Factors Increasing Consumer Engagement of Branded Content in Instagram

Cuevas-Molano, Elena; Matosas-López, Luis; Bravo, César Bernal

doi:10.1109/access.2021.3121186

Cited by 30 publications

(22 citation statements)

References 84 publications

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“…Em primeiro lugar, analisou-se o tipo de publicação: simples (uma só imagem) ou carrossel, que pode ser definido como uma mistura de até dez imagens ou vídeos numa só publicação. Investigação recente indica que os carrosséis oferecem maior riqueza informacional e promovem maior atenção e envolvimento, uma vez que os utilizadores têm que deslizar as imagens para a esquerda para continuar a descobrir a história (Cuevas-Molano et al, 2021).…”

Section: Análise De Conteúdo: Codificaçãounclassified

“…Entre estes, no caso da comunicação política, têm-se vindo a destacar como boas práticas o vídeo e as infografias. Rompendo com a homogeneidade da plataforma, sendo mais atrativos e aumentando a resposta emocional, a recordação e a viralidade do conteúdo (Cuevas-Molano et al, 2021), os vídeos são uma excelente forma de tratar informação eleitoral de forma apelativa para os jovens (Ohme et al, 2020). Por outro lado, as infografias no Instagram aumentam o conhecimento político dos utilizadores (Towner, 2018).…”

Section: Análise De Conteúdo: Codificaçãounclassified

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A atividade das juventudes partidárias no Instagram em período eleitoral: Inovação ou normalização?

2022

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As redes sociais trouxeram novas e entusiasmantes possibilidades para a comunicação política, tendo o potencial de aproximar eleitos e eleitores. Contudo, não é consensual se as plataformas digitais vieram revolucionar a forma de fazer campanha eleitoral ou se representam uma extensão dos padrões da campanha offline. Este artigo procura contribuir para este debate, tendo como objeto de estudo um tipo de estrutura política e uma rede social que têm sido subexploradas no âmbito da comunicação política: as juventudes partidárias e o Instagram. É feita uma análise de conteúdo à atividade das alas jovens de partidos portugueses nesta rede social em dois momentos eleitorais –as Eleições Autárquicas de 2021 e as Eleições Legislativas de 2022– num universo de seiscentas e oitenta e uma publicações. Contrariamente ao esperado, os resultados revelam que as juventudes partidárias comunicam sobretudo numa lógica de normalização, não aproveitando as potencialidades das plataformas digitais para a comunicação política.

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Section: Análise De Conteúdo: Codificaçãounclassified

A atividade das juventudes partidárias no Instagram em período eleitoral: Inovação ou normalização?

2022

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“…Social media scheduling has not been systematically addressed in academic literature, which makes it urgent to understand the drivers of effective social media scheduling to justify a return on social media investments (Mochon et al, 2017). On the other hand, numerous empiric works examine the influence of programmatic variables (Shahbaznezhad, Dolan & Rashidirad, 2020;De Vries, Gensler & Leeflang, 2012) and message length on engagement (Cuevas-Molano, Matosas-López & Bernal-Bravo, 2021). These studies confirm the existence of a positive correlation between both variables.…”

Section: Introductionmentioning

confidence: 95%

Brand strategy and content management on Instagram: scheduling and message length as factors to improve engagement

Cuevas-Molano

Sánchez-Cid

Gordo-Molina

2022

Communication & Society

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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.

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“…Secondly, in addition to our exploration of customer engagement in Spain within the automotive industry on Twitter, it would be advisable to analyze behaviors of the audiences of these companies on other social networks [66]. Codes of conduct and usage patterns on Twitter may differ from those of platforms such as Facebook or Instagram.…”

Section: Limitations and Future Lines Of Studymentioning

confidence: 99%

How to Improve Customer Engagement in Social Networks: A Study of Spanish Brands in the Automotive Industry

Matosas-López

Romero-Ania

2021

JTAER

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The objective of this research is to identify to what extent volumes, components, time slots, and publication topics improve customer engagement with Spanish automotive brands through social networks. The study considers thirteen brands and the total number of publications created by them in 2020 (23,670 publications) on the social network Twitter. Applying machine learning algorithms followed by multiple linear regression techniques, the authors examine how the variables previously mentioned affect a customer engagement indicator developed for this purpose. The results reveal that while publication components (links, mentions, and hashtags) and the publication time slot do not affect customer engagement, the volume of retweets made by the brand and publications on customer experience topics (without a direct commercial purpose) significantly improve the customer engagement indicator. The authors conclude that customer engagement in social networks can only be improved by conducting exhaustive analyses of activity data for these platforms. However, such analyses must not be done via generic multisector analyses, which only generate superficial and inapplicable knowledge, but rather through detailed studies for each sector.

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Factors Increasing Consumer Engagement of Branded Content in Instagram

Cited by 30 publications

References 84 publications

A atividade das juventudes partidárias no Instagram em período eleitoral: Inovação ou normalização?

A atividade das juventudes partidárias no Instagram em período eleitoral: Inovação ou normalização?

Brand strategy and content management on Instagram: scheduling and message length as factors to improve engagement

How to Improve Customer Engagement in Social Networks: A Study of Spanish Brands in the Automotive Industry

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