Using Instagram to Engage with (Potential) Consumers: A study of Forbes Most Valuable Brands’ Use of Instagram
Keywords:
Instagram, brand, customer engagement, social mediaAbstract
With over 800 million monthly users, Instagram has become one of the most popular social networking sites utilized by individuals and businesses alike. Guided by interactivity theory, the current study identifies connections between the posting behaviour of popular brands on Instagram and audience engagement. Instagram posts (N = 710) from brands on the Forbes Most Valuable Brands list were coded for image type and the presence of brand-related and social content. Using an individualized engagement score for each post, results found audiences were most responsive when images featured products and logos together and when social content appears in captions. Findings of this study are useful to marketing strategists aiming to capitalize on this platform.
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Marwick, A., & Boyd, D. (2011). To see and be seen: Celebrity practice on Twitter. Convergence, 17(2), 139-158. doi: 10.1177/1354856510394539
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Page, R. (2012). The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags. Discourse & communication, 6(2), 181-201. doi: 10.1177/1750481312437441
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Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66(2), 180-187. doi:10.1016/j.jbusres.2012.07.011
---------------------------------------------------------------------------------
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----------------------------------------------------------------------------------
Schechter, A. H. (1993). Measuring the value of corporate and brand logos. Design Management Journal (Former Series), 4(1), 33-39. doi: 10.1111/j.1948-7169.1993.tb00124.x
----------------------------------------------------------------------------------
Schroeder, J. E. (2013, April 10). Snapshot aesthetics and the strategic imagination. Retrieved from http://ivc.lib.rochester.edu/snapshot-aesthetics-and-the-strategic-imagination/
----------------------------------------------------------------------------------
Schroeder, J. E., & Zwick, D. (2004). Mirrors of masculinity: Representation and identity in advertising images. Consumption Markets & Culture, 7(1), 21-52. doi: 10.1080/1025386042000212383
----------------------------------------------------------------------------------
Shea, E. (2013). Instagram registers consumer engagement 18 times that of Facebook. Retrieved from http://www.mobilemarketer.com/cms/news/research/15882.html
----------------------------------------------------------------------------------
Schultz, C. D. (2016). Insights from consumer interactions on a social networking site: Findings from six apparel retail brands. Electronic Markets, 26(3), 203-217. doi: 10.1007/s12525-015-0209-7
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Sundar, S. S. (2004). Theorizing interactivity's effects. The information society, 20(5), 385-389. doi:10.1080/01972240490508072
----------------------------------------------------------------------------------
Sundar, S. S., Bellur, S., Oh, J., Jia, H., & Kim, H. S. (2016). Theoretical importance of contingency in human-computer interaction: effects of message interactivity on user engagement. Communication Research, 43(5), 595-625. doi: 10.1177/0093650214534962
----------------------------------------------------------------------------------
Oh, J., & Sundar, S. S. (2015). How does interactivity persuade? An experimental test of interactivity on cognitive absorption, elaboration, and attitudes. Journal of Communication, 65(2), 213-236.doi: 10.1111/jcom.12147
----------------------------------------------------------------------------------
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122-146. doi: 10.2753/MTP1069-6679200201
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Wansink, B., & Ray, M. L. (1996). Advertising strategies to increase usage frequency. The Journal of Marketing, 31-46.
----------------------------------------------------------------------------------
Weinberger, J. (2014, August 6). The mere exposure effect: Advertising to the subconscious. Retrieved from http://researchaccess.com/2014/08/mere-exposure-effect/
----------------------------------------------------------------------------------
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York, J. (2015, June 23). Hashtag your way to social media relevance. Retrieved from http://mobilemarketingwatch.com/hashtagging-your-way-to-social-media-relevance-50779/
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Baltas, G. (2003). Determinants of internet advertising effectiveness: an empirical study. International Journal of Market Research, 45(4), 505-515.
----------------------------------------------------------------------------------
Belch, G. E., & A. Belch, M. (2013). A content analysis study of the use of celebrity endorsers in magazine advertising. International Journal of Advertising, 32(3), 369-389. doi:10.2501/IJa-32-3-369-389
----------------------------------------------------------------------------------
Bolman, C. (2014, December 20). How the human brain experiences your brand. Retrieved from https://blog.percolate.com/2014/12/neuromarketing-how-the-human-brain-experiences-your-brand/
----------------------------------------------------------------------------------
Bóveda-Lambie, A. M., & Hair, N. (2012). Advertising vs Invertising: The Influence of Social Media B2C Efforts on Consumer Attitudes and Brand Relationships. Online consumer behaviour: Theory and research in social media, advertising, and e-tail, 209-236
----------------------------------------------------------------------------------
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271. doi: 10.1177/1094670511411703
----------------------------------------------------------------------------------
Caleffi, P. M. (2015). The'hashtag': A new word or a new rule?. SKASE Journal of Theoretical Linguistics, 13(2).
