Abstract:

Today, banks use social media as a tool in their marketing strategies to interactively communicate with their existing and potential customers, identifying their needs and advertising products and services appropriate to these needs. This study aims to evaluate Instagram use of the deposit and participation banks from customer relations and marketing management in Turkey. In this context, Miranda et al. (2013) Facebook Assessment Index (FAI) developed by was explicitly adapted for Instagram by performing a content validity analysis. With this index, which is evaluated in three parameters: popularity, interactivity and content, the use of Instagram by banks was quantitatively compared. The data relating to the parameters were obtained by the content analysis method. This method is based on the evaluation of public data taken from the Instagram accounts of the relevant banks. Results show that increasing use of Instagram of banks compared to 2015 and before in Turkey, but only 36.7% of these banks effectively use in customer interaction Instagram. In addition, it has been determined that the number of followers is not sufficient by itself in the effective use of Instagram, and the content of the shared posts and the customer feedback conveyed to these posts have an essential place. The study results provide clues for the future of Instagram in social media marketing by allowing banks to compare their Instagram usage with their competitors. In addition, the study contributes to the literature in terms of providing data on the use of Instagram, one of the social media marketing tools, on a sectoral basis.

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