Study on global brands’ social content on Instagram

The purpose of this paper was to examine the current practices of social media marketing communication on Instagram by major global brands and investigate the effectiveness of different message appeals and content types in generating consumer reactions. A content analysis of 549 brand posts was cond...

Full description

Saved in:
Bibliographic Details
Main Author: Kuo, Chao-Lan
Format: Conference Proceeding
Language:English
Subjects:
Content analysis
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The purpose of this paper was to examine the current practices of social media marketing communication on Instagram by major global brands and investigate the effectiveness of different message appeals and content types in generating consumer reactions. A content analysis of 549 brand posts was conducted. The data collected for this study were obtained from the posts of eleven global official brand pages on Instagram during November 2020. The results show that rational appeal and informational content were used most frequently on Instagram by global brands. Brand posts with emotional appeal and social content received the most likes from consumers.
ISSN:0094-243X
1551-7616
DOI:10.1063/5.0117694