Exploring Instagram-Based Social Media Marketing Approaches of Yacht Training Services: A Content Analysis of Photographs

Abstract

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.