What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram

Rietveld, Robert; Dolen, Willemijn van; Mazloom, Masoud; Worring, Marcel

doi:10.1016/j.intmar.2019.06.003

Cited by 205 publications

(115 citation statements)

References 94 publications

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“…Informational appeals consist of textual information or imagery on social media and emotional ones are often associated with affective imagery that generates arousal. Emotional messaging also leads to higher customer engagement with brands on social media (Rietveld et al, 2020).…”

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

Exploring online comments from a strategic marketing stance to reduce wildlife crime

Kachen

Krishen

2020

Psychology and Marketing

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Illegal wildlife trade (IWT) is an omnipresent global threat to ecological, social, and economic systems. Marketing expertise can aid in the mitigation and reduction of crime against wildlife using a variety of mechanisms. This paper focuses on how social media usage relates to the framing of conservation appeals. By studying the content of existing blogs, articles, white papers, and other online postings, we extract relevant themes and concepts. Conducting an unguided semantic analysis of our data, we analyzed messaging appeal strategies and the underlying social or informational frameworks they employ. Using literature on advertising appeal types and contrasting social/emotional with knowledge‐based/informational messaging strategies, we identified how wildlife crime prevention content employs these rhetorical framing mechanisms. Through the lens of social learning theory, our study proposes messaging strategies as a framework for understanding online content. Crimes against wildlife are creating increasingly severe ecological, economic, and social damage within international political and social communities; individuals learn from and engage with online content, therefore appropriate framing mechanisms can aid marketers in designing effective prevention appeals.

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Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

Exploring online comments from a strategic marketing stance to reduce wildlife crime

Kachen

Krishen

2020

Psychology and Marketing

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“…A survey conducted with more than 800 brand managers estimated that their investment in influencer marketing grew from US$1.7bn in 2016 to US$6.5bn in 2019 (Drummond-Butt, 2019). Moreover, Instagram has recently experienced extraordinary growth, both in terms of its popularity as a SN and as a marketing channel where companies spread their commercial messages (Kim et al, 2017;Serra-Cantallops et al, 2018;Rietveld et al, 2020). In this sense, brands use Instagram not only as a direct channel or advertising medium (Belanche et al, 2019), but also as a platform to better reach their target audiences through Instagram influencers.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Followers’ reactions to influencers’ Instagram posts

Belanche

Flavián

Ibáñez‐Sánchez

2020

SJME

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Purpose The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products. Findings The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product. Practical implications Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts. Originality/value This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns.

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“…It is also important to note that emotional appeals increase the engagement level (Bitiktas et al, 2020;Thongmak, 2015), while informative appeals do not drive customer engagement (Rietveld et al, 2020).…”

Section: Short Theoretical Backgroundmentioning

confidence: 99%

Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages

Ferencakova

Gajdka²,

Nétek³

et al. 2020

IJEK

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Social media's importance is increasing rapidly in the business world as in the lives of individuals (Bitiktas et al., 2020). Thus, customer engagement (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike (Brodie, 2011). The study aims to examine content strategy on coffee shops' Facebook brand-fan pages in terms of differences in the length of the text part of the posted content and its impact on customer engagement. Using the Fanpage karma web application, we collected a total number of 1254 of 10 coffee shops' brand-fan pages posts published on Facebook during the year 2019. We found that there is a statistically significant difference between text length according to post type (status, photo, video, link) (p=0.0007), and also customer engagement differs depending on post type (p=0.0009). Surprisingly we also revealed that in text length, there is a statistically significant difference only between photo and status types of posts (p-Value=0.0009) and in customer engagement (CE), only between the photo and video types of posts (p-Value=0.0044). Results of linear regression also were not able to support hypothesis, that the shortest length of the text leads to higher customer engagement (CE). The study extends the research on customer engagement (CE) and expands the knowledge about the Facebook content strategy of coffee companies. Finally, it offers recommendations for future research in the examined area.

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What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram

Cited by 205 publications

References 94 publications

Exploring online comments from a strategic marketing stance to reduce wildlife crime

Exploring online comments from a strategic marketing stance to reduce wildlife crime

Followers’ reactions to influencers’ Instagram posts

Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages

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