Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing

Duygu Aydın Ünal

doi:10.17541/optimum.1363501

EN TR

Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing

Öz

In reaching out to consumers, social media marketing is indispensable. The prominence of social media serves as a vital metric for corporations and brands, and it currently occupies a pivotal role within digital marketing strategies. This study focuses on the analysis of posts published on Instagram by two Turkish clothing brands since the beginning of 2023, with the aim of identifying factors that enhance user engagement. According to the results obtained through ordered logistic regression analysis, factors such as the use of images in posts, the presence of a celebrity figure in the post, and the inclusion of tags increase the likelihood of heightened engagement levels. These findings are expected to provide valuable insights for social media marketers and researchers in devising effective Instagram strategies.

Anahtar Kelimeler

Social Media Marketing, Digital Engagement, Instagram, Ordered Logistic Regression Analysis

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İşletme , İş Sistemleri (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Duygu Aydın Ünal ^*
0000-0001-7566-0933
Türkiye

Yayımlanma Tarihi

8 Ocak 2024

Gönderilme Tarihi

20 Eylül 2023

Kabul Tarihi

12 Ekim 2023

Yayımlandığı Sayı

Yıl 2024 Cilt: 11 Sayı: 1

DOI

https://doi.org/10.17541/optimum.1363501

IZ

https://izlik.org/JA47TZ68TC

APA

Aydın Ünal, D. (2024). Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing. Optimum Ekonomi ve Yönetim Bilimleri Dergisi, 11(1), 121-136. https://doi.org/10.17541/optimum.1363501

AMA

1.Aydın Ünal D. Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing. OEYBD. 2024;11(1):121-136. doi:10.17541/optimum.1363501

Chicago

Aydın Ünal, Duygu. 2024. “Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11 (1): 121-36. https://doi.org/10.17541/optimum.1363501.

EndNote

Aydın Ünal D (01 Ocak 2024) Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11 1 121–136.

IEEE

[1]D. Aydın Ünal, “Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing”, OEYBD, c. 11, sy 1, ss. 121–136, Oca. 2024, doi: 10.17541/optimum.1363501.

ISNAD

Aydın Ünal, Duygu. “Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 11/1 (01 Ocak 2024): 121-136. https://doi.org/10.17541/optimum.1363501.

JAMA

1.Aydın Ünal D. Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing. OEYBD. 2024;11:121–136.

MLA

Aydın Ünal, Duygu. “Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi, c. 11, sy 1, Ocak 2024, ss. 121-36, doi:10.17541/optimum.1363501.

Vancouver

1.Duygu Aydın Ünal. Unlocking Instagram Success: Factors Shaping Consumer Engagement in Social Media Marketing. OEYBD. 01 Ocak 2024;11(1):121-36. doi:10.17541/optimum.1363501

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