Factores que influyen en la interacción entre consumidores e interfaces de PYMES de moda de mujer en Instagram.

Abstract

The purpose of this research is the evaluation of consumer’s engagement with small and medium-sized woman fashion brands on Instagram. Social media engagement, according to theory, consists of seven dimensions in which it can manifest. This study aims to analyze how different content types, elements and strategies affect the level of engagement shown. To achieve this, two methods were used. First, a structured survey of nine questions for 205 people in Guayaquil, where the seven engagement dimensions were included. The survey was followed by a content analysis on 30 Instagram fashion brand accounts. A regression analysis was used to evaluate the relation between content and engagement in terms of likes and comments, in other words, the positive contribution dimension. Results show that remunerative content affects engagement the most. Therefore, it’s recommended that brands’ content strategy favors posts that regularly educate and offer value to users and include sweepstakes and contests from time to time.