SÜRDÜRÜLEBİLİRLİKLE İLGİLİ PAZARLAMA İLETİŞİM ARACI OLARAK INSTAGRAM: EN DEĞERLİ 25 MARKA ÜZERİNE BİR ARAŞTIRMA
Sürdürülebilirlik mevcut kaynakların gelecek nesiller düşünülerek verimli kullanımıdır. İşletmeler pazarlamailetişimlerinin bir parçası olarak sürdürülebilirlikle ilgili hassasiyetlerine ve çabalarına ilişkin konuları ilgili kitlelerlepaylaşmaktadır. Bu çalışmanın amacı işletmelerin sürdürülebilirlik ile ilgili iletişim çabalarını resmi Instagram sayfalarıüzerinden araştırmaktır. Bu amaçla, sürdürülebilirlik açısından Instagram’ın potansiyelini ortaya koymak üzere Statistatarafından Türkiye’de 2019 yılının en değerli 25 markasının resmi Instagram hesaplarındaki paylaşımlar içerik analizinetabi tutulmuştur. Araştırma bulgularına göre dahil edilen markaların sürdürülebilirlikle ilgili iletişimleri içindesürdürülebilirlik ile ilgili konuların oransal olarak oldukça düşük düzeyde olduğu söylenebilmektedir. Sonuçlar teori,tüketiciler ve işletmeler açısından tartışılmıştır. Çalışma, sürdürülebilirlik gibi yüksek hassasiyet gerektiren bir konuda,Instagram gibi yaygın etkiye sahip bir pazarlama iletişimi aracını incelendiğinden orijinallik değeri taşımaktadır.
INSTAGRAM AS A MARKETING COMMUNICATION TOOL FOR SUSTAINABILITY: A RESEARCH ON 25 MOST VALUABLE BRANDS
Sustainability is consuming today’s resources efficiently, considering next generations. Organizations are sharing their interest and efforts about sustainability issues as a part of their marketing communication, with masses.the purpose of this study is to investigate organizational communication efforts about susutainability through their offical Instagram accounts. With this purpose, in order to establish the potential of Instagramfor Sustainability, the posts from official Instagram accounts of first 25 valuable brands were included a content analysis. According to the findings of the research, it can be said that the sustainability issues are relatively low in the sustainability communication of the brands included. Results, then discussed through theory, consumer and managerial perspectives. This study has an originality value by being one of the few frontier effort examining sustainability and Instagram together.
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