Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement

Detalhes bibliográficos
Autor(a) principal: Santiago, Maria João Arouca de Oliveira Martins
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10400.14/39802
Resumo: From beauty, to automotive, to technology and fashion industries we have been witnessed an increasingly adoption of strategies anchored on Experiential Marketing along with lifestyle branding on Social Media. Hence, the aim of this research is to analyze whether experiential posts increase consumer brand engagement on Instagram, when comparing to more functional posts, and study the effect of characteristics vividness and emotional appeal on experiential posts’ consumer engagement. In order to achieve this purpose, 120 brand posts, half experiential and half functional, characterized based on a relevant study, were collected from 15 Instagram brands’ pages and respectively number of likes, comments and followers were compiled in order to calculate consumer engagement. Additionally, both characteristics of interest were identified at an individual experiential post level. Notwithstanding, results encourage us to accept that functional posts lead to higher levels of consumer engagement on Instagram than experiential posts. Though, a low level of vividness (i.e. images) and the presence of high emotional appeal on experiential posts will lead to higher consumer engagement. All in all, this study provides valuable insights regarding Social Media and consumer engagement which can help marketers build their Instagram strategies more cautiously.
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spelling Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagementExperiential marketingSocial mediaExperiential postsFunctional postsInstagramConsumer brand engagementVividnessEmotional appealMarketing experiencialRedes sociaisPosts experienciaisPosts funcionaisConsumer brand engagementEmotional appealFrom beauty, to automotive, to technology and fashion industries we have been witnessed an increasingly adoption of strategies anchored on Experiential Marketing along with lifestyle branding on Social Media. Hence, the aim of this research is to analyze whether experiential posts increase consumer brand engagement on Instagram, when comparing to more functional posts, and study the effect of characteristics vividness and emotional appeal on experiential posts’ consumer engagement. In order to achieve this purpose, 120 brand posts, half experiential and half functional, characterized based on a relevant study, were collected from 15 Instagram brands’ pages and respectively number of likes, comments and followers were compiled in order to calculate consumer engagement. Additionally, both characteristics of interest were identified at an individual experiential post level. Notwithstanding, results encourage us to accept that functional posts lead to higher levels of consumer engagement on Instagram than experiential posts. Though, a low level of vividness (i.e. images) and the presence of high emotional appeal on experiential posts will lead to higher consumer engagement. All in all, this study provides valuable insights regarding Social Media and consumer engagement which can help marketers build their Instagram strategies more cautiously.Farias, Ana Rita Boino Godinho AlvesVeritatiSantiago, Maria João Arouca de Oliveira Martins2023-01-11T11:47:48Z2020-10-142020-092020-10-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/39802urn:tid:202531368enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-03-13T12:26:43Zoai:repositorio.ucp.pt:10400.14/39802Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T01:48:48.238415Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
title Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
spellingShingle Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
Santiago, Maria João Arouca de Oliveira Martins
Experiential marketing
Social media
Experiential posts
Functional posts
Instagram
Consumer brand engagement
Vividness
Emotional appeal
Marketing experiencial
Redes sociais
Posts experienciais
Posts funcionais
Consumer brand engagement
Emotional appeal
title_short Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
title_full Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
title_fullStr Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
title_full_unstemmed Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
title_sort Do experiential posts increase consumer engagement on instagram? : exploring the effect of vividness and emotional appeal on experiential posts’ consumer engagement
author Santiago, Maria João Arouca de Oliveira Martins
author_facet Santiago, Maria João Arouca de Oliveira Martins
author_role author
dc.contributor.none.fl_str_mv Farias, Ana Rita Boino Godinho Alves
Veritati
dc.contributor.author.fl_str_mv Santiago, Maria João Arouca de Oliveira Martins
dc.subject.por.fl_str_mv Experiential marketing
Social media
Experiential posts
Functional posts
Instagram
Consumer brand engagement
Vividness
Emotional appeal
Marketing experiencial
Redes sociais
Posts experienciais
Posts funcionais
Consumer brand engagement
Emotional appeal
topic Experiential marketing
Social media
Experiential posts
Functional posts
Instagram
Consumer brand engagement
Vividness
Emotional appeal
Marketing experiencial
Redes sociais
Posts experienciais
Posts funcionais
Consumer brand engagement
Emotional appeal
description From beauty, to automotive, to technology and fashion industries we have been witnessed an increasingly adoption of strategies anchored on Experiential Marketing along with lifestyle branding on Social Media. Hence, the aim of this research is to analyze whether experiential posts increase consumer brand engagement on Instagram, when comparing to more functional posts, and study the effect of characteristics vividness and emotional appeal on experiential posts’ consumer engagement. In order to achieve this purpose, 120 brand posts, half experiential and half functional, characterized based on a relevant study, were collected from 15 Instagram brands’ pages and respectively number of likes, comments and followers were compiled in order to calculate consumer engagement. Additionally, both characteristics of interest were identified at an individual experiential post level. Notwithstanding, results encourage us to accept that functional posts lead to higher levels of consumer engagement on Instagram than experiential posts. Though, a low level of vividness (i.e. images) and the presence of high emotional appeal on experiential posts will lead to higher consumer engagement. All in all, this study provides valuable insights regarding Social Media and consumer engagement which can help marketers build their Instagram strategies more cautiously.
publishDate 2020
dc.date.none.fl_str_mv 2020-10-14
2020-09
2020-10-14T00:00:00Z
2023-01-11T11:47:48Z
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dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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urn:tid:202531368
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dc.language.iso.fl_str_mv eng
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dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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