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A Study on Instagram Usage of Universities in Kyrgyzstan

Yıl 2023, Cilt: 10 Sayı: 2, 511 - 524, 30.06.2023

Acar Şarşenkadırova Azamat Maksüdünov

https://doi.org/10.47097/piar.1264693

Öz

While the adoption of information and communication technologies by institutions and organizations continues rapidly, it is a well-known fact that the situation varies according to countries and industries.This study aims to evaluateInstagram usage of private and state universities in Kyrgyzstan. In this framework, first of all, universities that are actively using Instagram were determined and their posts were subjected to content analysis. Content analysis isconducted according to criterias such as the number of followers, distribution of my posts by format, language, and the reaction of the followers. According to the results, it has been determined that 43.3% of universities in Kyrgyzstan are registered to Instagram and very few of them are actively using it. The results of the study are important in terms of understanding the general state of universities' social media marketing activities in Kyrgyzstan and providing the necessary clues for them to be more effective.

Anahtar Kelimeler

Social Media Instagram University Kyrgyzstan

Kaynakça

  • Ann Voss, K. and Kumar, A. (2013). The value of social media: are universities successfully engaging their audience? Journal of Applied Research in Higher Education, 5(2), 156-172. https://doi.org/10.1108/JARHE-11-2012-0060
  • Alsufyan, N.K. and Aloud, M.  (2017), The state of social media engagement in Saudi universities. Journal of Applied Research in Higher Education, 9(2), 267-303.http://dx.doi.org/10.1108/JARHE-01-2016-0001
  • Assimakopoulos, C., Antoniadis, I., Kayas, O.G. and Dvizac, D. (2017). Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management, 45(5), 532-549. https://doi.org/10.1108/IJRDM-11-2016-0211
  • Audretsch, David B., and Maksim Belitski. (2021). Three-Ring entrepreneurial university: in search of a new business model. Studies in Higher Education 46(5): 977–87. doi: 10.1080/03075079.2021.1896804.
  • Baaken, T., Davey, T. and Rossano, S. (2016). Marketing—Making a difference for entrepreneurial universities.pp. 247–65 in Making a Difference Through Marketing, edited by C. Plewa and J. Conduit. Singapore: Springer Singapore.
  • Belanger, C.H., Bali, S. and Longden, B. (2014). How Canadian universities use social media to brand themselves.Tertiary Education and Management,20(1), 14–29. doi:10.1080/13583883.2013.852237
  • Boumarafi, B. (2015). Social media use in Algerian universities: university of constantine 2 case study.The IAFOR Journal of Education, 31-41, doi:10.22492/ije.3.se.02.
  • Boyd, D. and Ellison, N.B. (2008). Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. doi:10.1111/j.1083-6101.2007.00393.x
  • Datareportal. (2022). Global social media statistics, https://datareportal.com/social-media-users, 12.03.2023
  • Dlamini, C., Ncube, F. and Muchemwa, S. (2015). The use of social media technology in universities: a case of Solusi University, Zimbabwe. Journal of Media and Communication Studies, 7(5), 101-111, doi: 10.5897/JMCS2015.0447.
  • Doğan, N., ve Barutçu, S. (2019). Eğitim Kurumlarında Sosyal Medya Pazarlama Algısı: Denizli İlinde Bir Araştırma. Balkan and Near Eastern Journal of Social Sciences, 5(4), 77-86.
  • Etzkowitz, H. and Zhou, C. (2008). Introduction to special issue building the entrepreneurial university: a global perspective. Science and Public Policy, 35(9), 627-635.
  • Fedorova, E.S. (2022). Social media marketing is a new tool in the business. ПроблемыНауки, 3(172), 373-375.
  • Galvão, A., Mascarenhas,C. and Marques, C. (2020). Knowledge spillovers between universities and companies of low-density territories.Knowledge Management Research & Practice 1–14. doi: 10.1080/14778238.2020.1829516.
