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Effective content strategies and interactivity tools to grow social media engagement for premium brands
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| 1.37 MB | Adobe PDF |
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Resumo(s)
Fostering social media brand community engagement is becoming more and more challenging for premium brands. Previous research studied the impact of informational, promotional, entertaining and relational content types on engagement ,and studied how media richness and interactivty elements can influence community engagement. However, little is known on the effect of different sub-factors concealed in these categories. A quantitative, explorative study was conducted for the Belgian premium bag brand, KAAI. Data from 258 Instagram posts from @kaaibags was coded and analysed via a linear regression. The results highlight positive and negative impacts of different content types, interactivity elements and media richness on engagement. This study provides KAAI and other premium fashion players with patterns that can drive future social media brand community engagement.
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Consumer behavior Fashion Social media management