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Social Media Usage of Hotels in the Scope of Digital Marketing: A Research on Instagram

Yıl 2025, Cilt: 28 Sayı: 1, 78 - 94, 30.04.2025

Ercan Çiçek , Ebru Dıvrak

https://doi.org/10.29249/selcuksbmyd.1586306

Öz

Hotels' social media presence is critical for brands to engage with their target audiences and increase customer engagement. This study aims to analyze hotels' use of Instagram in the context of digital marketing and examine the impact of social media on their marketing performance. It investigates hotels' social media strategies, especially how they increase customer engagement on Instagram, and the relationship between the number of followers and engagement strategies. The main problem of the research is what kind of content strategies hotels follow on Instagram and how these strategies affect customer engagement. Qualitative research method was used in the study and content analysis was preferred as a data collection tool. The population of the study consisted of 10 hotels selected from TripAdvisor's list of the best hotels worldwide. The Instagram accounts of these hotels were analyzed between August 1-15, 2024. The key findings of the study show that hotels that actively use engagement-oriented features such as Instagram Stories and Reels achieve higher follower growth and engagement rates. Visually rich content, especially hotel landscapes, food and pool-themed posts, had the highest engagement rates. The study reveals that the active use of engagement strategies increases customer engagement and social media marketing contributes positively to the performance of hotel businesses.

