Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing

Authors : Duygu Aydin Ünal

Pages : 121-136

View : 77 | Download : 78

Publication Date : 2024-01-08

Article Type : Research Paper

Abstract :In reaching out to consumers, social media marketing is indispensable. The prominence of social media serves as a vital metric for corporations and brands, and it currently occupies a pivotal role within digital marketing strategies. This study focuses on the analysis of posts published on Instagram by two Turkish clothing brands since the beginning of 2023, with the aim of identifying factors that enhance user engagement. According to the results obtained through ordered logistic regression analysis, factors such as the use of images in posts, the presence of a celebrity figure in the post, and the inclusion of tags increase the likelihood of heightened engagement levels. These findings are expected to provide valuable insights for social media marketers and researchers in devising effective Instagram strategies.
Keywords : Sosyal Medya Pazarlaması, Dijital Etkileşim, Instagram, Sıralı Lojistik Regresyon Analizi