A Study on Instagram Usage of Universities in Kyrgyzstan

Yıl 2023, , 511 - 524, 30.06.2023

Acar Şarşenkadırova , Azamat Maksüdünov

https://doi.org/10.47097/piar.1264693

Öz

While the adoption of information and communication technologies by institutions and organizations continues rapidly, it is a well-known fact that the situation varies according to countries and industries.This study aims to evaluateInstagram usage of private and state universities in Kyrgyzstan. In this framework, first of all, universities that are actively using Instagram were determined and their posts were subjected to content analysis. Content analysis isconducted according to criterias such as the number of followers, distribution of my posts by format, language, and the reaction of the followers. According to the results, it has been determined that 43.3% of universities in Kyrgyzstan are registered to Instagram and very few of them are actively using it. The results of the study are important in terms of understanding the general state of universities' social media marketing activities in Kyrgyzstan and providing the necessary clues for them to be more effective.

Anahtar Kelimeler

Social Media, Instagram, University, Kyrgyzstan

Kırgızistan'da Üniversitelerin Instagram Kullanımı Üzerine Bir Araştırma

Öz

Bilgi ve iletişim teknolojilerinin kurum ve kuruluşlar tarafından benimsenmesi hızla sürerken, durumun ülkelere göre, sektörlere göre farklılık göstermesi de bilinen bir gerçektir. Bu çalışmada Kırgızistan’da faaliyet göstermekte olan özel ve devlet üniversitelerinin Instagram kullanım durumları değerlendirilmektedir. Çalışmada öncelikle Instagram’ı aktif olarak kullanmakta olan üniversiteler belirlenmiş ve onların paylaşımları içerik analizine tabii tutulmuştur. İçerik analizi takipçi sayısı, paylaşımların formatı, dile göre dağılımı, takipçilerin tepkisi gibi kriterlere göre yapılmış ve karşılaştırmalı olarak analiz edilmiştir.Araştırma sonuçlarına göre, Kırgızistan’da üniversitelerin %43,3’ünün Instagram’a kayıtlı oldukları ve çok az bir kısmının aktif olarak kullandıkları tespit edilmiştir. Çalışmanın sonuçları Kırgızistan’daki üniversitelerin sosyal medya pazarlaması konusundaki genel durumunu görmeleri ve daha etkili olabilmeleri için gerekli olan ipuçlarını sağlaması açısından önemlidir.

Anahtar Kelimeler

Sosyal Medya, Instagram, Üniversite, Kırgızistan

Kaynakça

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