Anahtar Kelimeler

Digital Marketing, Social Media, Interaction, Engagement, Instagram

Kaynakça

  • Annamalai, B., Yoshida, M., Varshney, S., Pathak, A. A., & Venugopal, P. (2021). Social media content strategy for sport clubs to drive fan engagement. Journal of Retailing and Consumer Services, 62, 102648. https://doi.org/10.1016/j.jretconser.2021.102648
  • Batu, M., & Kayacan, Ş. (2018). Kurumsal İletişim Projelerinin, Kurumların Marka Algısı İle İlişkisi: Belediyelere Yönelik Bir Analiz [PhD Thesis, Erciyes University]. https://dergipark.org.tr/en/download/article-file/516401
  • Belias, D., Velissariou, E., Kyriakou, D., Varsanis, K., Vasiliadis, L., Mantas, C., Sdrolias, L., & Koustelios, A. (2018). Tourism Consumer Behavior and Alternative Tourism: The Case of Agrotourism in Greece. İçinde V. Katsoni ve K. Velander (Ed.), Innovative Approaches to Tourism and Leisure (ss. 465-478). Springer International Publishing. https://doi.org/10.1007/978-3-319-67603-6_35
  • Belias, D., Velissariou, E., Kyriakou, D., Vasiliadis, L., Sdrolias, L., Aspridis, G., & Koustelios, A. (2017). The use of social media as a tool for acquiring knowledge and collaborative environment in Tourism-The Case of Greece. Journal of Tourism Research, 16(1), 106-116.
  • Bozhko, L. (2019). Business research of Bali and Malang promoting instagram accounts: A detailed but incomplete study. Frontiers Journal of Accounting and Business Research, 1(1), 8-10.
  • Caetano, A. R. A. (2017). Insights on the use and consequences of user-generated content in the context of Portuguese luxury hotels [Master’s Thesis]. https://repositorio.iscte-iul.pt/handle/10071/15707
  • Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835-846. https://doi.org/10.1016/j.jbusres.2020.06.025
  • Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing (6. baskı, ss. 11-33). Pearson Education Limited. https://digilib.stiestekom.ac.id/assets/dokumen/ebook/feb_27aff686c21a3ec16bdc9e2e8d785bf6b8d8e4e8_1655821975.pdf
  • Cheng, Y., Zhou, X., & Li, Y. (2023). The effect of digital transformation on real economy enterprises’ total factor productivity. International Review of Economics and Finance, 85, 488-501. https://doi.org/10.1016/j.iref.2023.02.007
  • Chi, H.-H. (2011). Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61. https://doi.org/10.1080/15252019.2011.10722190
  • Choi, T. R., & Sung, Y. (2018). Instagram versus Snapchat: Self-expression and privacy concern on social media. Telematics and Informatics, 35(8), 2289-2298. https://doi.org/10.1016/j.tele.2018.09.009
  • Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468-481. https://doi.org/10.1016/j.jretconser.2014.03.006
  • de Amorim, L. A., Sousa, B. B., Dias, A. L., & Santos, V. R. (2022). Exploring the outcomes of digital marketing on historic sites’ visitor behaviour. Journal of Cultural Heritage Management and Sustainable Development. https://doi.org/10.1108/JCHMSD-11-2021-0202
  • De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Deng, Q., Hine, M., Ji, S., & Wang, Y. (2020). Consumer engagement with brand posts on social media: Current state and research agenda. Proceedings of HICSS-53. https://aisel.aisnet.org/hicss-53/in/electronic_marketing/5/
  • Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management in the hospitality industry. Journal of Hospitality, 1(1), 1-14. http://htmjournals.com/jh/index.php/jh/article/view/1
  • Dimitrios, B., Ioannis, R., Angelos, N., & Nikolaos, T. (2023). Digital marketing: The case of digital marketing strategies on luxurious hotels. Procedia Computer Science, 219, 688-696. https://doi.org/10.1016/j.procs.2023.01.340
  • Dixon, S. J. (2024). Most popular social networks worldwide as of April 2024, ranked by number of monthly active users [Post]. Statista. www.statista.com
  • Du, K., Zhao, Q., Yin, Y., & Zhang, T. (2024). Marketing executives and corporate performance: From the perspective of marketing digitalization. International Review of Economics and Finance, 93, 631-644. https://doi.org/10.1016/j.iref.2024.03.028
  • Fiona, F., Susetyo, S., & Putri, A. M. P. (2022). Digital marketing through social media Instagram as a promotion means to increase interest in visiting Bengkulu tourism objects. 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021), 63-70. https://www.atlantis-press.com/proceedings/seabc-21/125971226
  • Halaszovich, T., & Nel, J. (2017). Customer–brand engagement and Facebook fan-page “Like”-intention. Journal of Product and Brand Management, 26(2), 120-134. http://dx.doi.org/10.1108/JPBM-02-2016-1102
  • Islam, M. T. (2021). Applications of social media in the tourism industry: A review. SEISENSE Journal of Management, 4(1), 59-68. https://doi.org/10.33215/sjom.v4i1.556
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Kaur, B., Sharma, R. R., & Bhardwaj, R. (2022). Revisiting antecedents of consumers’ perceptions towards viral marketing: A scale validation approach. İçinde Digital Marketing Outreach (1. baskı, s. 244). Routledge India. https://doi.org/10.4324/9781003315377
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  • Kim, D. H., Seely, N. K., & Jung, J.-H. (2017). Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in Human Behavior, 70, 535-543. https://doi.org/10.1016/j.chb.2017.01.022
  • Királ’ová, A., & Pavlíček, A. (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, 358-366. https://doi.org/10.1016/j.sbspro.2015.01.1211
  • Kowalewicz. (2022). How social media impacts consumer buying [Post]. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2022/04/28/how-social-media-impacts-consumer-buying/
  • Kumar, V., & Mirchandani, R. (2013). Increasing the ROI of social media marketing. IEEE Engineering Management Review, 41(3), 17-23. https://doi.org/10.1109/EMR.2013.6596535
  • Kunkel, T., Walker, M., & Hodge, C. M. (2019). The influence of advertising appeals on consumer perceptions of athlete endorser brand image. European Sport Management Quarterly, 19(3), 373-395. https://doi.org/10.1080/16184742.2018.1530688
  • Lahtinen, N., Pulkka, K., Karjaluoto, H., & Mero, J. (2023). Digital Marketing Strategy: Create Strategy, Put It Into Practice, Sell More. Edward Elgar Publishing. https://doi.org/10.4337/9781035311316
  • Law, R., Leung, R., & Buhalis, D. (2009). Information technology applications in hospitality and tourism: A review of publications from 2005 to 2007. Journal of Travel and Tourism Marketing, 26(5-6), 599-623. https://doi.org/10.1080/10548400903163160
  • Lee, E.-J. (2008). When are strong arguments stronger than weak arguments? Deindividuation effects on message elaboration in computer-mediated communication. Communication Research, 35(5), 646-665. https://doi.org/10.1177/0093650208321784
  • Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/OIR-01-2015-0029
  • Ma, X., & Gu, X. (2024). New marketing strategy model of E-commerce enterprises in the era of digital economy. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29038
  • Müller, J. M., Buliga, O., & Voigt, K.-I. (2021). The role of absorptive capacity and innovation strategy in the design of industry 4.0 business models - A comparison between SMEs and large enterprises. European Management Journal, 39(3), 333-343. https://doi.org/10.1016/j.emj.2020.01.002
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Dijital Pazarlama Kapsamında Otellerin Sosyal Medya Kullanımları: Instagram Üzerine Bir Araştırma