----------------------------------------------------------------------------------
Carr, D. (2008, October 28). Mourning old media’s decline. Retrieved from http://www.nytimes.com/2008/10/29/business/media/29carr.html?_r=1&
----------------------------------------------------------------------------------
Donelle L, R. N. (2012). Health tweets: an exploration of health promotion on twitter. Online journal of issues in nursing, 17(3). doi: 10.3912/OJIN.Vol17No03Man04
----------------------------------------------------------------------------------
Drüeke, R., & Zobl, E. (2016). Online feminist protest against sexism: the German-language hashtag# aufschrei. Feminist Media Studies, 16(1), 35-54. doi:10.1080/14680777.2015.1093071
----------------------------------------------------------------------------------
Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic effects of brand exposure on motivated behavior: how apple makes you “think different”. Journal of consumer research, 35(1), 21-35. doi: 10.1086/527269
----------------------------------------------------------------------------------
Gillett, R. (2014, April 22). How the most successful brands dominate Instagram, and you can, too. Retrieved from http://www.fastcompany.com/3029395/bottom-line/how-the-most- successful-brands-dominate-instagram-and-you-can-too
----------------------------------------------------------------------------------
Gillikin, J. (2016). Importance of logos in business. Retrieved from http://smallbusiness.chron.com/importance-logos-business-577.html
----------------------------------------------------------------------------------
Golder, S. A., & Huberman, B. A. (2006). Usage patterns of collaborative tagging systems. Journal of information science, 32(2), 198-208. doi: 10.1177/0165551506062337
----------------------------------------------------------------------------------
Guerrero, A. (2015, January 14). How to use visuals to engage your audience. Retrieved from http://www.socialmediaexaminer.com/use-visuals-to-engage-your-audience/
----------------------------------------------------------------------------------
Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. The Journal of Marketing, 14-30. doi: 10.2307/1252158
----------------------------------------------------------------------------------
Instagram Business Blog (2018). Instagram best practices. Retrieved from https://business.instagram.com/
----------------------------------------------------------------------------------
Instagram Stats (2018). Instagram stats. Retrieved from https://www.instagram.com /press/?hl=en
----------------------------------------------------------------------------------
Jaffray, P. (2015). Taking stock with teens. Retrieved from http://www.piperjaffray.com /3col.aspx?id=3441
----------------------------------------------------------------------------------
Kim, S., Haley, E., & Koo, G. Y. (2009). Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising. Journal of Advertising, 38(3), 67-80. doi: 10.2753/JOA0091-3367380305.
----------------------------------------------------------------------------------
Kyriacou, C. (2014, March 31). The shift towards social media for the marketer. Retrieved from http://www.socialmediatoday.com/content/shift-towards-social-media-marketer
----------------------------------------------------------------------------------
L2 Intelligence Report (2014). The world’s most powerful social platform?. Retrieved from http://www.l2inc.com/research/instagram-2014
----------------------------------------------------------------------------------
Lee, J., Kim, J., & Yu, J. (2015). Effects of congruence of product, visual image, and consumer self-image on art infusion advertising. Social Behavior and Personality: an international journal, 43(10), 1725-1740. doi: 10.2224/sbp.2015.43.10.1725
----------------------------------------------------------------------------------
Leimkuehler, K. (2016, Febrarury 4). 3 social media engagement techniques that work. Retrieved from http://www.socialmediaexaminer.com/3-social-media-engagement-techniques-that-work/
----------------------------------------------------------------------------------
Machado, J. C., de Carvalho, L. V., Torres, A., & Costa, P. (2015). Brand logo design: examining consumer response to naturalness. Journal of Product & Brand Management, 24(1), 78-87. doi: 10.1108/JPBM-05-2014-0609
----------------------------------------------------------------------------------
Marwick, A., & Boyd, D. (2011). To see and be seen: Celebrity practice on Twitter. Convergence, 17(2), 139-158. doi: 10.1177/1354856510394539
----------------------------------------------------------------------------------
McLeod, B. (2017, April 25). 100+ social media statistics you’ll want to see. Retrieved from https://www.bluecorona.com/blog/social-media-statistics-2017
----------------------------------------------------------------------------------
Murphy, K. (2014). The influence of content generation on brand attitude and purchase intention within visual social media (Doctoral dissertation, Dublin Business School).
----------------------------------------------------------------------------------
Murray, S. (2008). Digital images, photo-sharing, and our shifting notions of everyday aesthetics. Journal of Visual Culture, 7(2), 147-163. doi: 10.1177/1470412908091935.
