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Role of Instagram Influencers on Destination Image: A Netnographic Study
(Springer Nature, 2023) Binbasioglu H.; Yilmaz Y.K.; Yilmaz M.B.
The main purpose of this study is to reveal how the posts of popular travel influencers who produce special content for Cappadocia, an attractive destination in Turkey, determine the image and perception of Instagram users about the region. For this purpose, user comments (emotions, thoughts, expectations, etc.) on the posts of influencers about Cappadocia on Instagram were examined by the netnography method. The analysis was applied to the comments made by the social media users on posts of three travel influencers who visited Cappadocia between 1 January and 15 August 2022 and shared with related tags. Considering the findings obtained from the social media user’ comments, the posts of the travel influencers about Cappadocia activated the emotions of the users and contributed positively to the perception of the region. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.