Abstract

The purpose of this study has two parts: a) to investigate how fashion brands use Instagram as a marketing tool, and b) to identify factors of Instagram posts influencing followers’ engagement. A content analysis was conducted on Instagram posts created by the top 10 fashion brands based on the ranking of the engagement. The researchers analyzed brand posts covering a 4-week period from October 1, 2018 to October 28, 2018. The coding categories included features, media types, digital influencers, and message strategies used on fashion brands’ Instagram posts. We identified the aspects of fashion brands’ use of Instagram and different elements and strategies that are effective to increase follower engagement. Our results supported the use of captions, emojis, images, and mega-influencers as effective Instagram elements that can significantly influence increasing engagement. With respect to messaging strategies, the use of experiential, brand resonance, and emotional strategies significantly influenced engagement. The findings of this study contribute to social media marketing literature by exploring social engagement on fashion brands’ Instagram pages. The results provide practical implications for fashion brands in ways in which they can effectively use Instagram.

摘要

本研究的目的有两个部分：a）调查时尚品牌如何使用 Instagram 作为营销工具，以及 b）确定 Instagram 帖子影响追随者参与度的因素。根据参与度排名，对排名前 10 的时尚品牌创建的 Instagram 帖子进行了内容分析。研究人员分析了从 2018 年 10 月 1 日到 2018 年 10 月 28 日为期 4 周的品牌帖子。编码类别包括时尚品牌 Instagram 帖子中使用的功能、媒体类型、数字影响者和消息策略。我们确定了时尚品牌使用 Instagram 的各个方面，以及有效提高追随者参与度的不同元素和策略。我们的结果支持使用字幕、表情符号、图像、和超级影响者作为有效的 Instagram 元素，可以显着影响增加的参与度。在信息传递策略方面，体验、品牌共鸣和情感策略的使用显着影响了参与度。本研究的结果通过探索时尚品牌 Instagram 页面上的社交参与，为社交媒体营销文献做出了贡献。结果为时尚品牌有效使用 Instagram 的方式提供了实际意义。