The following study investigates the influence of traditional design stimuli, applied to a brand post, on the consumer's engagement rate on Instagram.
Consumer engagement thereby represents the effectiveness of a brand post and is defined by the ratio of the number of likes
of a brand post and the number of followers of the brand. Aiming at analyzing the effectiveness of traditional design stimuli on Instagram, the author gathers 450 Instagram brand posts from five different product categories which are subsequently
assessed and coded.
The researcher then conducts a regression analysis as this allows to evaluate the influence of the traditional visual design stimuli on the consumer's engagement rate. Whereas novel & cognitive demanding stimuli are not found to influence the engagement rate for a brand post, certain physically intensive & prominent stimuli as well as some affective & emotional stimuli have a significant influence.
The present study further investigates the moderating effect of brand knowledge on the magnitude of the stimuli's influence on consumer engagement rate. The results indicate that brand knowledge has a moderating effect on certain stimuli. For all other stimuli, the influence on the engagement rate does not change for different levels of brand knowledge.
The results further show that design stimuli applied in brand posts on Instagram differ in their impact on the engagement rate,
depending on the product category shown in the brand post. These findings can be used by managers to exploit the benefits of social media marketing on Instagram.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical Background and Literature Review
- Instagram as Social Media Communication Medium
- Framework of Information Processing from Advertisements
- Enhancing Ad Processing with Traditional Design Stimuli
- Enhancing Motivation of Ad Processing
- Enhancing Opportunity and Ability of Ad Processing
- Consumer Behavior in the Context of Social Media
- Conceptual Model and Development of Hypotheses
- Conceptual Model
- Effectiveness of Design Stimuli
- Effectiveness of Physically Intensive & Prominent Stimuli
- Effectiveness of Novel & Cognitive Stimuli
- Effectiveness of Affective & Emotional Stimuli
- Moderating Influence of Brand Knowledge
- Research Design
- Operationalization of Variables
- Data Collection and Sample Characteristics
- Methodology
- Data Analysis and Results
- Effectiveness of Stimuli
- Differentiated View on Product Categories
- Moderating Effect of Brand Knowledge
- Summary and Concluding Aspects
- Discussion of Results
- Managerial Implications
- Limitations and Future Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master thesis explores the impact of visual brand post design stimuli on consumer engagement rates on Instagram. It aims to determine which traditional design elements, previously found effective in classic advertising mediums, influence consumer interaction on this social media platform.
- Examining the effectiveness of physically intensive & prominent stimuli, such as product size, color, and celebrity endorsements.
- Investigating the influence of novel & cognitive demanding stimuli, including camera perspectives and design complexity.
- Analyzing the impact of affective & emotional stimuli, such as faces, sexiness, animals, landscapes, iconic buildings, and home associations.
- Exploring the moderating effect of brand knowledge on the magnitude of design stimuli's influence.
- Investigating differences in engagement rates across various product categories.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 2 establishes the theoretical background by outlining the mechanisms of Instagram, traditional advertising processing frameworks, and consumer engagement in social media. It specifically examines how visual design stimuli can enhance motivation, ability, and opportunity for ad processing. Chapter 3 presents the conceptual model and develops hypotheses based on previous literature. It proposes that specific design stimuli influence engagement rates on Instagram, with brand knowledge as a potential moderator. Chapter 4 details the research design, including the operationalization of variables, data collection methods, and sample characteristics. The methodology used for analyzing the data is also described. Chapter 5 presents the results of the analysis. It examines the effectiveness of each stimulus category and investigates whether their impact varies across product categories and in relation to brand knowledge. Chapter 6 discusses the findings, drawing conclusions regarding the effectiveness of different design stimuli on consumer engagement rates on Instagram and offering practical implications for brand managers.
Schlüsselwörter (Keywords)
This study focuses on the impact of visual design stimuli on consumer engagement rates on Instagram. Key themes include physically intensive & prominent stimuli, novel & cognitive demanding stimuli, affective & emotional stimuli, brand knowledge, product categories, and consumer engagement. The research explores the effectiveness of specific design elements and how they can be applied for creating effective Instagram campaigns.
- Quote paper
- Carolin Wesche (Author), 2018, Design of Effective Instagram Campaigns, Munich, GRIN Verlag, https://www.grin.com/document/539049
