Using social media in city marketing: A content analysis of hashtags for Istanbul in Instagram
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Date
2017
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Publisher
Peter Lang AG
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Nowadays, social media has almost become part of consumers' daily lives. It is seen that social media, which is one of the most important marketing tools for companies and brands, is also being used effectively in city marketing. This paper aims to systematically analyse hashtags for Istanbul on Instagram, which is one of the most important social media channels, and to determine elements that can be used effectively in city marketing. In this study, the content of hashtags for Istanbul on Instagram has been analysed using content analysis, using "visual elements." After a detailed document review, an encoding table that contains the main themes and sub-themes related to important elements in marketing of Istanbul has been created. Percentage and frequency analyses have been performed as descriptive statistics to analyse the data. In line with the findings of the research, prominent elements in shares of users related to Istanbul have been evaluated, and recommendations have been made for using these elements in city marketing activities. © Peter Lang GmbH, Internationaler Verlag der Wissenschaften, Frankfurt am Main 2016. All rights reserved.
Description
Keywords
Content Analysis; Instagram; Istanbul; Social Media
Journal or Series
Research on Humanities and Social Sciences: Communication, Social Sciences, Arts
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N/A
