{"product_id":"design-of-effective-instagram-campaigns-von-carolin-wesche","title":"Design of Effective Instagram Campaigns","description":"\u003cp\u003eMaster's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster (Institute for Value-Based Marketing), language: English, abstract: The following study investigates the influence of traditional design stimuli, applied to a brand post, on the consumer's engagement rate on Instagram. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eConsumer engagement thereby represents the effectiveness of a brand post and is defined by the ratio of the number of likes\u003c\/p\u003e\u003cp\u003eof a brand post and the number of followers of the brand. Aiming at analyzing the effectiveness of traditional design stimuli on Instagram, the author gathers 450 Instagram brand posts from five different product categories which are subsequently\u003c\/p\u003e\u003cp\u003eassessed and coded. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe researcher then conducts a regression analysis as this allows to evaluate the influence of the traditional visual design stimuli on the consumer's engagement rate. Whereas novel \u0026amp; cognitive demanding stimuli are not found to influence the engagement rate for a brand post, certain physically intensive \u0026amp; prominent stimuli as well as some affective \u0026amp; emotional stimuli have a significant influence. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe present study further investigates the moderating effect of brand knowledge on the magnitude of the stimuli's influence on consumer engagement rate. The results indicate that brand knowledge has a moderating effect on certain stimuli. For all other stimuli, the influence on the engagement rate does not change for different levels of brand knowledge. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe results further show that design stimuli applied in brand posts on Instagram differ in their impact on the engagement rate,\u003c\/p\u003e\u003cp\u003edepending on the product category shown in the brand post. These findings can be used by managers to exploit the benefits of social media marketing on Instagram.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783346155948\"\u003e\u003ch3\u003eAn Empirical Examination of Visual Brand Post Design Stimuli\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783346155948","offer_id":58760960868677,"sku":"9783346155948","price":49.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/73461_430a7594-c995-4e2b-b27c-3d76b51d078c.jpg?v=1786335159","url":"https:\/\/shop.autorenwelt.de\/products\/design-of-effective-instagram-campaigns-von-carolin-wesche","provider":"Autorenwelt Shop","version":"1.0","type":"link"}