Özet:

The purpose of this research is to analyze the photos that the photographer Mustafa Seven, who has 1.5 million followers on Instagram and mostly tourist destinations and natural and historical attractions, shares in which topics he shares photos, whether the topics of shared photos create a meaningful difference on the likes and the number of comments, and to determine the relationship between the likes and the number of comments, thus bringing suggestions to tourist using Instagram as a marketing channel. In the study, the photos that Mustafa Seven shared on his Instagram account were analyzed using the content analysis method. To determine whether created themes and specified types create meaningful differences on the likes and comment numbers, the one-way variance analysis has been used to determine which themes and types create meaningful differences from Post-Hoc tests to the Bonferroni Test and the number of likes and the number of comments to determine the relationship. According to the results obtained in the study, it has been found that Mustafa Seven has shared many "human" themed photos on his Instagram account. It has been found that the photographs and black-white photographs in which animals are invited have made significant differences in the positive direction over the likes and the number of comments. There is also a positive relationship between the number of likes and the number of comments.