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
Maharjan, Sajan
Term
4. Semester
Publication year
2024
Submitted on
2024-06-01
Pages
53
Abstract
Social media has changed how consumers connect with brands. After COVID-19, Instagram is especially important for the fast-food sector to showcase products and attract customers. For brands, understanding what drives engagement—likes and comments—has become essential, yet the concept and measurement of “consumer engagement” remain unclear. This project examines which Instagram content factors are linked to more likes and comments. It uses Uses and Gratifications (why people use media to satisfy needs) and Rhetorical Theory (how messages influence audiences) as lenses. The study is quantitative and positivist, analyzing 194 posts from four Danish fast-food brands: Jagger, OliOli, Grød, and Picopizza. Content was assessed using averages, standard deviation, and likes/comments per 1,000 followers, and hypotheses were tested with one-tailed t-tests and one-way ANOVA. Findings show that vividness (lively, visually rich posts), verbal interactivity (e.g., questions or prompts), entertainment content types, and simple messaging are associated with more likes. Of these, only vividness has a clear relationship with the number of comments. In addition, humor and message complexity may partially influence comments.
Sociale medier har ændret måden, forbrugere møder brands. Efter COVID-19 er Instagram særlig vigtig for fastfoodbranchen til at vise produkter og tiltrække kunder. For brands er det afgørende at forstå, hvad der får folk til at engagere sig—like og kommentere—men selve begrebet og måden at måle “forbrugerengagement” er stadig uklart. Dette projekt undersøger, hvilke indholdsfaktorer på Instagram hænger sammen med flere likes og kommentarer. Som ramme bruges Uses and Gratifications (hvorfor mennesker bruger medier for at få behov opfyldt) og retorisk teori (hvordan budskaber påvirker). Studiet er kvantitativt og bygger på målbare data (positivisme) fra 194 opslag fra fire danske fastfoodbrands: Jagger, OliOli, Grød og Picopizza. Indholdet analyseres med gennemsnit, standardafvigelse samt likes og kommentarer per 1.000 følgere. Hypoteser testes med ensidede t-tests og one-way ANOVA. Resultaterne viser, at livlighed/visuel kraft (vividness), sproglig interaktivitet (fx spørgsmål eller opfordringer), underholdende indholdstyper og enkel kommunikation er forbundet med flere likes. Blandt disse er det kun livlighed, der har en tydelig sammenhæng med antallet af kommentarer. Derudover kan humor og mere komplekse budskaber delvist påvirke kommentarer.
[This apstract has been rewritten with the help of AI based on the project's original abstract]