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Insights into user engagement on social media. Findings from two fashion retailers

Author

Listed:
  • María Rocío Bonilla Quijada

    (Abat Oliba CEU University)

  • José Luis Del Olmo Arriaga

    (Abat Oliba CEU University)

  • David Andreu Domingo

    (Abat Oliba CEU University)

Abstract

Though most studies have been conducted in the luxury electronic commerce sector, few have focused on the influence of Instagram. This study improves research by examining new dimensions of users’ experiences on this social network. This study aims to provide the core elements of brand engagement on Instagram, focusing on an empirical comparison of the relationships established between two fashion retailers and their followers on Instagram. The study is based on the coding of 728 posts collected over 1 year and carries out a comparative analysis using bivariate and multivariate modelling of the interactions between brands and their followers. The results of this work show that fashion retailers still generate little interaction with Instagram users, although there is some engagement between the two parties. The empirical results are evidence of the importance of a communication strategy in generating involvement and engagement with the brand. The study thereby provides industry professionals with the patterns in those posts that can encourage greater engagement with and participation from users online.

Suggested Citation

  • María Rocío Bonilla Quijada & José Luis Del Olmo Arriaga & David Andreu Domingo, 2021. "Insights into user engagement on social media. Findings from two fashion retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 125-137, March.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:1:d:10.1007_s12525-020-00429-0
    DOI: 10.1007/s12525-020-00429-0
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    References listed on IDEAS

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    Cited by:

    1. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Shutaleva, Anna V. & Novgorodtseva , Anastasia N. & Ryapalova, Oksana S., 2022. "Self-presentation in Instagram: promotion of a personal brand in social networks," Economic Consultant, Roman I. Ostapenko, vol. 37(1), pages 27-40.
    3. Rainer Alt, 2021. "Electronic Markets on the next convergence," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 1-9, March.
    4. Sergio Barta & Raquel Gurrea & Carlos Flavián, 2023. "Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    5. Yoo, Jinyoung Jinnie, 2023. "Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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    More about this item

    Keywords

    Engagement; Social media; Consumer interactions; Fashion retailers; Instagram;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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