Özet:

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.

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