Insights into user engagement on social media. Findings from two fashion retailers

Though most studies have been conducted in the luxury electronic commerce sector, few have focused on the influence of Instagram. This study improves research by examining new dimensions of users' experiences on this social network. This study aims to provide the core elements of brand engagement on Instagram, focusing on an empirical comparison of the relationships established between two fashion retailers and their followers on Instagram. The study is based on the coding of 728 posts collected over 1 year and carries out a comparative analysis using bivariate and multivariate modelling of the interactions between brands and their followers. The results of this work show that fashion retailers still generate little interaction with Instagram users, although there is some engagement between the two parties. The empirical results are evidence of the importance of a communication strategy in generating involvement and engagement with the brand. The study thereby provides industry professionals with the patterns in those posts that can encourage greater engagement with and participation from users online.