  • Golovina S.S. (2021). Social networks in the internet communication system of modern youth: on the example of the social network “Instagram”. Human Society Science, 2(4), 89-102. DOI:10.53015/2686-8172_2021_2_4_89.
  • Gökler, K., ve Onay, A. (2020). Üniversitelerin kurumsal iletişim aracı olarak Instagram kullanımı: vakıf üniversitelerinin Instagram sayfaları üzerine betimsel bir içerik analizi. Türkiye İletişim Araştırmaları Dergisi, 35, 311-337. DOI:10.17829/turcom.584419.
  • Huang, Y., and Su, S. (2018). Motives for Instagram use and topics of interest among young adults. Future Internet,10(8), 77. https://doi.org/10.3390/fi10080077
  • Iankova, S., Davies, Archer,I., Chris, B., Marder, B. and Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81. 169-179. doi:10.1016/j.indmarman.2018.01.001.
  • Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., and Qureshi, M.(2018). Use of social media sites by Malaysian universities and its ımpact on university ranking. International Journal of Engineering & Technology, 7(4.28), 67-71.
  • Ismailova, R. and Kimsanova, G. (2017). Universities of the Kyrgyz Republic on the web: accessibility and usability. Univ Access Inf Soc, 16(4), 1017–1025. https://doi.org/10.1007/s10209-016-0481-0
  • Kotler, P. (2017). Marketing 4.0. Moving from traditional to digital. New Jersey: John Wiley & Sons, Inc.
  • Kotler, P. and Keller, K. (2014). Marketing management. 15th Edition, Prentice Hall, Saddle River.
  • Leung, W., Shi, S., and Chow, W.S. (2019). Impacts of user interactions on trust development in C2C social commerce: The central role of reciprocity. Internet Res. 30 (1), 335-356. Doi:10.1108/INTR-09-2018-0413.
  • Mayansari, D. and Salim, M. (2021). The Effectiveness of university Instagram account as ınformation media for students.Atlantis Press, 3rd Jogjakarta Communication Conference, 175-178.
  • Mirembe, D.P., Jude, T. and Kibukamusoke, M. (2019). Leveraging social media in higher education: a case of universities in Uganda. European Journal of Open, Distance and E-Learning, 22(1), 70-84.
  • Motta, J. and Barbosa, M. (2018). Social media as a marketing tool for European and North American universities and colleges. Journal of Intercultural Management, 10(3),125–154, doi:10.2478/joim-2018-0020.
  • National Statistical Committee of the Kyrgyz Republic. (2021). Education and culture, http://www.stat.kg/, 01.01.2023
  • Okmeydan., S. (2020). Üniversitelerin sosyal medya kullanımı: İzmir’deki devlet ve vakıf üniversitelerinin karşılaştırmalı analizi. Beykoz Akademi Dergisi, 8(1), 73-96.doi: 10.14514/byk.m.26515393.2020.8/1.73-96.
  • Sörensen, I., Fürst, S., Vogler, D. and Schäfer, M. (2023). Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication. Media and Communication, Volume 11, Issue 1, pp. 264–277 https://doi.org/10.17645/mac.v11i1.6069.
  • Stuart, E., Stuart, D. and Thelwall, M. (2017). An ınvestigation of the online presence of UK universities on Instagram. Online Information Review, 41(5), 582-597, doi:10.1108/oir-02-2016-0057.
  • Vezetiu., E.V., Vovk., E.L. (2022). Content Analysis As A Method Of Qualitative and Quantitaive Analysis Of The Content Of Documents. V.I. Vernadsky Crimean Federal University, Mediavector, pp. 9-12.
  • Wozniak, M. and Buchnowska, D.(2013). The role and use of social media by universities – ranking of universities in social media. Problemy Konwergencji Mediow T.2, ed. M. Kaczmarczyk, D. Rott, Verbum, 319-330.
  • Yolcu, Ö. (2013). Twitter usage of universities in Turkey. Turkish Online Journal of Educational Technology, 12, 360-371.
  • Zollo, L., Filieri, R., Rialti, R., and Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256-267. DOI:10.1016/j.jbusres.2020.05.001.
  • Абитуриент Online. (2020). Портал онлайн зачисления, https://2020.edu.gov.kg/, 8.05.2023.
  • Жолдошов, А. А. (2015). Вопросы эффективного использования веб-сайтов университетов Кыргызстана на примере местных и международных вузов. Вестник педагогического университета, 6(49), 26-31.

