Vilka inlägg skapar engemang på Sociala Medier? : En kvantitativ studie hur företag i klädbranschen genererar olika nivåer av engagemang på instagram
Sammanfattning: Abstract Date: June 2nd 2021 Level: Bachelor, 15HP Institution: Halmstad University Tutor: Anna Sörensson Examiner: Navid Ghannad Title: What kind of posts create engagement on social media? A study how companies in the clothing industry generate different levels of engagement on Instagram. Keywords: Consumer engagement, Instagram, influencer marketing, Social media marketing, consumer behavior. Purpose: The aim of the study is to investigate what should be taken into account in order to generate a higher level of consumer engagement on social media. The research question that will be answered is: What characteristics of an Instagram post lead to a higher level of consumer engagement? Background: Instagram is one of many marketing tools that give companies the opportunity to reach their customers in a faster way. Consumers are spending more time on social media and this is something companies want to take advantage of. To succeed with your marketing goals it is essential to have good engagement between the company and the customer. Teori: Studien använder sig av ett teoretiskt ramverk som består av teorier kopplade till engagemang, konsumentbeteende och marknadsföring på sociala medier. Fem hypoteser har valts ur relevant för att undersöka faktorer som en relevant för teorier kopplade till ämnet. Method: The authors have used a quantitative research strategy with a deductive research approach. Data points linked to the selected hypotheses have been taken from different Instagram posts and then analyzed with Anova and T-test. 494 Instagram posts from four dominant clothing companies have been analyzed. Conclusion: All hypotheses of this study has been rejected except the one related to content type. The interactive content type is the most efficient in creating a high level of engagement in terms of likes and comments.
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