Insta-Shopping of Turkish Fashion

Umut Ayman 1 *, Anıl Kemal Kaya 1

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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

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 6, Issue December 2016 - Special Issue, pp. 86-97

Published Online: 01 Dec 2016

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