O1 Abstrakti
Customer Engagement Enhancement on Instagram : Strategies for Small and Medium Enterprises (2022)
Wahid, R., Karjaluoto, H., & Taiminen, K. (2022). Customer Engagement Enhancement on Instagram : Strategies for Small and Medium Enterprises. In D. Vrontis, Y. Weber, & E. Tsoukatos (Eds.), 15th Annual Conference of the EuroMed Academy of Business : Conference Readings, Book Proceedings (pp. 1450-1453). EuroMed Press. EuroMed Academy of Business Conference Book of Proceedings. https://emrbi.org/wp-content/uploads/2022/10/euromed2022-book-of-proceedings-2022-10-02-FINAL.pdf
JYU-tekijät tai -toimittajat
Julkaisun tiedot
Julkaisun kaikki tekijät tai toimittajat: Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo
Emojulkaisu: 15th Annual Conference of the EuroMed Academy of Business : Conference Readings, Book Proceedings
Emojulkaisun toimittajat: Vrontis, Demetris; Weber, Yaakov; Tsoukatos, Evangelos
Konferenssin paikka ja aika: Palermo, Italy, 21.-23.9.2022
eISBN: 978-9963-711-96-3
Lehti tai sarja: EuroMed Academy of Business Conference Book of Proceedings
eISSN: 2547-8516
Julkaisuvuosi: 2022
Artikkelin sivunumerot: 1450-1453
Kirjan kokonaissivumäärä: 1475
Kustantaja: EuroMed Press
Kustannuspaikka: Nicosia
Julkaisumaa: Kypros
Julkaisun kieli: englanti
Pysyvä verkko-osoite: https://emrbi.org/wp-content/uploads/2022/10/euromed2022-book-of-proceedings-2022-10-02-FINAL.pdf
Julkaisun avoin saatavuus: Avoimesti saatavilla
Julkaisukanavan avoin saatavuus: Kokonaan avoin julkaisukanava
Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/83848
Tiivistelmä
This study aims to examine the effects of visual aesthetics (i.e., classical and expressive) and lengths of textual information (LTI) on customer engagement (i.e., likes and comments) in the contexts of Instagram and small and medium enterprises (SMEs). Data were collected through the content analysis on Instagram, consisting of 1,147 posts, 758,462 likes, and 24,059 comments from 10 fashion SMEs in Indonesia. The results demonstrate that longer LTI can improve likes and comments. In relation to visual aesthetics, while independently it has no effect on likes and comments, it negatively affects likes when combined with medium and long LTI. Theoretically, this study extends content marketing literature by discussing the roles of visual aesthetics and LTI in influencing customer engagement in the contexts of Instagram and SMEs. Practically, insights from this research can be applied to fashion SMEs' customer engagement enhancement strategies. Such a contribution is especially substantial given that it is evident that SMEs typically lack knowledge in developing effective content marketing strategies.
YSO-asiasanat: asiakaskokemus; asiakkaat; sitoutuminen (toiminta); markkinointi; markkinointikanavat; sosiaalinen media; pienet ja keskisuuret yritykset; Instagram
Vapaat asiasanat: customer engagement; content marketing; social media marketing; SMEs; visual aesthetics; textual information
Liittyvät organisaatiot
OKM-raportointi: Ei raportoida
