Akademik Veri Yönetim Sistemi
Hakkari Review, cilt.9, sa.1-2, ss.60-76, 2025 (Hakemli Dergi)
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 reveal that posts from clothing brands, especially those containing emotional content and featuring influencers, achieve significantly higher engagement scores and gather more 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.