Yıl 2025, Cilt: 28 Sayı: 1, 78 - 94, 30.04.2025

Ercan Çiçek , Ebru Dıvrak

https://doi.org/10.29249/selcuksbmyd.1586306

Öz

Otellerin sosyal medyadaki varlıkları, markaların hedef kitleleriyle etkileşime geçmesi ve müşteri katılımını artırması açısından kritik öneme sahiptir. Bu çalışma, dijital pazarlama bağlamında otellerin Instagram kullanımlarını analiz ederek, sosyal medyanın pazarlama performanslarına etkisini incelemeyi amaçlamaktadır. Otellerin sosyal medya stratejileri, özellikle Instagram üzerinden müşteri etkileşimlerini nasıl artırdıklarını ve takipçi sayılarıyla etkileşim stratejileri arasındaki ilişkiyi araştırmaktadır. Araştırmanın temel problemi, otellerin Instagram’da nasıl bir içerik stratejisi izledikleri ve bu stratejilerin müşteri katılımını nasıl etkilediğidir. Çalışmada nitel araştırma yöntemi kullanılmış ve veri toplama aracı olarak içerik analizi tercih edilmiştir. Araştırmanın evrenini, TripAdvisor’ın dünya genelindeki en iyi oteller listesinden seçilen 10 otel oluşturmuştur. Bu otellerin Instagram hesapları, 1-15 Ağustos 2024 tarihleri arasında analiz edilmiştir. Araştırmanın temel bulguları, Instagram Hikayeleri ve Reels gibi etkileşim odaklı özellikleri aktif olarak kullanan otellerin daha yüksek takipçi artışı ve etkileşim oranlarına ulaştığını göstermektedir. Görsel açıdan zengin içerikler, özellikle otel manzaraları, yemek ve havuz temalı paylaşımlar, en yüksek etkileşim oranlarına sahiptir. Çalışma, etkileşim stratejilerinin aktif kullanımının müşteri katılımını artırdığını ve sosyal medya pazarlamasının otel işletmelerinin performansına olumlu katkıda bulunduğunu ortaya koymaktadır.

