Impact of brand's instagram post characteristics on user engagement

Volarić, Karlo

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undergraduate thesis

Impact of brand's instagram post characteristics on user engagement

2019. urn:nbn:hr:192:491862

Volarić, Karlo

University of Rijeka
Faculty of Economics and Business

Cite this document

APA 6th Edition

Volarić, K. (2019). Impact of brand's instagram post characteristics on user engagement (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:491862

MLA 8th Edition

Volarić, Karlo. "Impact of brand's instagram post characteristics on user engagement." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:192:491862

Chicago 17th Edition

Harvard

Volarić, K. (2019). 'Impact of brand's instagram post characteristics on user engagement', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:192:491862

Vancouver

Volarić K. Impact of brand's instagram post characteristics on user engagement [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2019 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:192:491862

IEEE

K. Volarić, "Impact of brand's instagram post characteristics on user engagement", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:192:491862

Cite this item: https://urn.nsk.hr/urn:nbn:hr:192:491862

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Metadata

Title	Impact of brand's instagram post characteristics on user engagement
Title (croatian)	Utjecaj karakteristika Instagram posta brenda na angažiranost korisnika
Author	Karlo Volarić
Mentor	Ivana First Komen (mentor)
Granter	University of Rijeka Faculty of Economics and Business Rijeka
Defense date and country	2019-09-26, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics
Abstract	In the challenging world of Instagram marketing brands are trying to find new ways to better engage their followers. To do so, brands are experimenting with posts containing various characteristics whose potential influence on user engagement is tested in this thesis. The study conducts an empirical research on 150 brand posts from 5 most followed sportswear brands on Instagram, focusing mainly on 3 characteristics; vividness, message theme (functional, emotional, brand identity, current event, sales promotion) and interactivity. Engagement of users is addressed through number of likes and comments on each post. The results calculated using a log-linear regression (OLS) show that posts with higher vividness receive less likes and comments than posts with lower vividness. Furthermore, neither functional nor emotional attributes of the posts affect the engagement. However, posts that relate to brand identity prove to be significant for the engagement but affect the number of both likes and comments negatively. Structuring the post around current event doesn’t significantly relate to numbers of likes and comments. Study also prove insignificance of sales promotion in Instagram post. The only characteristic showing a positive impact on both likes and comments is high post interactivity.
Keywords
Language	english
URN:NBN	urn:nbn:hr:192:491862
Study programme	Title: Business economics; specializations in: International Business (held in English) Course: International Business (held in English) Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Closed access
Terms of use
Created on	2020-03-02 13:00:12