----------------------------------------------------------------------------------
Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432. doi: 10.1086/319618
----------------------------------------------------------------------------------
Nanji, A. (2017, November 27). Social Media and Blog Usage by Fortune 500 Companies in 2017. Retrieved from https://www.marketingprofs.com/charts/2017/33156/social-media-and-blog-usage-by-fortune-500-companies-in-2017
----------------------------------------------------------------------------------
Page, R. (2012). The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags. Discourse & communication, 6(2), 181-201. doi: 10.1177/1750481312437441
----------------------------------------------------------------------------------
Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66(2), 180-187. doi:10.1016/j.jbusres.2012.07.011
---------------------------------------------------------------------------------
Rogers, S. (2015, October 8). More than 50% of Instagram’s biggest fans hate ad increase. Retrieved from http://venturebeat.com/2015/10/08/over-half-of-instagrams-biggest-fans-unhappy-with-facebooks-new-ad-frequency-increase/
----------------------------------------------------------------------------------
Schechter, A. H. (1993). Measuring the value of corporate and brand logos. Design Management Journal (Former Series), 4(1), 33-39. doi: 10.1111/j.1948-7169.1993.tb00124.x
----------------------------------------------------------------------------------
Schroeder, J. E. (2013, April 10). Snapshot aesthetics and the strategic imagination. Retrieved from http://ivc.lib.rochester.edu/snapshot-aesthetics-and-the-strategic-imagination/
----------------------------------------------------------------------------------
Schroeder, J. E., & Zwick, D. (2004). Mirrors of masculinity: Representation and identity in advertising images. Consumption Markets & Culture, 7(1), 21-52. doi: 10.1080/1025386042000212383
----------------------------------------------------------------------------------
Shea, E. (2013). Instagram registers consumer engagement 18 times that of Facebook. Retrieved from http://www.mobilemarketer.com/cms/news/research/15882.html
----------------------------------------------------------------------------------
Schultz, C. D. (2016). Insights from consumer interactions on a social networking site: Findings from six apparel retail brands. Electronic Markets, 26(3), 203-217. doi: 10.1007/s12525-015-0209-7
----------------------------------------------------------------------------------
Shukairy, A. (2017). Social media ad spending – statistics and trends. Retrieved from https://www.invespcro.com/blog/social-media-ad-spending/
----------------------------------------------------------------------------------
Small, T. A. (2011). What the hashtag? A content analysis of Canadian politics on Twitter. Information, Communication & Society, 14(6), 872-895. doi: 10.1080/1369118X.2011.554572
----------------------------------------------------------------------------------
Stafford, T., & Grimes, A. (2012). Memory enhances the mere exposure effect. Psychology & Marketing, 29(12), 995-1003. doi: 10.1002/mar.20581
----------------------------------------------------------------------------------
Statista. (2018). Most popular social networks worldwide as of April 2018, ranked by number of active users (in millions). Retrieved from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
----------------------------------------------------------------------------------
Stelzner, M. (2014, May 19). 2014 social media marketing industry report. Retrieved from http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2014/
----------------------------------------------------------------------------------
Stelzner, M. (2018). 2018 social media marketing industry report: How marketers are using social media to grow their businesses. Retrieved from https://www.socialmediaexaminer.com/wp-content/uploads/2018/05/Industry-Report-2018.pdf
----------------------------------------------------------------------------------
Sterling, G. (2013, March 18). State of the news media: Everything in decline but digital. Retrieved from http://marketingland.com/state-of-the-news-media-everything-in-decline-but-digital-36477
----------------------------------------------------------------------------------
Sundar, S. S. (2004). Theorizing interactivity's effects. The information society, 20(5), 385-389. doi:10.1080/01972240490508072
----------------------------------------------------------------------------------
Sundar, S. S., Bellur, S., Oh, J., Jia, H., & Kim, H. S. (2016). Theoretical importance of contingency in human-computer interaction: effects of message interactivity on user engagement. Communication Research, 43(5), 595-625. doi: 10.1177/0093650214534962
----------------------------------------------------------------------------------
Oh, J., & Sundar, S. S. (2015). How does interactivity persuade? An experimental test of interactivity on cognitive absorption, elaboration, and attitudes. Journal of Communication, 65(2), 213-236.doi: 10.1111/jcom.12147
----------------------------------------------------------------------------------
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122-146. doi: 10.2753/MTP1069-6679200201
----------------------------------------------------------------------------------
Wansink, B., & Ray, M. L. (1996). Advertising strategies to increase usage frequency. The Journal of Marketing, 31-46.
----------------------------------------------------------------------------------
Weinberger, J. (2014, August 6). The mere exposure effect: Advertising to the subconscious. Retrieved from http://researchaccess.com/2014/08/mere-exposure-effect/
----------------------------------------------------------------------------------
Weissmann, J. (2014). The decline of newspapers has hit a stunning milestone. Retrieved from http://www.slate.com/blogs/moneybox/2014/04/28/decline_of_newspapers_hits_a_milestone_print_revenue_is_lowest_since_1950.html
----------------------------------------------------------------------------------
Williams, R. (2018, April 24). Study: 92% of marjeters plan to ramp up Instagram influencer efforts. Retrieved from https://www.mobilemarketer.com/news/study-92-of-marketers-plan-to-ramp-up-instagram-influencer-efforts/522003/
----------------------------------------------------------------------------------
Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., ... & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244. doi: 10.1108/09564231311326978
----------------------------------------------------------------------------------
Woolf, J.& Anastasia L. (2016, January 25). Is the #hashtag dead for marketers?. Retrieved from http://www.prweek.com/article/1380830/hashtag-dead-marketers
----------------------------------------------------------------------------------
York, J. (2015, June 23). Hashtag your way to social media relevance. Retrieved from http://mobilemarketingwatch.com/hashtagging-your-way-to-social-media-relevance-50779/
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