Brand Communities on Instagram: Exploring Fortune 500 Companies' Instagram Communication Practices

被引：5

作者：

Kim, Bokyung ^{[1
,3
]}

Hong, Seoyeon ^{[1
]}

Lee, Hyunmin ^{[2
]}

机构：

[1] Rowan Univ, Dept Publ Relat & Advertising, Glassboro, NJ 08028 USA

[2] Drexel Univ, Dept Commun, Philadelphia, PA USA

[3] Rowan Univ, Dept Publ Relat & Advertising, Off 301,High St Room 322, Glassboro, NJ 08028 USA

来源：

INTERNATIONAL JOURNAL OF STRATEGIC COMMUNICATION | 2021年 / 15卷 / 03期

关键词：

USER-GENERATED CONTENT; SOCIAL MEDIA; FACEBOOK BRAND; CONSUMER ENGAGEMENT; PUBLIC ENGAGEMENT; TWITTER; IMPACT; IDENTIFICATION; ORGANIZATIONS; STRATEGIES;

D O I：

10.1080/1553118X.2020.1867556

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

To examine a more holistic communication landscape for companies on Instagram, this study conducted a content analysis of Fortune 500 companies' official Instagram posts (N = 7,540) using the original three brand community dimensions (i.e., shared consciousness, rituals and traditions, obligations to followers). We also propose and explore a fourth marker, social networking, as an important Instagram communication characteristic for companies and marketers. Findings revealed that while all four brand community practices are observed across eleven industries and 165 companies in our sample, companies did not fully utilize their Instagram accounts to establish strong brand communities. More importantly, there were significant effects of the brand community practices on fans' behavioral engagement through a number of "likes," and a number of "views" for video posts. Theoretical and practical implications are addressed.

引用

页码：177 / 192

页数：16

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