The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan

In recent years social media is deeply integrated in our everyday lives. Especially, Instagram has gained popularity as a communication and marketing tool among social networks. Many companies are trying to develop an Instagram marketing strategy in order to connect with customers and increase their productivity. Main purpose of this study is to evaluate Instagram marketing strategy of five and four star hotels in Kyrgyzstan by using content analysis method. For this purpose, the posts between 15.11.2017-15.05.2018 of four and five star hotels which have Instagram official pages with maximum number of followers were examined. Instagram pages of the hotels were analyzed according to criteria such as number of shared posts, theme and format of these posts, number of likes and comments to these posts etc. According to the findings majority of posts are in image format and published in Russian language. It can be said that hotels in Kyrgyzstan do not fully use the marketing power of Instagram