Instagram Özelinde Yerel Yönetimlerin Dijital Etkileşimi: Erzurum Belediyeleri Örneğinde Nicel Bir Araştırma

Year 2025, Volume: 3 Issue: 2, 73 - 91, 31.12.2025

Üstün Özen , Rıdvan Tekin

https://doi.org/10.63063/jsat.1756943

Abstract

Bu çalışma, Erzurum'daki belediyelerin Instagram platformu üzerinden vatandaşlarla etkileşim düzeylerini analiz etmeyi amaçlamaktadır. Araştırma, Perea ve arkadaşlarının Instagram platformunda paydaş etkileşimini ölçmek amacıyla kullandıkları ölçüm setiyle gerçekleştirilmiştir. Instagram özelinde yürütülen çalışmada ilgili ölçüm setinin popülerlik, bağlılık boyutlarının yanı sıra yayılma etkinliği boyutunun da analiz edilmiş olması araştırmanın özgün yanını ortaya koymaktadır. Çalışma kapsamında 18 belediyenin Instagram hesapları incelenmiş ve bu hesapların paylaşımlarına gelen beğeni, yorum, paylaşım sayıları ve gönderi içerik türleri analiz edilmiştir. Bulgular, paydaşların genellikle beğeni butonunu daha fazla kullandığını, yorum ve paylaşım butonlarını ise daha az tercih ettiğini göstermektedir. Ayrıca, bazı belediyelerin her ay/gün istikrarlı paylaşım yapmaması ve hem video hem de albüm türündeki içeriklerinin yetersiz kullanımı dikkat çekmektedir. Çalışma, belediyelerin vatandaşlarla daha etkili bir iletişim kurmaları için sosyal medya stratejilerini geliştirerek daha profesyonel bir yaklaşım benimsemelerini vurgulamaktadır. Özellikle yorum ve paylaşım butonlarının kullanımını artırmaya yönelik içeriklerin önemine dikkat çekilmiştir. Bu araştırma, yerel yönetimlerin dijital dönüşüm süreçlerine katkı sağlamayı hedeflemektedir.

Keywords

Yerel Yönetim , Sosyal Medya , Paydaş Etkileşimi , Instagram , Türkiye

Digital Interaction of Local Governments on Instagram: A Quantitative Analysis of Erzurum Municipalities

Abstract

This study aims to analyze the level of citizen engagement with municipalities in Erzurum through the Instagram platform. The research was conducted using the measurement set developed by Perea et al. to assess stakeholder engagement on Instagram. A distinctive aspect of this study lies in its inclusion of the "dissemination effectiveness" dimension in addition to the commonly analyzed dimensions of popularity and commitment. The Instagram accounts of 18 municipalities were examined, focusing on the number of likes, comments, and shares received on their posts, as well as the types of content shared. The findings indicate that stakeholders tend to use the "like" button more frequently, while "comment" and "share" buttons are used less often. Furthermore, it was observed that some municipalities do not post consistently on a daily or monthly basis, and they underutilize video and album content formats. The study emphasizes the need for municipalities to adopt more professional social media strategies to establish more effective communication with citizens. In particular, it highlights the importance of developing content that encourages more interaction through comments and shares. This research aims to contribute to the digital transformation processes of local governments.

Keywords

Local Government , Social Media , Stakeholder Engagement , Instagram , Türkiye

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