THE USE OF INSTAGRAM AS A PUBLIC RELATIONS TOOL IN BRAND COMMUNICATION: A RESEARCH ON THE CONTENT EFFECT’S ON USER INTERACTION

45295

This study focuses on the use of Instagram as a public relations tool in brand communication. In this context, it is aimed to explain how Instagram is used as a public relations tool in the context of brand communication and how content on Instagram published by brands can have an impact on users interaction level. For this purpose, according to social brands Social Media Research in February 2018, the first 10 brands in the most successful brands list in Instagram constitute the sample of the research. The share of these samples was examined by the participatory observation and content analysis method between February 1-28, 2018. As a result of the findings, it’s concluded that the corporate public relations shares in the postings, they share in Instagram accounts are relatively small, that they share more with product-service promotion, competition, promotion and advertising in the context of marketing public relations, and that they increase user interaction by creating brand awareness in the shares, they use and encourage to use besides hashtag and mention.

699

Brand Communication , Public Relations , Instagram , Content Management , User Interaction

Abant Sosyal Bilimler Dergisi

717

Abant Sosyal Bilimler Dergisi