Kırgızistan'da Üniversitelerin Instagram Kullanımı Üzerine Bir Araştırma

Yıl 2023, Cilt: 10 Sayı: 2, 511 - 524, 30.06.2023

Acar Şarşenkadırova Azamat Maksüdünov

https://doi.org/10.47097/piar.1264693

Öz

Bilgi ve iletişim teknolojilerinin kurum ve kuruluşlar tarafından benimsenmesi hızla sürerken, durumun ülkelere göre, sektörlere göre farklılık göstermesi de bilinen bir gerçektir. Bu çalışmada Kırgızistan’da faaliyet göstermekte olan özel ve devlet üniversitelerinin Instagram kullanım durumları değerlendirilmektedir. Çalışmada öncelikle Instagram’ı aktif olarak kullanmakta olan üniversiteler belirlenmiş ve onların paylaşımları içerik analizine tabii tutulmuştur. İçerik analizi takipçi sayısı, paylaşımların formatı, dile göre dağılımı, takipçilerin tepkisi gibi kriterlere göre yapılmış ve karşılaştırmalı olarak analiz edilmiştir.Araştırma sonuçlarına göre, Kırgızistan’da üniversitelerin %43,3’ünün Instagram’a kayıtlı oldukları ve çok az bir kısmının aktif olarak kullandıkları tespit edilmiştir. Çalışmanın sonuçları Kırgızistan’daki üniversitelerin sosyal medya pazarlaması konusundaki genel durumunu görmeleri ve daha etkili olabilmeleri için gerekli olan ipuçlarını sağlaması açısından önemlidir.

