Topic trends and user engagement on Instagram

Visuals remain understudied in health-related framing research. On Instagram, users who have been patients of long-term health conditions, such as type 1 diabetes (T1D), and who regularly share their experiences with a wider audience, that is, patient influencers, have become an increasingly important source of health information. Both their verbal and visual portrayal of health issues and how they frame causal and treatment responsibility for them matters for the public perception of health and illness. We aimed at determining how patient influencers verbally and visually portray T1D on Instagram, thus incorporating verbal and visual frame analysis by conducting a multimethod study. Combining insights from a qualitative image sorting study ( N = 168 images) and a quantitative content analysis of N = 280 posts by German patient influencers on Instagram, we show that these influencers frequently share how they feel about their illness and verbally emphasize individual treatment responsibilities. Visually, they mostly share images of their diabetes devices, such as insulin pumps. Overall, the visuals used on Instagram tend to enhance the verbal responsibility frames in the captions, with one specific visual frame attributing individual treatment responsibility.

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Assessing the Value of Black Friday Promotions: An Analysis of Instagram Users’ Sentiments and Behavioral Responses

BALCIOĞLU

2024

EKEV Akademi Dergisi

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Black Friday, as a significant global retail phenomenon, provides substantial insights into consumer behavior and the effectiveness of marketing strategies. This study explores into the dynamics of consumer engagement by analyzing user-generated content (UGC) on Instagram, focusing on the 2021 Black Friday promotions by key technology companies in Turkey. Utilizing an advanced three-step text mining methodology, the research commences with Latent Dirichlet Allocation (LDA) for organizing data into distinct thematic clusters pertinent to Black Friday promotions. This is followed by a sentiment analysis, executed using Python, to evaluate the emotional nuances of the UGC in relation to these themes and the corresponding company promotions. The concluding phase involves an exhaustive textual analysis (TA) to extract actionable insights, which are instrumental in refining promotional strategies and deepening the comprehension of consumer interactions on social media platforms. The results reveal a predominantly positive reception of exclusive promotions and smartphone deals, highlighting their effectiveness as strategic elements in social media marketing. In contrast, themes linked to perceived fraud, negative feedback, misinformation, and customer service issues elicited adverse reactions from consumers. These contrasting responses emphasize the imperative for brands to develop transparent, authentic marketing communications and robust customer support systems. The study not only offers strategic recommendations for brands aiming to enhance their social media campaigns but also contributes a theoretical framework for future research in digital consumer behavior, especially in the context of significant promotional events like Black Friday.

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Topic trends and user engagement on Instagram

Cited by 3 publications

References 13 publications

Characterizing Sponsored Content in Facebook and Instagram

Characterizing Sponsored Content in Facebook and Instagram

Verbal and Visual Framing of Responsibility for Type 1 Diabetes by Patient Influencers on Instagram

Assessing the Value of Black Friday Promotions: An Analysis of Instagram Users’ Sentiments and Behavioral Responses

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