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Research on Humanities and Social Sciences

Communication, Social Sciences, Arts

Edited By Hasan Arslan, Mehmet Ali Içbay and Christian Ruggiero

This book presents a collection of papers written by researchers, teachers, administrators, analysts and graduate students working and doing research in the field of social sciences. The scientific studies include a wide range of topics from the analysis of social science textbooks to the teacher image in newspapers, the relationship between self-efficacy and cognitive level and the role of organizational silence on the loneliness of academics in work life.

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Using Social Media in City Marketing: A Content Analysis of Hashtags for Istanbul in Instagram (Selda Uca Ozer)


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Selda Uca Ozer*

Using Social Media in City Marketing: A Content Analysis of Hashtags for Istanbul in Instagram

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.

Keywords: Social Media, Instagram, Istanbul, Content Analysis

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