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The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan

Yıl 2018, Cilt: 3 Sayı: 2, 141 - 152, 27.12.2018

Meerim Asanbekova Azamat Maksudunov

Öz

In recent years social media is deeply
integrated in our everyday lives. Especially, Instagram has gained popularity
as a communication and marketing tool among social networks. Many companies are
trying to develop an Instagram marketing strategy in order to connect with
customers and increase their productivity. Main purpose of this study is to
evaluate Instagram marketing strategy of five and four star hotels in
Kyrgyzstan by using content analysis method. For this purpose, the posts
between 15.11.2017-15.05.2018 of four and five star hotels which have Instagram
official pages with maximum number of followers were examined. Instagram pages
of the hotels were analyzed according to criteria such as number of shared
posts, theme and format of these posts, number of likes and comments to these
posts etc. According to the findings majority of posts are in image format and
published in Russian language. It can be said that hotels in Kyrgyzstan do not
fully use the marketing power of Instagram. 

Anahtar Kelimeler

Social Media Instagram Hotel Industry Kyrgyzstan

Kaynakça

  • Abuhashesh, M. Y. (2014). Integration of Social Media in Business. International of Business and Social Science, 5(8), 202-209.
  • Arika, M. A. & Moronge, M. (2017). Influence of Social Media Marketing on Performance in Hospitality Industry in Kenya: A Case of Kenyatta International Convention Centre. The Startegic Journal of Business and Change Management, 2(54), 958-976.
  • Bashar, A., Ahmad, I. & Wasiq, M. (2012). Effectiveness of Social Media as a Marketing Tool: An Empirical Study. International Journal of Marketing, Financial Services & Management Research, 1(11), 88-99.
  • Bayram, M., Bayram, Ü. & Arıcı, S. (2016). Otel İşletmeleri Instagram Paylaşımlarının Sosyal Medya Pazarlaması Kapsamında İçerik Analizi Yöntemi İle Değerlendirilmesi. Journal of Business Research, 8(2), 427-442.
  • Brooner, F. & Hoog, R. (2012). Social Media and Consumer Choice. International Journal of Marketing Research, 56(1), 51-71.
  • Chan, N. G. & Guillet, B. D. (2011). Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel & Tourism Marketing, 28(4), 345-368.
  • Dieck, C. T., Knowles, T. & Jung, T. (2013). Social Media Marketing in Selected UK Luxury Hotels. e-Review of Tourism Research, https://www.researchgate.net/publication/272510532_Social_Media_Marketing_in_Selected_UK_Luxury_Hotels
  • Divya, S. & Regi, B. (2014). An Empirical Study of Effectiveness of Social Media as a Marketing Tool. International Journal of Current Research and Academic Review, 2(3), 163-168.
  • Grenier, E., Fair, C. & Schumaker, R. (2014). Social Media: Is it a Valid Source for Creating New Business? Journal of Creative Communications, 9(2), 147-159.
  • Grizane, T. & Jurgelane, I. (2017). Social Media Impact on Business Evaluation. Procedia Computer Science, 104, 190-196.
  • Guillet, B. D., Kucukusta, D. & Liu, L. (2016). An Examination of Social Media Marketing in China: How do the Top 133 Hotel Brands Perform on the Top Four Chinese Social Media Sites? Journal of Travel & Tourism Marketing, 33(60, 783-805.
  • Hajli, M. N. (2013). A Study of the Impact of Social Media on Consumers. International Journal of Market Research, 56(3), 387-404.
  • Hashim, K. F. & Fadhil, N. A. (2017). Engaging with Customer Using Social Media Platform: A Case Study of Malaysian Hotels. Procedia Computer Science, 124, 4-11.
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), 59-68.
  • Lavoie, K. A. (2015). Instagram and Branding: A Case Study of Donkin' Donuts. Elon Journal of Undergraduate Research in Communications, 6(2), 79-90.
  • Leung, X. Y., Bai, B. & Stahura, K. A. The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter. Journal of Hospitality and Tourism Research, 39(2), 147-169.
  • National Statistical Committee of the Kyrgyz Republic (2016). Tourism in Kyrgyzstan, 2012-2016. http://www.stat.kg/media/publicationarchive/de19aaca-ac45-4d70-9770-c46ab3c3e1da.pdf
  • Neti, S. (2011). Social Media and Its Role in Marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15.
  • Sagala, O. B. & Rachmawati, E. (2016). Instagram Content Towards Customers' Purchase Intention for Start-up Culinary Company. Advanced in Economics, Business and Management Research, 15, 371-376.
  • Salleh, S. (2015). Instagram Marketing: A Content Analysis of Top Malaysian Restaurant Brands. e-Review of Tourism Research, http://agrilife.org/ertr/files/2015/02/SP04_MktSession_Salleh.pdf
  • Shabbir, M. S., Ghazi, M. S. & Mehmood A. R. (2016). Impact of Social Media Applications on Small Business Entrepreneurs. Arabian Journal of Business and Management Review, 6(3), 1-3.
  • Singh, T. P. & Sinha, R. (2017). The Impact of Socila Media on Business Growth and Performance in India. International Journal of Research in Management and Business Studies, 4(1), 36-40.
  • Stelzner, M.A. (2017). 2017 Social Media Marketing Industry Report. How Marketers Are Using Social Media to Grow Their Businesses, https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2017/
  • Virtanen, H., Björk, P. & Sjöström, E. (2017). Follow for follow: marketing of a start-up company on Instagram. Journal of Small Business and Enterprise Development, https://doi.org/10.1108/JSBED-12-2016-0202
  • https://www.statista.com/statistics/222243/number-of-instagram-business-acounts/, 15.04.2018
  • https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/, 15.04.2018
  • https://www.internetworldstats.com/,15.04.2018
  • https://business.instagram.com/,15.04.2018
  • http://hotelmarketing.com/index.php/content/article/millennial_travelers_instagram_use_has_grown_375_since_2013, 5.05.2018

