Sponsored content and user engagement dynamics on Instagram (original) (raw)
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Factors Increasing Consumer Engagement of Branded Content in Instagram
IEEE Access
Companies use social media to foster ongoing relationships with customers. One specific way companies do this is by fostering brand communities through fan pages on social networking sites. These virtual platforms allow consumers to become brand advocates. It also allows brands to generate and increase direct engagement with consumers, which is a key metric to assess brand performance. However, little is known about how different post criteria influences distinct levels of social media engagement. To explore this further, we developed a model to analyze the impact of 31 structural, semantic, and morphological content factors over consumer engagement, measured by the number of likes and comments on 680 brand posts from 14 Instagram fan pages across ten sectors. The results revealed a solid model, with an explanatory power of 73.1% (R2) for likes and 47.5% (R2) for comments. The results also established how content factors influenced different engagement levels; i.e. videos with sound, carousel posts with multiple photos, and posts with hashtags achieved higher engagement levels in terms of likes. Contrarily, graphics, interactive content that involved voting, contests, and questions reached higher engagement with regard to comments. We contribute to academic and practical research this new model to study and implement social media solutions that improve customer engagement as part of an organizations' marketing and branding strategies. The limitations of this paper relate to the size of the sample and the scope of the reviewed literature. INDEX TERMS Consumer engagement, consumer relationship management, Instagram, relationship marketing, social networking sites.
Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook
Management Science
We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement-defined as Likes, comments, shares, and click-throughs-with the messages. We find that inclusion of widely used content related to brand personality-like humor and emotion-is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that directly informative content-like mentions of price and deals-is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality-related attributes. Also, certain directly informative content, such as deals and promotions, drive consumers' path to conversion (click-throughs). These results persist after incorporating corrections for the nonrandom targeting of Facebook's EdgeRank (News Feed) algorithm and so reflect more closely user reaction to content than Facebook's behavioral targeting. Our results suggest that there are benefits to content engineering that combines informative characteristics that help in obtaining immediate leads (via improved click-throughs) with brand personality-related content that helps in maintaining future reach and branding on the social media site (via improved engagement). These results inform content design strategies. Separately, the methodology we apply to content-code text is useful for future studies utilizing unstructured data such as advertising content or product reviews.
Comunicacion Y Sociedad, 2022
Companies use social media in their communication strategy to connect with their audiences via online brand communities and social media fan pages. In this context, the scientific community defines the term 'engagement' as the primary metric used to identify the degree to which brand and consumers are organically connected. This phenomenon gets measured by audience interactions with the brand content, which is the main factor stimulating participation and value perception in their relationship with the brand. Prior investigations show that the timing and duration of the messages published by the brand can predict the degree of social media engagement, however they do not provide the time and length patterns required for messages to increase engagement. For this purpose, we carried out a quantitative and descriptive content analysis of 14,067 Instagram posts from 14 Spanish brands across 10 industries. Findings allow us to conclude that brands are not fully optimising the scheduling of their timings during the working days and hours that drive the best level of interaction. Nonetheless, they do take advantage of the opportunity to publish longer messages to increase engagement. From a theorical and practical point of view, this analysis contributes to the understanding of the content factors that stimulate fan page engagement and provides guidelines for brand managers to efficiently define the content marketing strategy on Instagram.
Consumer Engagement With Visual Content on Instagram
International Journal of E-services and Mobile Applications, 2022
Despite Instagram's popularity among the Y and Z generation consumers, social media research investigating factors that can influence customer engagement on Instagram remains limited. The uses and gratifications theory underpins this study which investigates how social media marketing of prominent Malaysian brands on Instagram impacts customer engagement. ScrapeStorm web scraper tool was used to extract posts and comments from the public Instagram accounts of four notable Malaysian brands. The findings reveal that different features of social media affect consumer engagement differently. Social media influencers had a positive impact on consumption and creationbased customer engagement. Contextual features are negatively correlated with contribution-based customer engagement. In terms of content, videos had greater engagement rates, followed by images of people and images without people. Results also show that consumers reacted positively to informative textual content. Some implications for theory and practice are highlighted.
Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram
Journal of Relationship Marketing, 2019
The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers' posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.
User’s engagement through social media advertisements: a comparative study on micro-scale industry
Before Digital Media, there were limited avenues for small-scale business to promote their business, thus they were unable to scale up. But with the emergence of Digital Media technologies, democratic platforms such as Social Media became popular among these micro-scale enterprises as a medium for promotion as they were free and provided them a worldwide reach through networking. One of the obvious ways of assessing the caption of particular content on an Online platform is to assess user engagement. It helps in understanding the overall effectiveness of particular promotional content. For this purpose, Facebook and Instagram posts were analyzed for a specific period of time and a datasheet was prepared after rigorous observation and coding. The study concluded that to a large extent there is a significant positive relationship between user engagement and conversion rate. Also, higher forms of engagement i.e., comments and queries were seen in posts that confirmed purchase intention.
Social media has become a vital part of the business strategy to communicate with their customers with the use of creative promotions by message and contents. Current businesses adopt social media analytics field to improve their promotional performance. However, businesses are struggling with adopting, implementing, and institutionalizing methodologies and techniques for an effective social media analytics approach. The purpose of this study is to outline and elaborate a way to integrate business intelligence, business analytics, and visualization, with the end results is drawn insights for business who uses Instagram social media as their intermediary to promote their business. To present the proposed framework's practical validity, a local Instagram business account is used as a case study.
Revista Suma de Negocios, 2018
Resumen: El objetivo de este artículo fue identificar las características de las publicaciones fotográficas en Instagram mediante el análisis a cuatro marcas de deporte reconocidas, a fin de determinar, cuáles características presentan más "likes", relacionándose con el compromiso y la admiración a la marca. La recolección y el análisis de los datos se realizaron a través de un proceso netnográfico realizado por los propios investigadores. En total se analizaron aleatoriamente 100 publicaciones de cada una de las cuentas oficiales de cada marca deportiva. Seguidamente, se realizó un análisis para determinar la relación entre el número de "likes" y las variables propuestas como generadores de compromiso de la marca por parte de los seguidores. Los resultados muestran que las publicaciones con mayor número de "likes" presentan contenido relacionado con la identidad de marca y el producto, al igual que las marcas generan contenido específico para los segmentos de mercado donde compiten. Abstract: The objective of this study was to identify the characteristics of messages in photographs posted on Instagram. We analysed four famous sports brands to determine which type of photographs generate the greatest number of "likes" based on engagement with and admiration for a brand. The researchers themselves undertook a data collection and analysis through a netnographic process. We randomly analysed a total of 100 publications from the fan pages of each sports brand and then performed an analysis to determine the relation between the number of likes and the variables proposed as generators of engagement with and admiration for a brand. The results show that the publications with the highest number of likes by brand followers on Instagram present content related to brand identity and products; additionally, the brands generate specific content for the market segments in which they compete.
The Impact of Content Marketing on Customer Engagement on Instagram -A Case Study of Fashion Brands
IAEME PUBLICATION, 2020
This research study the impact of content marketing on customer engagement on Instagram using a research model framework inherited from empirical research of Balio (2017) for the fashion brands in Vietnam. With 199 samples collected and processed, the statistical results prove the model's relevance to the type of post, the time frame for posting, the interaction of the message, the attractiveness of the topic of the post positively affect customer engagement on Instagram. The research results will help fashion executives have a complete view of content marketing and its impact on customer engagement behavior on social media Instagram. This is an essential basis in planning market development strategies, branding, attracting customers, and improving competitiveness.
Driving Engagement on Instagram: A Comparative Analysis of Amazon Prime and Disney
SEISENSE Business Review , 2021
This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweights; Amazon Prime and Disney+. With ever-growing popularity among the younger generation, Instagram is vital for driving engagement in the social media ecosystem. Hence, it is crucial to understand what content posted by streaming services fosters engagement on this platform.