The relation between content typology and consumer engagement in Instagram

• Autor(a) principal: Chemela, Marta Sofia Ribeiro
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26921
• topic: Engagement; Social media; Content typology; Content marketing; Instagram; Envolvimento; Redes sociais; Tipologia de conteúdo; Marketing de conteúdo; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The use of social media channels has been growing significantly, bringing a third of the worldwide population online. Thus, brands’ presence in online channels has become critical to communicate and engage with consumers through brand pages such as Instagram accounts. For brands to stand out in Instagram, their content marketing strategies must be consistent with the brand’s mission and relevant to attract their target audience. Therefore, to grasp consumers’ attention, content needs to be original, unique and appealing. This dissertation aims to study the relation between content delivered by brands and consumer engagement in Instagram. Three hypotheses were proposed regarding whether consumer engagement was impacted by different content types, human presence and reposting on Instagram. Content typology was based on a theoretical framework, which subdivided content into different categories (Brand Awareness, Corporate Social Responsibility, Customer Service, Engagement, Product Awareness, Promotion and Seasonal). Consumer engagement was measured by users’ reactions (number of likes and comments) on posts of two fashion accessories brands. Results showed that content typology has a significant impact on consumer engagement, and that there was a linear trend between all types of content, being Brand Awareness the content which raised higher engagement. Additionally, consumer engagement was higher when posts showed only the product itself and were original content from the brands rather than reposts.