The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan

Yıl 2018, Cilt: 3 Sayı: 2, 141 - 152, 27.12.2018

Meerim Asanbekova Azamat Maksudunov

Öz

Son yıllarda sosyal medya günlük
hayatımıza derinden entegre olmuş durumdadır. Sosyal medya ağları arasından
özellikle Instagram, popülerliği yükselen pazarlama ve iletişim aracı olarak
karşımıza çıkmaktadır. Günümüzde birçok işletme müşterileri ile iletişim
kurabilmek ve etkili olabilmek için Instagram üzerinden pazarlama stratejileri
geliştirmeye çalışmaktadır. Bu çalışmanın temel amacı Kırgızistan’da faaliyet
gösteren dört ve beş yıldızlı otelerin Instagram üzerinden yürüttükleri
pazarlama faaliyetlerini içerik analizi ile değerlendirmektir. İçerik analizi
Instagram sayfalarında takipçi sayısı bakımından önde gelen otellerin
15.11.2017-15.05.2018 tarihleri arasındaki paylaşımlarını kapsamaktadır.
İşletmelerin Instagram sayfaları paylaşımların sayısı, konusu ve formatı, bu
paylaşımlara karşı beğeni ve yorumlar gibi kriterlere göre incelenmiştir.
Araştırma sonuçlarına göre, paylaşımların ağırlıklı olarak fotoğraf formatında
ve Rusça olduğu görülmüştür. Bulgulardan yola çıkarak, Kırgızistan’da otel
işletmelerinin pazarlama aracı olarak Instagramın gücünden yeterli düzeyde
yararlanamadıkları söylenebilir.    

