Exploring Instagram-Based Social Media Marketing Approaches of Yacht Training Services: A Content Analysis of Photographs
Instagram posts of sail training centers were examined and a comprehensive content analysis of photographs was used to comprehend the patterns of social media marketing and services offered. Two coders analyzed the Instagram profiles of five Turkish and five international yacht/sail training centers generating five main codes for a total of 288 codes with the Cohens cappa intercoder reliability calculated as 86%, which is considered reliable. The photographs were coded and analyzed using MAXQDA qualitative research software, and variables such as point of view, mood, and boat parts were explored. Qualitative analyses such as code distances mapping, code-subcodes analysis, and two-cases models comparative analyses were conducted, and results were discussed. The patterns that emerged were race focused, learning focused, license training, natural scenery/touristic appeal, warm, friendly/social, and lackadaisical/low social media activity. Several qualitative analyses were carried out, and the results were presented in terms of their contribution to the literature and managerial applications.
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Availability:
- Find a library where document is available. Order URL: http://worldcat.org/issn/21472955
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Supplemental Notes:
- © Copyright 2022 by the Journal of ETA Maritime Science published by UCTEA Chamber of Marine Engineers.
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Authors:
- Paker, Serim
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0000-0002-8931-9039
- Paker, Neslihan
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0000-0001-8087-7758
- Publication Date: 2022-3
Language
- English
Media Info
- Media Type: Web
- Features: References;
- Pagination: pp 74-85
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Serial:
- Journal of ETA Maritime Science
- Volume: 10
- Issue Number: 1
- Publisher: Galenos Publishing House
- ISSN: 2147-2955
- EISSN: 2148-9386
- Serial URL: https://jemsjournal.org/
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Publication flags:
Open Access (libre)
Subject/Index Terms
- TRT Terms: Educational services; Marketing; Photographs; Social media; Training; Yachts
- Subject Areas: Administration and Management; Education and Training; Marine Transportation;
Filing Info
- Accession Number: 01855460
- Record Type: Publication
- Files: TRIS
- Created Date: Aug 22 2022 4:14PM