A Content Analysis on Brand Communication on Instagram During the Pandemic

Authors : A. Mücahid Zengin, Güldane Zengin

Pages : 102-119

View : 73 | Download : 354

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :Instagram is one of the most used social media platforms and is one of the important tools for brands to communicate with consumers. With the beginning of the pandemic, brands have started to share posts on their social media accounts regarding this process. This study conducted a content analysis of pandemic-related Instagram posts from five brands listed among Türkiye\\\'s most valuable brands in Brand Finance’s 2020 ranking, in terms of advertising appeals, themes used and creative strategies. Ziraat Bank, Garanti BBVA, Turkcell, Arçelik and Türk Telekom, were included in the study. It was found that the brands made a total of 501 posts until September 1, 2020 and 171 of these (34,1%) contained components related to the pandemic. It is seen that health appeal is present in 51,5% of the posts, followed by convenience appeal (36,3%) and security/precaution appeal (19,3%). Staying at home (46,8%) and social distancing (29,2%) stand out among the themes discussed. Among the creative strategies, use occasion stands out with a ratio of 43,9%. It was observed that after June 1, 2020, brands significantly reduced the number of posts containing pandemicrelated components. While nearly 60% of the Instagram posts before June 1, 2020 contained components related to the pandemic, this ratio decreased to 5% between June 1, 2020 and September 1, 2020.
Keywords : Brand Communication, Message Strategies, Advertising Appeals, Pandemic, Social Media, Digital Branding, Covid-19 Communication.

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