Özet:

Sustainability is the efficient use of existing resources considering future generations. As part of marketing communications, share themes about their sustainability sensitivity and efforts with relevant audiences. The aim of this study is to investigate the business’s communication efforts on sustainability through the official Instagram pages. For this purpose, the content analysis has been included by Statista on the official Instagram accounts of the 25 most valuable Turkish brands of 2019 to reveal the potential of Instagram in terms of sustainability. According to the research findings, it can be said that the issues related to sustainability in the communication of the brands included in sustainability are relatively low. The results have been discussed in theory, consumers and. In topics that require high sensitivity, such as sustainability, the study has the original value of being one of a limited number of studies in which a widely influential marketing communication tool, such as Instagram, is studied together.

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