| Abstract : | With the rapid expansion of technology and the evolution of web 2.0, social media platforms have been dominant in the consumer’s daily life. Social networking sites facilitate the communication between firms and consumers. Instagram is among the most popular social media platforms globally (Statista, 2020) as the social networking service specializing on sharing photos, videos, reel, and stories via mobile, creating eventually a content. The purpose of this research is to examine what content influences consumer engagement in Instagram. To this end, the study develops a comprehensive analysis concerning the factors that influence consumers to engage with the Instagram content, testing them in parallel with consumer engagement. A sample of brand posts derived from the official Instagram accounts of 16 companies that operate in different industries and are competitors. The posts were coded by two independent coders through the usage of a codebook. The methodology used, was the content analysis and a multiple regression analysis was conducted after coding the nominal variables. Lastly, a correlation analysis was performed among consumer engagement and follower growth rate to be discovered their relationship. The results indicate that the factors that influence consumer engagement in Instagram are the message length, the use of hashtags and call-to-action buttons and the carousel type of posts. The message appeals do not influence engagement in general, but emotional content message is influential in luxury products industry. Useful theoretical and managerial guidance to develop an effective content message strategy is offered. This study provides guidelines for which factor is the most influential in Instagram and what actually contribute to the success of a post, shedding light on how the Instagram users react in different message strategies and post factors.
With the rapid expansion of technology and the evolution of web 2.0, social media platforms have been dominant in the consumer’s daily life. Social networking sites facilitate the communication between firms and consumers. Instagram is among the most popular social media platforms globally (Statista, 2020) as the social networking service specializing on sharing photos, videos, reel, and stories via mobile, creating eventually a content. The purpose of this research is to examine what content influences consumer engagement in Instagram. To this end, the study develops a comprehensive analysis concerning the factors that influence consumers to engage with the Instagram content, testing them in parallel with consumer engagement. A sample of brand posts derived from the official Instagram accounts of 16 companies that operate in different industries and are competitors. The posts were coded by two independent coders through the usage of a codebook. The methodology used, was the content analysis and a multiple regression analysis was conducted after coding the nominal variables. Lastly, a correlation analysis was performed among consumer engagement and follower growth rate to be discovered their relationship. The results indicate that the factors that influence consumer engagement in Instagram are the message length, the use of hashtags and call-to-action buttons and the carousel type of posts. The message appeals do not influence engagement in general, but emotional content message is influential in luxury products industry. Useful theoretical and managerial guidance to develop an effective content message strategy is offered. This study provides guidelines for which factor is the most influential in Instagram and what actually contribute to the success of a post, shedding light on how the Instagram users react in different message strategies and post factors. Τα μέσα κοινωνικής δικτύωσης αποτελούν πλέον αναπόσπαστο κομμάτι της καθημερινότητας των καταναλωτών και της στρατηγικής ανάπτυξης marketing και περιεχομένου των διαφόρων brands. Το Instagram βρίσκεται μεταξύ των πιο δημοφιλών σελίδων κοινωνικης δικτύωσης παγκοσμίως. Σκοπός της έρευνας είναι να εξεταστεί πως επηρεάζεται η αλληλεπίδραση μεταξύ των καταναλωτών και των brands σε συσχέτιση με το περιεχόμενο που εκείνα δημοσιεύουν στο Instagram. Ένα δείγμα 16 εταιριών που δραστηριοπούνται διεθνώς σε 8 διαφορετικά industries και είναι ανταγωνιστές επιλέχθηκε, συλλέγοντας 645 posts τα οποία δημοσίευσαν τα brands στον προσωπικό τους λογαριασμό στο Instagram και εν συνεχεία, κωδικοποιήθηκαν απο δύο ανεξάρτητους ερευνητές. Η μεθοδολογία που επιλέχθηκε ήταν η content analysis διενεργώντας στο SPSS multiple regression analysis και correlation analysis. Τα αποτελέσματα έδειξαν πως οι παράγοντες που επηρεάζουν το engagement στο Instagram είναι το μήκος του μηνύματος, η χρήση των hashtags, η διαδραστικότητα (call-to-action buttons) και τα carousel posts. Επομένως, αυτή η έρευνα παρέχει μια καθοδήγηση για το τι πραγματικά επηρεάζει τους χρήστες του Instagram να αντιδράσουν και να αλληεπιδράσουν με τις διαφορετικές στρατηγικές μηνυμάτων που τα brands χρησιμοποιούν στα posts που δημοσιεύουν στις σελίδες τους.
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