Anahtar Kelimeler

Dijital Pazarlama Sosyal Medya Etkileşim Katılım Instagram

Kaynakça

  • Annamalai, B., Yoshida, M., Varshney, S., Pathak, A. A., & Venugopal, P. (2021). Social media content strategy for sport clubs to drive fan engagement. Journal of Retailing and Consumer Services, 62, 102648. https://doi.org/10.1016/j.jretconser.2021.102648
  • Batu, M., & Kayacan, Ş. (2018). Kurumsal İletişim Projelerinin, Kurumların Marka Algısı İle İlişkisi: Belediyelere Yönelik Bir Analiz [PhD Thesis, Erciyes University]. https://dergipark.org.tr/en/download/article-file/516401
  • Belias, D., Velissariou, E., Kyriakou, D., Varsanis, K., Vasiliadis, L., Mantas, C., Sdrolias, L., & Koustelios, A. (2018). Tourism Consumer Behavior and Alternative Tourism: The Case of Agrotourism in Greece. İçinde V. Katsoni ve K. Velander (Ed.), Innovative Approaches to Tourism and Leisure (ss. 465-478). Springer International Publishing. https://doi.org/10.1007/978-3-319-67603-6_35
  • Belias, D., Velissariou, E., Kyriakou, D., Vasiliadis, L., Sdrolias, L., Aspridis, G., & Koustelios, A. (2017). The use of social media as a tool for acquiring knowledge and collaborative environment in Tourism-The Case of Greece. Journal of Tourism Research, 16(1), 106-116.
  • Bozhko, L. (2019). Business research of Bali and Malang promoting instagram accounts: A detailed but incomplete study. Frontiers Journal of Accounting and Business Research, 1(1), 8-10.
  • Caetano, A. R. A. (2017). Insights on the use and consequences of user-generated content in the context of Portuguese luxury hotels [Master’s Thesis]. https://repositorio.iscte-iul.pt/handle/10071/15707
  • Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835-846. https://doi.org/10.1016/j.jbusres.2020.06.025
  • Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing (6. baskı, ss. 11-33). Pearson Education Limited. https://digilib.stiestekom.ac.id/assets/dokumen/ebook/feb_27aff686c21a3ec16bdc9e2e8d785bf6b8d8e4e8_1655821975.pdf
  • Cheng, Y., Zhou, X., & Li, Y. (2023). The effect of digital transformation on real economy enterprises’ total factor productivity. International Review of Economics and Finance, 85, 488-501. https://doi.org/10.1016/j.iref.2023.02.007
  • Chi, H.-H. (2011). Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61. https://doi.org/10.1080/15252019.2011.10722190
  • Choi, T. R., & Sung, Y. (2018). Instagram versus Snapchat: Self-expression and privacy concern on social media. Telematics and Informatics, 35(8), 2289-2298. https://doi.org/10.1016/j.tele.2018.09.009
  • Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468-481. https://doi.org/10.1016/j.jretconser.2014.03.006
  • de Amorim, L. A., Sousa, B. B., Dias, A. L., & Santos, V. R. (2022). Exploring the outcomes of digital marketing on historic sites’ visitor behaviour. Journal of Cultural Heritage Management and Sustainable Development. https://doi.org/10.1108/JCHMSD-11-2021-0202
  • De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Deng, Q., Hine, M., Ji, S., & Wang, Y. (2020). Consumer engagement with brand posts on social media: Current state and research agenda. Proceedings of HICSS-53. https://aisel.aisnet.org/hicss-53/in/electronic_marketing/5/
  • Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management in the hospitality industry. Journal of Hospitality, 1(1), 1-14. http://htmjournals.com/jh/index.php/jh/article/view/1
  • Dimitrios, B., Ioannis, R., Angelos, N., & Nikolaos, T. (2023). Digital marketing: The case of digital marketing strategies on luxurious hotels. Procedia Computer Science, 219, 688-696. https://doi.org/10.1016/j.procs.2023.01.340
  • Dixon, S. J. (2024). Most popular social networks worldwide as of April 2024, ranked by number of monthly active users [Post]. Statista. www.statista.com
  • Du, K., Zhao, Q., Yin, Y., & Zhang, T. (2024). Marketing executives and corporate performance: From the perspective of marketing digitalization. International Review of Economics and Finance, 93, 631-644. https://doi.org/10.1016/j.iref.2024.03.028
  • Fiona, F., Susetyo, S., & Putri, A. M. P. (2022). Digital marketing through social media Instagram as a promotion means to increase interest in visiting Bengkulu tourism objects. 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021), 63-70. https://www.atlantis-press.com/proceedings/seabc-21/125971226
  • Halaszovich, T., & Nel, J. (2017). Customer–brand engagement and Facebook fan-page “Like”-intention. Journal of Product and Brand Management, 26(2), 120-134. http://dx.doi.org/10.1108/JPBM-02-2016-1102
  • Islam, M. T. (2021). Applications of social media in the tourism industry: A review. SEISENSE Journal of Management, 4(1), 59-68. https://doi.org/10.33215/sjom.v4i1.556
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Kaur, B., Sharma, R. R., & Bhardwaj, R. (2022). Revisiting antecedents of consumers’ perceptions towards viral marketing: A scale validation approach. İçinde Digital Marketing Outreach (1. baskı, s. 244). Routledge India. https://doi.org/10.4324/9781003315377
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  • Kim, D. H., Seely, N. K., & Jung, J.-H. (2017). Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in Human Behavior, 70, 535-543. https://doi.org/10.1016/j.chb.2017.01.022
  • Királ’ová, A., & Pavlíček, A. (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, 358-366. https://doi.org/10.1016/j.sbspro.2015.01.1211
  • Kowalewicz. (2022). How social media impacts consumer buying [Post]. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2022/04/28/how-social-media-impacts-consumer-buying/
