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.
From the beginning of the xxi century, research on organizational legitimacy has been frequently used to explain the survival of new companies. The need of being considered legitimated for new companies to improve their access to necessary resources to survive has called the researchers attention. This situation has favored the increase in the research about organizational legitimacy in the entrepreneurship field, which has augmented the complexity of obtaining a global understanding of the field´s current context. The aim of this research is to identify and visualize the intellectual structure of the research and the emerging trends regarding organizational legitimacy in the entrepreneurship field. The database is made up of the sources of knowledge and references on which the scientific articles published in the data base of the Web of Science (WOS) were based. Through a bibliometric methodology based on co-citation, we identify the main research areas, the most active ones, the main contributors, dissemination paths and emerging trends in the research field. This research paper contributes to the development of organizational legitimacy in the entrepreneurship field offering a comprehensive view of the situation of this domain, a starting point as well as a theoretical base for the researchers to build new developments.
Objetivo: El objetivo de este trabajo es conocer qué criterios son más importantes para evaluar la legitimidad de las organizaciones en función del género y el estatus. Metodología: Se realizó un cuestionario online dirigido a residentes en España mayores de 18 años. El cuestionario era anónimo y se obtuvieron 408 respuestas que forman la muestra. Se analizaron los datos obtenidos mediante el método estadístico ANOVA. Resultados: Los criterios más relevantes para evaluar la legitimidad son los regulativos, cognitivos y morales. Se observan diferencias en los tipos de legitimidad entre géneros y estatus. Las mujeres otorgan una mayor importancia a la legitimidad moral, emocional y gerencial frente a los hombres. Las personas con estatus medio otorgan más importancia a la legitimidad técnica. Limitaciones: Se analizaron las percepciones de los clientes, sin tener en cuenta otros grupos de interés como son los equipos directivos y los trabajadores de las empresas. Implicaciones prácticas: Los resultados de este trabajo permiten a los empresarios y equipos directivos conocer qué tipo de legitimidad deben lograr para conseguir una mayor aceptación de sus clientes. Para los académicos, esta investigación aporta evidencias sobre la configuración de los criterios de legitimidad cuando se evalúa la legitimidad de las organizaciones por parte de los consumidores.
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