Using Instagram to engage with (potential) consumers: A study of Forbes Most Valuable Brands’ use of Instagram

Oluseyi Samuel Adegbola, Sherice Gearhart, Jackie Skarda-Mitchell

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)232-251
JournalJournal of Social Media in Society
StatePublished - 2018

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