Evaluating The Communicative Effectiveness of Social Media in Promoting Travel Product: The Case of Instagram
Journal of Culture, Society and Communication , cilt.2, sa.1, ss.19-26, 2026 (Hakemli Dergi)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 2 Sayı: 1
- Basım Tarihi: 2026
- Doi Numarası: 10.5281/zenodo.21674954
- Dergi Adı: Journal of Culture, Society and Communication
- Sayfa Sayıları: ss.19-26
- Erzincan Binali Yıldırım Üniversitesi Adresli: Evet
Özet
This study aims to evaluate the effectiveness of Instagram in promoting travel products. The communication activities of travel agencies' products on Instagram were examined using the attention, interest, desire, and action (AIDA) marketing communication model. A total of 174 Instagram users were sampled using purposive sampling method. The data was collected using a survey technique and an online questionnaire prepared in Google Forms. The data was analyzed using SPSS and AMOS package programs. The study results indicate that Attention does not have a direct effect on Action and that Attention does not mediate Action through Interest. Desire plays a mediating role between Attention and Action. It was found that Interest and Desire play a serial mediating role in the effect of Attention on Action. In conclusion, Instagram is an effective platform for travel agencies to market their products using the AIDA model to communicate with potential customers.