  • Kumar, V., & Mirchandani, R. (2013). Increasing the ROI of social media marketing. IEEE Engineering Management Review, 41(3), 17-23. https://doi.org/10.1109/EMR.2013.6596535
  • Kunkel, T., Walker, M., & Hodge, C. M. (2019). The influence of advertising appeals on consumer perceptions of athlete endorser brand image. European Sport Management Quarterly, 19(3), 373-395. https://doi.org/10.1080/16184742.2018.1530688
  • Lahtinen, N., Pulkka, K., Karjaluoto, H., & Mero, J. (2023). Digital Marketing Strategy: Create Strategy, Put It Into Practice, Sell More. Edward Elgar Publishing. https://doi.org/10.4337/9781035311316
  • Law, R., Leung, R., & Buhalis, D. (2009). Information technology applications in hospitality and tourism: A review of publications from 2005 to 2007. Journal of Travel and Tourism Marketing, 26(5-6), 599-623. https://doi.org/10.1080/10548400903163160
  • Lee, E.-J. (2008). When are strong arguments stronger than weak arguments? Deindividuation effects on message elaboration in computer-mediated communication. Communication Research, 35(5), 646-665. https://doi.org/10.1177/0093650208321784
  • Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/OIR-01-2015-0029
  • Ma, X., & Gu, X. (2024). New marketing strategy model of E-commerce enterprises in the era of digital economy. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29038
  • Müller, J. M., Buliga, O., & Voigt, K.-I. (2021). The role of absorptive capacity and innovation strategy in the design of industry 4.0 business models - A comparison between SMEs and large enterprises. European Management Journal, 39(3), 333-343. https://doi.org/10.1016/j.emj.2020.01.002
  • Neuendorf, K. A. (2017). The Content Analysis Guidebook. Sage. https://www.google.com/books?hl=en&id=nMA5DQAAQBAJ
  • Öztürk, M. (2018). Dijital Pazarlama. İçinde Değişen Pazarlama Anlayışı (1. baskı). Gazi Kitabevi. https://www.seckin.com.tr/kitap/823394249
  • Pathak, A. A., & Kaushik, K. (2024). Driving consumer engagement for digital payment brands: Content strategy on Instagram. Journal of Retailing and Consumer Services, 79, 103821. https://doi.org/10.1016/j.jretconser.2024.103821
  • Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. (2012). Digital and social media in the purchase decision process: A special report from the Advertising Research Foundation. Journal of Advertising Research, 52(4), 479-489. https://doi.org/10.2501/JAR-52-4-479-489
  • Rahayuningrat, P. S., Ardiani, G. T., Alisa, J., Sugiarti, R., & Taufik, N. (2024). The effectiveness of Instagram advertising for digital marketing strategy: Systematic literature review. International Journal of Tourism and Hospitality in Asia Pacific (IJTHAP), 7(1), 1-13. https://doi.org/10.32535/ijthap.v7i1.2888
  • Reimer, T. (2023). Environmental factors to maximize social media engagement: A comprehensive framework. Journal of Retailing and Consumer Services, 75, 103458. https://doi.org/10.1016/j.jretconser.2023.103458
  • Roller. (2024, October 1). Gen Z travel trends and statistics in 2023 [Post]. https://www.roller.software/blog/gen-z-travel-trends-and-statistics
  • Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011. https://doi.org/10.1016/j.emj.2014.05.001
  • Sarıkaya, H. (2022). Dijital Pazarlama. İçinde Pazarla-Ma Teoriden Pratiğe (ss. 145-162). Efe Akademi Yayınları.
  • Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53(1), 47-65. https://doi.org/10.1016/j.intmar.2020.05.001
  • Sheydayi, A., & Dadashpoor, H. (2023). Conducting qualitative content analysis in urban planning research and urban studies. Habitat International, 139, 102878. https://doi.org/10.1016/j.habitatint.2023.102878
  • Steuer, J. (1995). Defining virtual reality: Dimensions determining telepresence. Communication in the Age of Virtual Reality. Lawrence Erlbaum and Associates. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
  • Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77-87. https://doi.org/10.1016/j.indmarman.2016.07.006
  • Tripadvisor. (2024). Tripadvisor. https://www.tripadvisor.com.tr/Search?q=en+iyi+de%C4%9Fer+sunan&geo=1&ssrc=h&searchNearby=false&searchSessionId=001b2757532b1b45.ssid&blockRedirect=true&offset=0
  • Vaiciukynaite, E., Massara, F., & Gatautis, R. (2017). An investigation on consumer sociability behaviour on Facebook. Inzinerine Ekonomika, 28(4), 467-474.
  • Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209. https://doi.org/10.1504/IJIDS.2019.101994
  • Wati, A. P., Martha, J. A., & Indrawati, A. (2020). Digital Marketing (1. baskı). Edulitera (Anggota IKAPI – No. 211/JTI/2019).
  • Yıldırım, A., & Şimsek, H. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (11. baskı). Seçkin Yayıncılık. https://hdl.handle.net/11511/70532
  • Yılmazdoğan, O. C., & Özel, Ç. H. (2014). Sosyal medya pazarlamasının otellerdeki kullanımının yararlarına yönelik yönetici algılarının belirlenmesi: Antalya örneği. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 15(1), Article 1. https://doi.org/10.24889/ifede.268178
Toplam 55 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Dijital Pazarlama
Bölüm Araştırma Makalesi
Yazarlar

Ercan Çiçek 0000-0002-0079-5531

Ebru Dıvrak 0000-0003-2282-5014

Yayımlanma Tarihi 30 Nisan 2025
Gönderilme Tarihi 15 Kasım 2024
Kabul Tarihi 10 Mart 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 28 Sayı: 1

Kaynak Göster

APA Çiçek, E., & Dıvrak, E. (2025). Dijital Pazarlama Kapsamında Otellerin Sosyal Medya Kullanımları: Instagram Üzerine Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 28(1), 78-94. https://doi.org/10.29249/selcuksbmyd.1586306
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