EconPapers    
Economics at your fingertips  
 

NIKE ON INSTAGRAM: THEMES OF BRANDED CONTENT AND THEIR ENGAGEMENT POWER

Carmen Balan

CBU International Conference Proceedings, 2017, vol. 5, issue 0, 13-18

Abstract: Instagram is the fastest developing new media of high interest to marketers. As at December 21, 2016, the community included 600 million Instagrammers. This paper explores the problem of whether various themes of branded content differ significantly in their engagement power (ability to generate likes, views, and comments). The methodological approach consists of online monitoring of content in posts of a leading brand, Nike, for its 17 verified-badge Instagram accounts. The study focused on posts during the month of February 2017. The chi-square goodness of fit test (for one variable) was applied in the data analysis stage of the research. The initial hypothesis of significant differences between branded content themes as regards their engagement power was accepted. The practical implications of these findings for marketers include better selection of brand messages for Instagrammers and an increase in engagement levels.

Keywords: Instagrambranded content; engagement; likes; views; comments; followers (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
https://ojs.journals.cz/index.php/CBUIC/article/view/894/1627 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aad:iseicj:v:5:y:2017:i:0:p:13-18

DOI: 10.12955/cbup.v5.894

Access Statistics for this article

More articles in CBU International Conference Proceedings from ISE Research Institute
Bibliographic data for series maintained by Petr Hájek ().

 
Page updated 2020-11-24
Handle: RePEc:aad:iseicj:v:5:y:2017:i:0:p:13-18