ölçüde artırdığını göstermektedir. Dolayısıyla, bir markanın sosyal medyadaki başarısı; hedef kitleye uygun içerik üretme, kullanıcı geri bildirimlerini dikkate alma ve görsel ile işitsel öğeleri etkili şekilde kullanma gibi stratejilere bağlıdır.

Anahtar Kelimeler

Hazır Giyim , İçerik Analizi , İçerik Üretimi , Instagram.

A CONTENT ANALYSIS OF CLOTHING BRANDS ' INSTAGRAM COMMERCIAL POSTS

Öz

Purpose: This study endeavors to scrutinize the Instagram content strategies employed by highly engaged clothing brands, with a focus on delineating the quintessential attributes of influential content.
Method: A rigorous content analysis was executed on the Instagram profiles of the most extensively followed clothing brands. Employing MaxQDA software, a meticulous text analysis was conducted on the captions accompanying the Instagram posts. Furthermore, a visual content analysis was performed on the most liked posts from each brand, complemented by a text analysis of the comments on the most commented posts.
Findings: The findings of the content analysis revealed that the posts of clothing brands. Notably, posts that incorporated emotional content and featured influencers exhibited markedly higher engagement scores and garnered a greater volume of positive comments.
Discussion: This study systematically analyzes the content strategies of ready-to-wear brands on Instagram, revealing the methods brands use to engage and reach their target audiences. The study shows that emotional content and influencer collaborations significantly increase user engagement. Consequently, a brand’s social media success depends on strategies such as producing content tailored to the target audience, considering user feedback, and effectively utilizing visual and audiovisual elements.

Anahtar Kelimeler

Ready-Made Clothing , Content Analysis , Content Creation , Instagram.

Kaynakça

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