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Browsing by Author "Mazzante, Elisa"

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  • Engagement on Instagram : emotions and content of picture posts in the luxury market
    Publication . Mazzante, Elisa; Farias, Ana Rita
    The peculiar public health crisis (Covid-19) we are currently living stresses the importance of digital media, enhancing the fundamental role of these channels in communication and selling activities. In the present work relevance of a continuous customer-brand dialogue established on Instagram is under examination, specifically a particular quantitative measure: the engagement, reflected by liking and commenting on brand posts. The effects of Content Typologies and Emotions on Adjusted Engagement have been analysed, while simultaneously considering Luxury Product Categories identified by the most prominent luxury conglomerate, LVMH, with the purpose to understand the most engaging post characteristics. I studied 610 brand posts from 8 international luxury brands across 4 product categories. I discovered statistically significant differences in Adjusted Engagement for different Content Typologies in the luxury market. In particular, differences in Adjusted Engagement between Content Typologies slightly differed when considering Product Categories, the presence of Faces and Emotions in the post. Unlike results of previous research (Bakhshi et al., 2014), posts showing faces received a statistically significant lower Adjusted Engagement than posts not showing faces. While, in accordance with previous researches, posts showing Emotions captured statistically significant higher Adjusted Engagement than posts with model-like faces (Lewinski et al., 2014). Additionally, Luxury Product Categories experienced statistically significant differences in Adjusted Engagement, in line with past researches studying the engagement of multiple product categories (e.g. De Vries et al., 2012). Social media managers can be guided by my research with regards to deciding which characteristics and/or content typology to place in brand posts.
    2020-06-30Master thesis Restricted access Show more