Analyzing Consumer Engagement on Instagram: Insights from Danish Fast-Food Companies: Analyzing Consumer Engagement on Instagram: Insights from Danish Fast-Food Companies
Translated title
Analyzing Consumer Engagement on Instagram: Insights from Danish Fast-Food Companies
Author
Term
4. Semester
Publication year
2024
Submitted on
2024-06-01
Pages
53
Abstract
Social media has transformed the way consumers interact with brands, providing brands with new platforms for connection, promotion, and relationship building. Post-COVID-19 changes in consumer behavior have made platforms like Instagram particularly vital for the fast-food industry to present products and attract customers. Understanding the characteristics and factors influencing consumer engagement on social media has become essential for brands. However, the conceptualization and measurement of consumer engagement still need to be clarified. This project investigates the influence of different factors on consumer engagement, specifically regarding likes and comments. The study adopts the Uses and Gratification and Rhetorical Theory as theoretical lenses to identify various factors, develop hypotheses, and test them. This is a quantitative research grounded in positivism, the study analyzes 194 Instagram posts from four Danish fast-food brands; Jagger, OliOli, Grød, and Picopizza. Content analysis is conducted based on the mean, standard deviation, mean per 1,000 followers, and comments per 1,000 followers. For hypothesis tests, this project used one-tailed t-tests and one-way ANOVA tests. The findings indicate that vividness, verbal interactivity, entertainment content types, and simplicity in messaging positively influence the number of likes on Danish fast-food brands' Instagram posts. Among these factors, vividness is the only one with a significant influence on comments. Additionally, humor and message complexity have the potential to partially influence comments.
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