The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers
The last decade has seen a considerable increase in entertainment-oriented communication techniques. Likewise, the rise of social networks has evolved, offering different formats such as publication and stories. Hence, there has been a growing interest in knowing which strategies have the greatest s...
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doaj-9bcd4893f23144749702e98f8a1412452021-09-20T10:11:03ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762021-11-01163151352410.3390/jtaer16030031The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and ManufacturersPaloma de H. Sánchez-Cobarro0Francisco-Jose Molina-Castillo1Cristina Alcazar-Caceres2Departamento de Información y Documentación, University of Murcia, 30100 Murcia, SpainDepartamento de Comercialización e Investigación de Mercados, University of Murcia, 30100 Murcia, SpainBee Social, 30100 Murcia, SpainThe last decade has seen a considerable increase in entertainment-oriented communication techniques. Likewise, the rise of social networks has evolved, offering different formats such as publication and stories. Hence, there has been a growing interest in knowing which strategies have the greatest social impact to help position organizations in the mind of the consumer. This research aims to analyze the different impact that stories and publications can have on the Instagram social network as a tool for generating branded content. To this end, it analyses the impact of the different Instagram stories and publications in various sectors using a methodology of structural equations with composite constructs. The results obtained, based on 800 stories and publications in four different companies (retailers and manufacturers), show that the reach of the story generally explains the interaction with Instagram stories. In contrast, in the case of publications, impressions are of greater importance in explaining the interaction with the publication. Among the main contributions of the work, we find that traditional pull communication techniques have been losing effectiveness in front of new formats of brand content generation that have been occupying the time in the relationship between users and brands.https://www.mdpi.com/0718-1876/16/3/31brand-generated contentsocial mediaInstagram storiesInstagram publicationsretailersmanufacturers |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Paloma de H. Sánchez-Cobarro Francisco-Jose Molina-Castillo Cristina Alcazar-Caceres |
spellingShingle |
Paloma de H. Sánchez-Cobarro Francisco-Jose Molina-Castillo Cristina Alcazar-Caceres The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers Journal of Theoretical and Applied Electronic Commerce Research brand-generated content social media Instagram stories Instagram publications retailers manufacturers |
author_facet |
Paloma de H. Sánchez-Cobarro Francisco-Jose Molina-Castillo Cristina Alcazar-Caceres |
author_sort |
Paloma de H. Sánchez-Cobarro |
title |
The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers |
title_short |
The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers |
title_full |
The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers |
title_fullStr |
The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers |
title_full_unstemmed |
The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers |
title_sort |
brand-generated content interaction of instagram stories and publications: a comparison between retailers and manufacturers |
publisher |
MDPI AG |
series |
Journal of Theoretical and Applied Electronic Commerce Research |
issn |
0718-1876 |
publishDate |
2021-11-01 |
description |
The last decade has seen a considerable increase in entertainment-oriented communication techniques. Likewise, the rise of social networks has evolved, offering different formats such as publication and stories. Hence, there has been a growing interest in knowing which strategies have the greatest social impact to help position organizations in the mind of the consumer. This research aims to analyze the different impact that stories and publications can have on the Instagram social network as a tool for generating branded content. To this end, it analyses the impact of the different Instagram stories and publications in various sectors using a methodology of structural equations with composite constructs. The results obtained, based on 800 stories and publications in four different companies (retailers and manufacturers), show that the reach of the story generally explains the interaction with Instagram stories. In contrast, in the case of publications, impressions are of greater importance in explaining the interaction with the publication. Among the main contributions of the work, we find that traditional pull communication techniques have been losing effectiveness in front of new formats of brand content generation that have been occupying the time in the relationship between users and brands. |
topic |
brand-generated content social media Instagram stories Instagram publications retailers manufacturers |
url |
https://www.mdpi.com/0718-1876/16/3/31 |
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