Brand activism in social media : the impact of brand activism content on Instagram engagement
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/35743 |
Resumo: | Social media platforms have become central in a significant part of the population. This is especially the case for young people representing the core users of Instagram. They generate an interesting and strategical target for companies to communicate with on such a platform. Brands’ presence online as become paramount for the companies. This is why establishing a well thought communication on Instagram can be critical. On another hand, sociopolitical matters importance has been very high over the past years and attracted a lot of attention. Various companies took action and became brand activists. This phenomenon is on the rise while the consumers give more importance to the corporate behaviors. In this dissertation, the aim is to observe companies that proceed in activism, discovering consumers’ opinion about it and the impact on Instagram engagement. Two research questions and four research hypotheses were proposed regarding whether people’s opinion and behavior towards a brand would be influenced by its activism or not, and if Instagram users’ engagement would be impacted by brand activist posts. Opinion and behavior were collected in a survey focusing on the under 35 years old segment. The Instagram engagement was analyzed based on users’ likes and comments on a selection of both activist and non-activist posts of 6 different brands in a period of two consecutive months. Results showed that overall, people perceive activist brands in a better way and that they are more likely to engage with them. Additionally, pictural activist posts tend to receive a higher engagement. |
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Brand activism in social media : the impact of brand activism content on Instagram engagementBrand activismContent marketingInstagram engagementAtivismo de marcaMarketing de conteúdoEnvolvimento no InstagramDomínio/Área Científica::Ciências Sociais::Economia e GestãoSocial media platforms have become central in a significant part of the population. This is especially the case for young people representing the core users of Instagram. They generate an interesting and strategical target for companies to communicate with on such a platform. Brands’ presence online as become paramount for the companies. This is why establishing a well thought communication on Instagram can be critical. On another hand, sociopolitical matters importance has been very high over the past years and attracted a lot of attention. Various companies took action and became brand activists. This phenomenon is on the rise while the consumers give more importance to the corporate behaviors. In this dissertation, the aim is to observe companies that proceed in activism, discovering consumers’ opinion about it and the impact on Instagram engagement. Two research questions and four research hypotheses were proposed regarding whether people’s opinion and behavior towards a brand would be influenced by its activism or not, and if Instagram users’ engagement would be impacted by brand activist posts. Opinion and behavior were collected in a survey focusing on the under 35 years old segment. The Instagram engagement was analyzed based on users’ likes and comments on a selection of both activist and non-activist posts of 6 different brands in a period of two consecutive months. Results showed that overall, people perceive activist brands in a better way and that they are more likely to engage with them. Additionally, pictural activist posts tend to receive a higher engagement.A comunicação atravéz das redes sociais tornou-se central para uma parte significativa da população. Isto é especialmente o caso dos jovens, principais utilizadores do Instagram. Estes geram um alvo interessante e estratégico para as empresas. A presença online das marcas torna-se primordial. É por isso que estabelecer uma comunicação bem pensada no Instagram é crítico. Por outro lado, a importância social-política tem sido muito elevada nos últimos anos e tem atraído muita atenção. Várias empresas tornaram-se ativistas de marca. Este fenómeno está a aumentar enquanto os consumidores dão mais importância aos comportamentos das empresas. Nesta dissertação, o objetivo é observar as empresas que prosseguem no ativismo, descobrindo a opinião dos consumidores sobre o mesmo e o impacto no envolvimento Instagram. Foram propostas duas questões de investigação e quatro hipóteses de investigação, sobre se a opinião e o comportamento das pessoas, em relação a uma marca, seriam ou não, influenciados pelo seu ativismo; e se o envolvimento dos seguidores seria afetado pelos posts de ativistas da marca. A opinião e o comportamento foram recolhidos num inquérito centrado nos menores de 35 anos. O compromisso foi analisado com base nos likes e comentários, sobre uma seleção tanto de posts de ativistas como não ativistas, de 6 marcas diferentes, num período de dois meses consecutivos. Os resultados mostraram que, em geral, as pessoas percebem melhor as marcas ativistas e que, é mais provável que se envolvam com elas. Além disso, os posts de fotos de ativistas tendem a receber um maior envolvimento.Costa, Ana Isabel de AlmeidaRosa, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaDomingues, Yvan José2021-11-02T09:03:42Z2021-07-3020212021-07-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/35743TID:202781437enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:41:16Zoai:repositorio.ucp.pt:10400.14/35743Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:29:01.725602Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Brand activism in social media : the impact of brand activism content on Instagram engagement |
title |
Brand activism in social media : the impact of brand activism content on Instagram engagement |
spellingShingle |
Brand activism in social media : the impact of brand activism content on Instagram engagement Domingues, Yvan José Brand activism Content marketing Instagram engagement Ativismo de marca Marketing de conteúdo Envolvimento no Instagram Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Brand activism in social media : the impact of brand activism content on Instagram engagement |
title_full |
Brand activism in social media : the impact of brand activism content on Instagram engagement |
title_fullStr |
Brand activism in social media : the impact of brand activism content on Instagram engagement |
title_full_unstemmed |
Brand activism in social media : the impact of brand activism content on Instagram engagement |
title_sort |
Brand activism in social media : the impact of brand activism content on Instagram engagement |
author |
Domingues, Yvan José |
author_facet |
Domingues, Yvan José |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Ana Isabel de Almeida Rosa, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Domingues, Yvan José |
dc.subject.por.fl_str_mv |
Brand activism Content marketing Instagram engagement Ativismo de marca Marketing de conteúdo Envolvimento no Instagram Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand activism Content marketing Instagram engagement Ativismo de marca Marketing de conteúdo Envolvimento no Instagram Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Social media platforms have become central in a significant part of the population. This is especially the case for young people representing the core users of Instagram. They generate an interesting and strategical target for companies to communicate with on such a platform. Brands’ presence online as become paramount for the companies. This is why establishing a well thought communication on Instagram can be critical. On another hand, sociopolitical matters importance has been very high over the past years and attracted a lot of attention. Various companies took action and became brand activists. This phenomenon is on the rise while the consumers give more importance to the corporate behaviors. In this dissertation, the aim is to observe companies that proceed in activism, discovering consumers’ opinion about it and the impact on Instagram engagement. Two research questions and four research hypotheses were proposed regarding whether people’s opinion and behavior towards a brand would be influenced by its activism or not, and if Instagram users’ engagement would be impacted by brand activist posts. Opinion and behavior were collected in a survey focusing on the under 35 years old segment. The Instagram engagement was analyzed based on users’ likes and comments on a selection of both activist and non-activist posts of 6 different brands in a period of two consecutive months. Results showed that overall, people perceive activist brands in a better way and that they are more likely to engage with them. Additionally, pictural activist posts tend to receive a higher engagement. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-11-02T09:03:42Z 2021-07-30 2021 2021-07-30T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/35743 TID:202781437 |
url |
http://hdl.handle.net/10400.14/35743 |
identifier_str_mv |
TID:202781437 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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