Insta-Shopping of Turkish Fashion

Umut Ayman 1 *, Anıl Kemal Kaya 1
More Detail
1 Eastern Mediterranean University, TRNC
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 6, Issue December 2016 - Special Issue, pp. 86-97. https://doi.org/10.30935/ojcmt/5643
OPEN ACCESS   2261 Views   1417 Downloads   Published online: 01 Dec 2016
Download Full Text (PDF)

ABSTRACT

The augmented use of social media gives a phase for the companies or individuals to move their traditional marketing efforts into the social media. Especially Instagram become very popular with the enormous number of users and marketplace opportunity give chance to the online shops to transfer their marketing efforts into a new platform. As an emerging market Turkey, Instagram and Instagram shopping have become prevalent for the brands and the consumers to communicate and make transactions on Instagram. The aim of the study is to understand popular Turkish fashion brands’ marketing strategies on Instagram. The content analysis will used to understand the Instagram marketing strategies of Turkish fashion brands on Instagram. The research findings will create a pathway for marketing communication professionals and academicians to understand Instagram as an effective brand communication channel within a new marketplace.
Keywords: Instagram, marketing, fashion brands, social media

CITATION

Ayman, U., & Kaya, A. K. (2016). Insta-Shopping of Turkish Fashion. Online Journal of Communication and Media Technologies, 6(December 2016 - Special Issue), 86-97. https://doi.org/10.30935/ojcmt/5643

REFERENCES

  • Ayman, U. (2015). Profiling Consumer Decision-Making Styles and Consumption among Young Adult Consumers in Northern Cyprus: From Marketing Communications Perspective. Phd Thesis, Eastern Mediterranean University, Communication and Media Studies.
  • Ayman, U. & Kaya, A. K. (2015). Instamarketing - A Content Analysis of a Famous Turkish Cosmetic Brand’s Marketing on Instagram. International Conference on Communication, Media, Technology and Design 16 - 18 May 2015 Dubai – United Arab Emirates.
  • Clothing Industry (2014) Republic of Turkey, Ministry of Economy (http://www.economy.gov.tr/)
  • Fill, C. (2002). Marketing communication: Engagement, strategies and practices (4th ed.).
  • England: Pearson Education Limited.
  • iContact, (2015). Instagram. (http://www.icontact.com/define/instagram/)
  • Defacto Instagram Account (https://www.instagram.com/defactoofficial/?hl=tr)
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and Opportunities of Social Media, Business Horizons, 53, pp. 59-68.
  • Koton Instagram Account (https://www.instagram.com/koton/?hl=tr)
  • Moody, W. (2008) Fashion and Clothing and Appearance Management, University of Manchester, The Manchester Museum, Landscape and Identity Conference.
  • LC Waikiki Instagram Account (https://www.instagram.com/lcwaikiki/?hl=tr)
  • Mavi Jeans Instagram Account (https://www.instagram.com/mavi/?hl=tr)
  • Socialbakers Statistics (http://www.socialbakers.com/statistics/facebook/pages/total/turkey/brands/fashion/)
  • Ross, R. (2005). Home Economics, Fashion and Textile Technology, Consumer Studies. Scotland: Learning and Teaching Scotland.
  • Solomon, M.R. (2003). Tüketici Krallığının Fethi, Markalar Diyarında Pazarlama Stratejileri. (Çeviri: Selin Çetinkaya). İstanbul: Capital Medya.
  • Tarasova, E. (2015). Instagraming in Russia, Global Fashion Management Conference, Florence, Renaissance of Marketing and Management in Fashion (p.187-188)