prikaz prve stranice dokumenta Impact of brand's instagram post characteristics on user engagement
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undergraduate thesis
Impact of brand's instagram post characteristics on user engagement
Rijeka: University of Rijeka, Faculty of Economics and Business, 2019. urn:nbn:hr:192:491862
Volarić, Karlo
University of Rijeka
Faculty of Economics and Business

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

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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

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

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

Volarić, K. (2019). 'Impact of brand's instagram post characteristics on user engagement', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 21 May 2024, https://urn.nsk.hr/urn:nbn:hr:192:491862

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 May 21] Available at: https://urn.nsk.hr/urn:nbn:hr:192:491862

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

Metadata
TitleImpact of brand's instagram post characteristics on user engagement
Title (croatian)Utjecaj karakteristika Instagram posta brenda na angažiranost korisnika
AuthorKarlo Volarić
MentorIvana First Komen (mentor)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2019-09-26, 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
Languageenglish
URN:NBNurn:nbn:hr:192:491862
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2020-03-02 13:00:12