The rapidly growing social network Instagram was founded in 2010 and offers users he possibility to share photos with their friends and the whole Instagram community. The community can rate these photos in their popularity by using the tools Likes and Comments. These measures of popularity reflect how the Instagram community perceives the uploaded photos. Besides private persons also businesses can upload photos of their products and use Instagram as a marketing channel. Therefore, for marketers it might be interesting to find out which factors influence the popularity of photos. This is exactly the purpose of the paper at hand. The main dependent variables of the research are the number of Likes and the number of Comments of each photo. The data was gathered by using the tool Statigr.am, which contains all photos that are uploaded on Instagram. The final dataset contained 209 observations that belonged to the two product categories Frozen Yoghurt and Cigarette. After the collection period, statistical tests were executed using descriptive statistics. The main independent variables belonged to the narrative elements that are described by Kress & van Leeuwen, 2006. The research showed that the type of narrative elements used has an influence on the popularity of photos and therefore this finding agrees with the expectations that were based on the literature. Furthermore, the research showed that the content of photos has an influence on the popularity. This was analyzed by the two product categories, of which the photos that contained the product Frozen Yoghurt had higher popularity scores. Additionally, the research showed that the number of Hashtags, which the uploading person can determine, has a strong influence on the popularity. In the sample at hand, photos with more Hashtags had higher popularity measures than photos with less Hashtags. Finally, the research rejected the assumption that graphical elements of photos such as camera angle and distance, as well as the use of filters and different light conditions has an influence on the popularity. In the sample at hand no clear relationship was found. Especially, the findings regarding the narrative elements and the Hashtags allow firms to design their product photos in the most appealing.
Table of Contents
1. Executive Summary
2. Introduction
2.1. Outline
3. Methodology
3.1. Research Design
3.2. Data Collection Method
4. Research Questions
4.1. Narrative elements based research questions
4.2. Graphical elements based research question
4.3. Content based research question
4.4. Further research question
5. Data Analysis and Findings
5.1. Narrative elements based research questions
5.2. Graphical elements based research question
5.3. Content based research question
5.4. Further research question
6. Limitations
6.1. Data gathering related limitations
6.2. Further research question
7. Conclusion
7.1. Managerial Implications
Research Objectives and Themes
This study aims to identify the key factors that influence the popularity of photos on Instagram, specifically by examining the relationship between narrative elements, graphical attributes, content type, and engagement metrics such as Likes and Comments.
- Analysis of narrative elements as defined by Kress & van Leeuwen
- Evaluation of graphical influences (light, angle, focus, etc.) on popularity
- Comparison of product content (Frozen Yoghurt vs. Cigarettes)
- The impact of hashtag usage on user engagement
Excerpt from the Book
3.1 Research Design
The first issue that had to be addressed when attempting to answer the purpose statement was to find an appropriate research design, taking into account the timeframe and the resources available for the study. For investigating the content related factors, the researcher decided to choose only photos, which display either a Frozen Yoghurt or a Cigarette. These two products were chosen because on the one hand they are both consumer goods and therefore comparable in their perception and on the other hand very opposing, because Frozen Yoghurts are considered as a new and healthy and Cigarettes as an old and unhealthy product. Due to the two specific products chosen, this research is unique and therefore it was necessary to gather primary data. Although, there is a lot of existing research regarding narrative and graphical elements as well as about photos in social networks, these would have lacked applicability on the purpose statement. A large sample of about 200 photos was needed to properly apply essential statistical tests and to have a roughly normal distribution. Concerning the different possible studies, a descriptive study with quantitative data output seemed to be the most appropriate. An exploratory study was not appropriate, because no generalization about the population could be drawn. Further, a causal study would be beyond the scope of this research. Since the research team only addressed the sample once, they worked with a cross-sectional design (Sekaran & Roger, 2009).
Summary of Chapters
1. Executive Summary: Provides an overview of the study's purpose, data collection methodology using Statigr.am, and the key findings regarding narrative elements, hashtags, and product categories.
2. Introduction: Discusses the rise of social networking and photo-sharing platforms, establishing the research goal of determining factors that influence Instagram popularity.
3. Methodology: Details the cross-sectional research design and the selection of a convenience sample of 209 photos categorized into Frozen Yoghurt and Cigarettes.
4. Research Questions: Formulates five core research questions focusing on narrative elements, graphical factors, product content, and the usage of hashtags.
5. Data Analysis and Findings: Presents the statistical analysis using linear regression and ANOVA, evaluating the impact of independent variables on Like and Comment counts.
6. Limitations: Discusses constraints related to data collection via automated tools and the inherent subjectivity in coding narrative and graphical elements.
7. Conclusion: Synthesizes the results, confirming that specific narrative types and hashtag density correlate with higher popularity, while suggesting managerial implications for marketers.
Keywords
Instagram, Social Media Marketing, Photo Popularity, Narrative Elements, Kress and van Leeuwen, Frozen Yoghurt, Cigarettes, Hashtags, Statistical Analysis, Quantitative Research, User Engagement, Likes, Comments, Visual Design, Consumer Goods
Frequently Asked Questions
What is the primary focus of this research paper?
The paper examines which factors contribute to the popularity of photos on Instagram, specifically measuring popularity through the number of Likes and Comments received by a photo.
What are the main thematic fields explored?
The research investigates the influence of narrative elements, graphical attributes (like light, angle, and filters), product-specific content, and the usage of hashtags.
What is the central research question?
The study seeks to determine if there is a statistically significant connection between the presence/absence of narrative structures, visual elements, content type, and the level of user engagement.
Which research methodology was employed?
The study utilizes a descriptive, cross-sectional design with quantitative data gathered from Instagram using the Statigr.am tool, followed by statistical tests including linear regressions and ANOVA.
What does the main body of the work cover?
It covers the theoretical grounding of narrative elements, the methodology of data collection, the statistical testing of hypotheses, and a detailed analysis of findings compared against the initial research questions.
Which keywords define this study?
Key terms include Instagram, social media marketing, narrative elements, user engagement, hashtag impact, and descriptive statistical analysis.
How does the product category affect photo popularity?
The findings indicate that the product category significantly influences popularity, with photos of "Frozen Yoghurt" (perceived as healthy) generating higher engagement than photos of "Cigarettes" (perceived as unhealthy).
What is the conclusion regarding hashtag usage?
The research concludes that there is a positive relationship between the number of hashtags assigned to a photo and its popularity, suggesting that marketers should utilize more hashtags to increase accessibility.
Why were graphical elements found to have no significant influence?
The data suggested that individual preferences for aesthetic elements like light, distance, and filters are too diverse, resulting in no singular, statistically significant preference across the sample.
- Arbeit zitieren
- Daniel Kremerov (Autor:in), 2014, Narrative Elements in Social Networks. Which Aspects Determine the Popularity of Photos on Instagram?, München, GRIN Verlag, https://www.grin.com/document/298299
