Maulidian Maulidian, Salwa Fatima Zahra, Anys Tasya Nadela, A. Fitriani
{"title":"Content categories on Instagram: from promotional to interactivity for business development","authors":"Maulidian Maulidian, Salwa Fatima Zahra, Anys Tasya Nadela, A. Fitriani","doi":"10.20414/jed.v5i1.6774","DOIUrl":null,"url":null,"abstract":"Purpose — The study aimed to analyze the content on Instagram and to examine the relationship between the content categories and the reach and impressions of the posts.Method — This study analyzed 58 content posts from the Instagram account @Generasi_kenzu using purposive sampling, divided into five categories and measured based on accounts reached and impressions, using descriptive statistics, a Kolmogorov-Smirnov test for normality, and a Kruskal-Wallis test for comparison of mean reach and impressions across the categories.Result — The content analysis revealed that promotion was the most prevalent category, followed by information and education, with a mean reach of 64.22 and a significant proportion of views from the user's profile, and found hashtags to be an effective method of increasing visibility, though with a considerable degree of variation among individual posts. The Kruskal-Wallis test showed no significant difference in the distribution of accounts reached, reach from follower, reach from non-follower, impressions, from profile, from hashtags, from home and from other across the five content categories.Contribution — This study contributes by adding knowledge about content categories' effectiveness on social media platforms, providing valuable insights into content and reach of Instagram posts, and suggesting the need for further research to explore impacting factors.","PeriodicalId":35485,"journal":{"name":"International Journal of Management and Enterprise Development","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Management and Enterprise Development","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.20414/jed.v5i1.6774","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose — The study aimed to analyze the content on Instagram and to examine the relationship between the content categories and the reach and impressions of the posts.Method — This study analyzed 58 content posts from the Instagram account @Generasi_kenzu using purposive sampling, divided into five categories and measured based on accounts reached and impressions, using descriptive statistics, a Kolmogorov-Smirnov test for normality, and a Kruskal-Wallis test for comparison of mean reach and impressions across the categories.Result — The content analysis revealed that promotion was the most prevalent category, followed by information and education, with a mean reach of 64.22 and a significant proportion of views from the user's profile, and found hashtags to be an effective method of increasing visibility, though with a considerable degree of variation among individual posts. The Kruskal-Wallis test showed no significant difference in the distribution of accounts reached, reach from follower, reach from non-follower, impressions, from profile, from hashtags, from home and from other across the five content categories.Contribution — This study contributes by adding knowledge about content categories' effectiveness on social media platforms, providing valuable insights into content and reach of Instagram posts, and suggesting the need for further research to explore impacting factors.
期刊介绍:
IJMED is a major international research journal dedicated to business development strategy and entrepreneurship policy as well as management processes in an international and cross-cultural context. IJMED provides a venue for high quality papers including theoretical research articles, evidence-based case studies and practical applications seeking to explore best practice and investigate strategies for rapid growth management in SMEs. IJMED has a history of contributing to the academic literature, providing conceptual and practical insights and generating innovative ideas for organizational enterprise. Topics covered include: -SMEs'' start-up development, corporate venturing- Technological opportunities, new firm creation, valuation- Technological adoption, technology transfer, technopreneurship- Joint ventures/alliances, franchising and corporate ownership- Business incubator development strategy- Economic and social entrepreneurship- Virtual coaching services for SMEs- SMEs and entrepreneurship policy- Start-up cognitions/behaviours- Halo effect, technology licensing- Long-run technology investments- Knowledge management/technology strategy in SMEs- Managing rapid growth, accelerating competitive effectiveness- Strategy decision speed and SME performance- Entrepreneurs in non-profit sector.