Anahtar Kelimeler

Sosyal Medya Instagram Otel Endüstrisi Kırgızistan

Kaynakça

  • Abuhashesh, M. Y. (2014). Integration of Social Media in Business. International of Business and Social Science, 5(8), 202-209.
  • Arika, M. A. & Moronge, M. (2017). Influence of Social Media Marketing on Performance in Hospitality Industry in Kenya: A Case of Kenyatta International Convention Centre. The Startegic Journal of Business and Change Management, 2(54), 958-976.
  • Bashar, A., Ahmad, I. & Wasiq, M. (2012). Effectiveness of Social Media as a Marketing Tool: An Empirical Study. International Journal of Marketing, Financial Services & Management Research, 1(11), 88-99.
  • Bayram, M., Bayram, Ü. & Arıcı, S. (2016). Otel İşletmeleri Instagram Paylaşımlarının Sosyal Medya Pazarlaması Kapsamında İçerik Analizi Yöntemi İle Değerlendirilmesi. Journal of Business Research, 8(2), 427-442.
  • Brooner, F. & Hoog, R. (2012). Social Media and Consumer Choice. International Journal of Marketing Research, 56(1), 51-71.
  • Chan, N. G. & Guillet, B. D. (2011). Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel & Tourism Marketing, 28(4), 345-368.
  • Dieck, C. T., Knowles, T. & Jung, T. (2013). Social Media Marketing in Selected UK Luxury Hotels. e-Review of Tourism Research, https://www.researchgate.net/publication/272510532_Social_Media_Marketing_in_Selected_UK_Luxury_Hotels
  • Divya, S. & Regi, B. (2014). An Empirical Study of Effectiveness of Social Media as a Marketing Tool. International Journal of Current Research and Academic Review, 2(3), 163-168.
  • Grenier, E., Fair, C. & Schumaker, R. (2014). Social Media: Is it a Valid Source for Creating New Business? Journal of Creative Communications, 9(2), 147-159.
  • Grizane, T. & Jurgelane, I. (2017). Social Media Impact on Business Evaluation. Procedia Computer Science, 104, 190-196.
  • Guillet, B. D., Kucukusta, D. & Liu, L. (2016). An Examination of Social Media Marketing in China: How do the Top 133 Hotel Brands Perform on the Top Four Chinese Social Media Sites? Journal of Travel & Tourism Marketing, 33(60, 783-805.
  • Hajli, M. N. (2013). A Study of the Impact of Social Media on Consumers. International Journal of Market Research, 56(3), 387-404.
  • Hashim, K. F. & Fadhil, N. A. (2017). Engaging with Customer Using Social Media Platform: A Case Study of Malaysian Hotels. Procedia Computer Science, 124, 4-11.
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), 59-68.
  • Lavoie, K. A. (2015). Instagram and Branding: A Case Study of Donkin' Donuts. Elon Journal of Undergraduate Research in Communications, 6(2), 79-90.
  • Leung, X. Y., Bai, B. & Stahura, K. A. The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter. Journal of Hospitality and Tourism Research, 39(2), 147-169.
  • National Statistical Committee of the Kyrgyz Republic (2016). Tourism in Kyrgyzstan, 2012-2016. http://www.stat.kg/media/publicationarchive/de19aaca-ac45-4d70-9770-c46ab3c3e1da.pdf
  • Neti, S. (2011). Social Media and Its Role in Marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15.
  • Sagala, O. B. & Rachmawati, E. (2016). Instagram Content Towards Customers' Purchase Intention for Start-up Culinary Company. Advanced in Economics, Business and Management Research, 15, 371-376.
  • Salleh, S. (2015). Instagram Marketing: A Content Analysis of Top Malaysian Restaurant Brands. e-Review of Tourism Research, http://agrilife.org/ertr/files/2015/02/SP04_MktSession_Salleh.pdf
  • Shabbir, M. S., Ghazi, M. S. & Mehmood A. R. (2016). Impact of Social Media Applications on Small Business Entrepreneurs. Arabian Journal of Business and Management Review, 6(3), 1-3.
  • Singh, T. P. & Sinha, R. (2017). The Impact of Socila Media on Business Growth and Performance in India. International Journal of Research in Management and Business Studies, 4(1), 36-40.
  • Stelzner, M.A. (2017). 2017 Social Media Marketing Industry Report. How Marketers Are Using Social Media to Grow Their Businesses, https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2017/
  • Virtanen, H., Björk, P. & Sjöström, E. (2017). Follow for follow: marketing of a start-up company on Instagram. Journal of Small Business and Enterprise Development, https://doi.org/10.1108/JSBED-12-2016-0202
  • https://www.statista.com/statistics/222243/number-of-instagram-business-acounts/, 15.04.2018
  • https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/, 15.04.2018
  • https://www.internetworldstats.com/,15.04.2018
  • https://business.instagram.com/,15.04.2018
  • http://hotelmarketing.com/index.php/content/article/millennial_travelers_instagram_use_has_grown_375_since_2013, 5.05.2018
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Meerim Asanbekova Bu kişi benim

Azamat Maksudunov 0000-0002-5010-513X

Yayımlanma Tarihi 27 Aralık 2018
Gönderilme Tarihi 19 Kasım 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 3 Sayı: 2

Kaynak Göster

APA Asanbekova, M., & Maksudunov, A. (2018). The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 3(2), 141-152.
AMA Asanbekova M, Maksudunov A. The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi. Aralık 2018;3(2):141-152.
Chicago Asanbekova, Meerim, ve Azamat Maksudunov. “The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan”. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi 3, sy. 2 (Aralık 2018): 141-52.
EndNote Asanbekova M, Maksudunov A (01 Aralık 2018) The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi 3 2 141–152.
IEEE M. Asanbekova ve A. Maksudunov, “The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan”, Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, c. 3, sy. 2, ss. 141–152, 2018.
ISNAD Asanbekova, Meerim - Maksudunov, Azamat. “The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan”. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi 3/2 (Aralık 2018), 141-152.
JAMA Asanbekova M, Maksudunov A. The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi. 2018;3:141–152.
MLA Asanbekova, Meerim ve Azamat Maksudunov. “The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan”. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, c. 3, sy. 2, 2018, ss. 141-52.
Vancouver Asanbekova M, Maksudunov A. The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi. 2018;3(2):141-52.
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