| Title |
The content characteristics impacting consumer behaviour on Instagram / |
| Authors |
Gudaitis, Saulius ; Valuckas, Kostas |
| DOI |
10.15388/VGISC.2023.II |
| ISBN |
9786090709931 |
| Full Text |
|
| Is Part of |
18th prof. Vladas Gronskas international scientific conference, 1st of December, 2023, Kaunas, Lithuania: abstract book.. Vilnius : Vilnius University Press, 2023. p. 72-73.. ISBN 9786090709931 |
| Keywords [eng] |
content marketing ; consumer behaviour ; consumer perception ; live ; post ; Instagram ; content characteristics |
| Abstract [eng] |
The increasing prevalence of digital advertising and content consumption on Instagram poses a challenge for marketers. The aim of the research is to analyse the effect of different content characteristics in Instagram to consumer engagement expressed by different interactive responses. The paper analyses which specific content characteristics influence consumer behaviour the most. The results of this research may provide Instagram marketers with actionable insights and help to optimise their content strategy for enhanced consumer engagement. A survey questionnaire was built for exploring the types of content and format respondents resonated the most with, as well as, to find which social media platforms respondents tend to use, in addition to Instagram. Survey results revealed that 85% of respondents prioritize. Story as the most important content presentation type, while 50.7% identify “Funny content” as the most significant content type. It should be noted that Instagram users often use both “YouTube” and “TikTok”. |
| Published |
Vilnius : Vilnius University Press, 2023 |
| Type |
Conference paper |
| Language |
English |
| Publication date |
2023 |
| CC license |
|
