ABSTRACT

Instagram has become a fundamental tool for information, communication and interaction, especially among younger individuals. The literature has analysed user interactions on this social network to determine the extent to which they are capable of generating engagement. The purpose of this study is to explore the ability of the official Instagram accounts of the world top 5 universities to generate engagement among their users. All posts on Instagram over the course of one academic year by these 5 universities (758 posts) were encoded and a comparative analysis carried out using multivariate modelling. This study aims to help identify which variables generate greatest engagement among users, providing strategic proposals for marketing management on this social network. Social network managers at higher education institutions will discover in the findings of this research patterns behind the posts and communication strategies that can generate greatest engagement, thus generating more valuable relationships with stakeholders.

摘要

Instagram 已成为信息、交流和互动的基本工具，尤其是在年轻人中。文献分析了该社交网络上的用户交互，以确定他们能够产生参与的程度。本研究的目的是探索世界排名前 5 的大学的官方 Instagram 帐户在其用户中产生参与度的能力。这 5 所大学（758 个帖子）在一学年内在 Instagram 上发布的所有帖子都经过编码，并使用多变量建模进行了比较分析。本研究旨在帮助确定哪些变量在用户中产生最大的参与度，为该社交网络的营销管理提供战略建议。