Abstract 

Date:                               June 2nd 2021

Level:                               Bachelor, 15HP

Institution:   Halmstad University

Tutor:      Anna Sörensson

Examiner:   Navid Ghannad

Title:                

What kind of posts create engagement on social media?                                                A study how companies in the clothing industry generate                                              different levels of engagement on Instagram. 

Keywords:      

Consumer engagement, Instagram, influencer marketing,                                            Social media marketing, consumer behavior.

Purpose:                                

 The aim of the study is to investigate what should be taken into                                     account in order to generate a higher level of consumer                                               engagement on social media. The research question that will                                         be answered is: 

What characteristics of an Instagram post lead to a higher            level of consumer engagement? 

Background:      

Instagram is one of many marketing tools that give companies                                      the opportunity to reach their customers in a faster way.                                              Consumers are spending more time on social media and this is                                      something companies want to take advantage of. To succeed                                        with your marketing goals it is essential to have good                                                 engagement between the company and the customer. 

Teori:    

Studien använder sig av ett teoretiskt ramverk som består av teorier kopplade till engagemang, konsumentbeteende och marknadsföring på sociala medier. Fem hypoteser har valts ur relevant för att undersöka faktorer som en relevant för teorier     kopplade till ämnet. 

Method:                                  

The authors have used a quantitative research strategy with a                                      deductive research approach. Data points linked to the selected                                    hypotheses have been taken from different Instagram posts and                                    then analyzed with Anova and T-test. 494 Instagram posts from                                    four dominant clothing companies have been analyzed.                                           

Conclusion:              

All hypotheses of this study has been rejected except the one                                        related to content type. The interactive content type is the most                                    efficient in creating a high level of engagement in terms of                                            likes and comments.