A qualitative study on digital content marketing strategy: The case of restaurants in Antalya

This study aims to examine the digital content marketing strategies of restaurants in Antalya within the framework of their social media strategies, through a qualitative research approach. Social media has become a strategic medium for restaurants to strengthen their interaction with customers and manage their digital reputation. In this context, the social media accounts of selected restaurants operating in Antalya were examined using qualitative content analysis. Content types, frequency of posts, use of visual language, campaign strategies, and digital reflections during crisis periods were evaluated. Rather than focusing on numerical data, the study highlights the meanings of the content, the forms of messages conveyed, and the symbolic expressions related to brand representation. Based on the findings, the study interprets the strategic approaches adopted by restaurants in digital content production and explores how these approaches contribute to the construction of digital reputation. As a result, it is observed that a successful digital content strategy plays a critical role in reflecting corporate identity and shaping reputation on social media platforms.