國立虎尾科技大學 |

How Does Brand-Generated Content on Instagram Influence Consumers Engagement.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	How Does Brand-Generated Content on Instagram Influence Consumers Engagement./
作者:	Gao, Xiaoru.
面頁冊數:	1 online resource (100 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-01, Section: B.
Contained By:	Dissertations Abstracts International85-01B.
標題:	Web studies. -
電子資源:	click for full text (PQDT)
ISBN:	9798379923075

How Does Brand-Generated Content on Instagram Influence Consumers Engagement.
Gao, Xiaoru.

How Does Brand-Generated Content on Instagram Influence Consumers Engagement. - 1 online resource (100 pages)

Source: Dissertations Abstracts International, Volume: 85-01, Section: B.

Thesis (Ph.D.)--Rutgers The State University of New Jersey, Graduate School - Newark, 2023.

Includes bibliographical references

In order to communicate brand concepts and values to the young generations, many brands are highly active on social media platforms such as Twitter, Facebook, and Instagram. Brand-Generated Content has already become the most common marketing strategy for fashion brands and plays a significant role in influencing consumers' purchase intention. With increased competition on social media platforms, companies need to understand which posting features can bring in more consumer engagements such as number of likes and comments on social media platforms. In this paper, we develop (1) a model to predict the number of likes and (2) a methodology to detect anomaly of posts that have unusually high percentage of negative user comments based on Instagram design variables, including semantic text meanings, facial expressions, color scheme and background of photos, and post timing, among others. We collected a data set of brand-generated Instagram posts from ten fashion brands. The data covers the image, text, and user comments posted between 2019 and 2020. Image features were extracted using Convolutional Neural Network, and text topics were generated through Latent Dirichlet Allocation. Our results will help managers design Instagram posts to increase consumer engagement and reduce negative consumer reactions.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798379923075Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Brand-generated contentIndex Terms--Genre/Form:

554714
Electronic books.

How Does Brand-Generated Content on Instagram Influence Consumers Engagement.
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504 $a Includes bibliographical references
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