A Research on Social Media Posts of Businesses Included in BIST Sustainability Index

Abstract

Purpose – In the study, the theme of Sustainability in the Instagram shares of businesses and the general purposes and characteristics of these shares are investigated. In this context, 10 businesses that managed to be listed in the BIST Sustainability Index and continue their activities in different sectors were determined as samples for purposive sample. Design/methodology/approach – In the study, the businesses in the BIST Sustainability Index were determined within the scope of the sample, and the shares made from the corporate Instagram accounts were analyzed with the help of content analysis. A total of 1277 posts from corporate Instagram accounts of 10 businesses from different sectors determined within the scope of purposeful sampling were examined between September the 1st and December the 31st 2022, covering the last quarter of the year. Findings – Businesses in general; uses Instagram to advertise, product-service-campaign-catalogue-project promotion, special day, commemoration and congratulatory messages. While 72 sustainability-themed content was shared in total, Arçelik, Garanti BBVA, Ford Otosan, and Halkbank were the companies that most frequently covered the sustainability theme in their content. Arçelik has been the company that attaches the most importance to the subject among the companies that make up the sample, by handling the issue of sustainability in 1 out of every 3 posts. Discussion – The research was carried out in a limited time frame and with limited resources. Future studies may also cover different social media platforms and time zones. It may be possible for businesses to use social media more effectively as a marketing tool by preparing their social media posts more professionally so that they can announce that they are more sensitive in their production and marketing processes.