A CONTENT ANALYSIS OF CLOTHING BRANDS ` INSTAGRAM COMMERCIAL POSTS

Authors : Adnan Kara, Ahmet Özbek, İlknur Bilgen

Pages : 60-76

Doi:10.31457/hr.1833548

View : 75 | Download : 257

Publication Date : 2025-12-24

Article Type : Research Paper

Abstract :Purpose: This study endeavors to scrutinize the Instagram content strategies employed by highly engaged clothing brands, with a focus on delineating the quintessential attributes of influential content. Method: A rigorous content analysis was executed on the Instagram profiles of the most extensively followed clothing brands. Employing MaxQDA software, a meticulous text analysis was conducted on the captions accompanying the Instagram posts. Furthermore, a visual content analysis was performed on the most liked posts from each brand, complemented by a text analysis of the comments on the most commented posts. Findings: The findings of the content analysis revealed that the posts of clothing brands. Notably, posts that incorporated emotional content and featured influencers exhibited markedly higher engagement scores and garnered a greater volume of positive comments. Discussion: This study systematically analyzes the content strategies of ready-to-wear brands on Instagram, revealing the methods brands use to engage and reach their target audiences. The study shows that emotional content and influencer collaborations significantly increase user engagement. Consequently, a brand’s social media success depends on strategies such as producing content tailored to the target audience, considering user feedback, and effectively utilizing visual and audiovisual elements.
Keywords : Hazır Giyim, İçerik Analizi, İçerik Üretimi, Instagram.

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