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Creating Engaging Brand Posts on Social Media: A quantitative study on brand post characteristics and consumer engagement
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Over the past two decades, the media landscape has undergonesubstantial changes. Social media is increasingly replacing traditionalmedia, which has influenced the way of advertising. Social mediaplatforms enable a two-way communication between brands and itsconsumers. However, it remains a challenge for brands to create relevantand attractive content in order to market themselves and build strongrelationships with consumers on social media.

Purpose: The aim of the study is to investigate what should be taken into accountin order to generate a higher level of consumer engagement when brandspublish posts on social media.

Method: This study is conducted with a quantitative research design. It employsa content analysis of brand posts by a selection of worldwide fast foodand beverage brands on the social media platform Instagram. Eightinternational brands are selected based on the size of their businessaround the world and the variation of their brand posts. A total of 287brand posts from the brands’ international accounts are collected andexamined in order to investigate what leads to higher levels of consumerengagement.

Findings: The results of the study reveal that image posts lead to higher levels ofconsumer engagement compared to video posts. However, content type,emotions, source of content, presence of hashtags and posting time donot create significant differences in engagement levels.

Place, publisher, year, edition, pages
2019. , p. 64
Keywords [en]
Social Media Marketing, Consumer Engagement, Instagram, Fast Food, Beverage, Brand Post, Content Analysis
Keywords [sv]
engagemang, sociala medier, snabbmat, dryck, instagram, inlägg
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-157983ISRN: LIU-IEI-FIL-A--19/03061--SEOAI: oai:DiVA.org:liu-157983DiVA, id: diva2:1328596
Subject / course
Master Thesis in Business and Economics Programme (Business Administration); Master Thesis in International Business and Economics Programme (Business Administration)
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Available from: 2019-09-05 Created: 2019-06-21 Last updated: 2019-09-05Bibliographically approved

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Creating Engaging Brand Posts on Social Media(1613 kB)10 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf