Instagram’da Coğrafi İşaretli Ürünler Etiketi ile Paylaşılan Gönderilerin İçerik Analizi (Content Analysis of Posts Shared on Instagram with the Geographically Indicated Products Hashtag)

Abstract

This study aims to conduct a systematic content analysis of Instagram posts shared under the hashtag “#coğrafiişaretliürünler.” The study employed content analysis and thematic analysis techniques within a qualitative research design; of the 9.770 posts constituting the study population, 5.710 accessible posts were included in the sample. Data were collected via the Instagram Hashtag Exporter (IG HashTags Exporter) extension, and the resulting dataset was examined in terms of annual distribution, engagement rates, hashtag use, and content types, and subsequently evaluated through thematic analysis. The findings indicate that the posts span the years 2015-2025; content production and user engagement increased markedly, particularly during 2020-2021, followed by a gradual downward trend after 2022. The most frequently recurring hashtags were #coğrafiişaret, #organik, #tarım, #Türkiye, and #doğal, suggesting that posts concentrated around origin, naturalness, and production practices. The thematic analysis categorized the content into 11 themes. While the visibility of Black Sea provinces was notable among destinations, the relatively lower prominence of certain provinces with strong gastronomic branding was considered a striking finding. Overall, Instagram was identified as a multidimensional platform that presents geographically indicated products not merely as commercial commodities, but by integrating them with elements of cultural heritage, trust, and experience. Various recommendations were proposed based on the study’s findings.