Anahtar Kelimeler

Sosyal Medya Instagram Üniversite Kırgızistan

Kaynakça

  • Ann Voss, K. and Kumar, A. (2013). The value of social media: are universities successfully engaging their audience? Journal of Applied Research in Higher Education, 5(2), 156-172. https://doi.org/10.1108/JARHE-11-2012-0060
  • Alsufyan, N.K. and Aloud, M.  (2017), The state of social media engagement in Saudi universities. Journal of Applied Research in Higher Education, 9(2), 267-303.http://dx.doi.org/10.1108/JARHE-01-2016-0001
  • Assimakopoulos, C., Antoniadis, I., Kayas, O.G. and Dvizac, D. (2017). Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management, 45(5), 532-549. https://doi.org/10.1108/IJRDM-11-2016-0211
  • Audretsch, David B., and Maksim Belitski. (2021). Three-Ring entrepreneurial university: in search of a new business model. Studies in Higher Education 46(5): 977–87. doi: 10.1080/03075079.2021.1896804.
  • Baaken, T., Davey, T. and Rossano, S. (2016). Marketing—Making a difference for entrepreneurial universities.pp. 247–65 in Making a Difference Through Marketing, edited by C. Plewa and J. Conduit. Singapore: Springer Singapore.
  • Belanger, C.H., Bali, S. and Longden, B. (2014). How Canadian universities use social media to brand themselves.Tertiary Education and Management,20(1), 14–29. doi:10.1080/13583883.2013.852237
  • Boumarafi, B. (2015). Social media use in Algerian universities: university of constantine 2 case study.The IAFOR Journal of Education, 31-41, doi:10.22492/ije.3.se.02.
  • Boyd, D. and Ellison, N.B. (2008). Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. doi:10.1111/j.1083-6101.2007.00393.x
  • Datareportal. (2022). Global social media statistics, https://datareportal.com/social-media-users, 12.03.2023
  • Dlamini, C., Ncube, F. and Muchemwa, S. (2015). The use of social media technology in universities: a case of Solusi University, Zimbabwe. Journal of Media and Communication Studies, 7(5), 101-111, doi: 10.5897/JMCS2015.0447.
  • Doğan, N., ve Barutçu, S. (2019). Eğitim Kurumlarında Sosyal Medya Pazarlama Algısı: Denizli İlinde Bir Araştırma. Balkan and Near Eastern Journal of Social Sciences, 5(4), 77-86.
  • Etzkowitz, H. and Zhou, C. (2008). Introduction to special issue building the entrepreneurial university: a global perspective. Science and Public Policy, 35(9), 627-635.
  • Fedorova, E.S. (2022). Social media marketing is a new tool in the business. ПроблемыНауки, 3(172), 373-375.
  • Galvão, A., Mascarenhas,C. and Marques, C. (2020). Knowledge spillovers between universities and companies of low-density territories.Knowledge Management Research & Practice 1–14. doi: 10.1080/14778238.2020.1829516.
  • Golovina S.S. (2021). Social networks in the internet communication system of modern youth: on the example of the social network “Instagram”. Human Society Science, 2(4), 89-102. DOI:10.53015/2686-8172_2021_2_4_89.
  • Gökler, K., ve Onay, A. (2020). Üniversitelerin kurumsal iletişim aracı olarak Instagram kullanımı: vakıf üniversitelerinin Instagram sayfaları üzerine betimsel bir içerik analizi. Türkiye İletişim Araştırmaları Dergisi, 35, 311-337. DOI:10.17829/turcom.584419.
  • Huang, Y., and Su, S. (2018). Motives for Instagram use and topics of interest among young adults. Future Internet,10(8), 77. https://doi.org/10.3390/fi10080077
  • Iankova, S., Davies, Archer,I., Chris, B., Marder, B. and Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81. 169-179. doi:10.1016/j.indmarman.2018.01.001.
  • Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., and Qureshi, M.(2018). Use of social media sites by Malaysian universities and its ımpact on university ranking. International Journal of Engineering & Technology, 7(4.28), 67-71.
  • Ismailova, R. and Kimsanova, G. (2017). Universities of the Kyrgyz Republic on the web: accessibility and usability. Univ Access Inf Soc, 16(4), 1017–1025. https://doi.org/10.1007/s10209-016-0481-0
  • Kotler, P. (2017). Marketing 4.0. Moving from traditional to digital. New Jersey: John Wiley & Sons, Inc.
  • Kotler, P. and Keller, K. (2014). Marketing management. 15th Edition, Prentice Hall, Saddle River.
  • Leung, W., Shi, S., and Chow, W.S. (2019). Impacts of user interactions on trust development in C2C social commerce: The central role of reciprocity. Internet Res. 30 (1), 335-356. Doi:10.1108/INTR-09-2018-0413.
  • Mayansari, D. and Salim, M. (2021). The Effectiveness of university Instagram account as ınformation media for students.Atlantis Press, 3rd Jogjakarta Communication Conference, 175-178.
  • Mirembe, D.P., Jude, T. and Kibukamusoke, M. (2019). Leveraging social media in higher education: a case of universities in Uganda. European Journal of Open, Distance and E-Learning, 22(1), 70-84.
  • Motta, J. and Barbosa, M. (2018). Social media as a marketing tool for European and North American universities and colleges. Journal of Intercultural Management, 10(3),125–154, doi:10.2478/joim-2018-0020.
  • National Statistical Committee of the Kyrgyz Republic. (2021). Education and culture, http://www.stat.kg/, 01.01.2023
  • Okmeydan., S. (2020). Üniversitelerin sosyal medya kullanımı: İzmir’deki devlet ve vakıf üniversitelerinin karşılaştırmalı analizi. Beykoz Akademi Dergisi, 8(1), 73-96.doi: 10.14514/byk.m.26515393.2020.8/1.73-96.
  • Sörensen, I., Fürst, S., Vogler, D. and Schäfer, M. (2023). Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication. Media and Communication, Volume 11, Issue 1, pp. 264–277 https://doi.org/10.17645/mac.v11i1.6069.
  • Stuart, E., Stuart, D. and Thelwall, M. (2017). An ınvestigation of the online presence of UK universities on Instagram. Online Information Review, 41(5), 582-597, doi:10.1108/oir-02-2016-0057.
  • Vezetiu., E.V., Vovk., E.L. (2022). Content Analysis As A Method Of Qualitative and Quantitaive Analysis Of The Content Of Documents. V.I. Vernadsky Crimean Federal University, Mediavector, pp. 9-12.
  • Wozniak, M. and Buchnowska, D.(2013). The role and use of social media by universities – ranking of universities in social media. Problemy Konwergencji Mediow T.2, ed. M. Kaczmarczyk, D. Rott, Verbum, 319-330.
  • Yolcu, Ö. (2013). Twitter usage of universities in Turkey. Turkish Online Journal of Educational Technology, 12, 360-371.
  • Zollo, L., Filieri, R., Rialti, R., and Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256-267. DOI:10.1016/j.jbusres.2020.05.001.
  • Абитуриент Online. (2020). Портал онлайн зачисления, https://2020.edu.gov.kg/, 8.05.2023.
  • Жолдошов, А. А. (2015). Вопросы эффективного использования веб-сайтов университетов Кыргызстана на примере местных и международных вузов. Вестник педагогического университета, 6(49), 26-31.
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Acar Şarşenkadırova 0000-0001-6268-3343

Azamat Maksüdünov 0000-0002-5010-513X

Yayımlanma Tarihi 30 Haziran 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 10 Sayı: 2

Kaynak Göster

APA Şarşenkadırova, A., & Maksüdünov, A. (2023). Kırgızistan’da Üniversitelerin Instagram Kullanımı Üzerine Bir Araştırma. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 10(2), 511-524. https://doi.org/10.47097/piar.1264693
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