Factors Influencing Engagement in Fashion Brands’ Instagram Posts

Abstract

The purpose of this study has two parts: a) to investigate how fashion brands use Instagram as a marketing tool, and b) to identify factors of Instagram posts influencing followers’ engagement. A content analysis was conducted on Instagram posts created by the top 10 fashion brands based on the ranking of the engagement. The researchers analyzed brand posts covering a 4-week period from October 1, 2018 to October 28, 2018. The coding categories included features, media types, digital influencers, and message strategies used on fashion brands’ Instagram posts. We identified the aspects of fashion brands’ use of Instagram and different elements and strategies that are effective to increase follower engagement. Our results supported the use of captions, emojis, images, and mega-influencers as effective Instagram elements that can significantly influence increasing engagement. With respect to messaging strategies, the use of experiential, brand resonance, and emotional strategies significantly influenced engagement. The findings of this study contribute to social media marketing literature by exploring social engagement on fashion brands’ Instagram pages. The results provide practical implications for fashion brands in ways in which they can effectively use Instagram.