通过网络抓取分析澳大利亚中小企业的Instagram参与度

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
V. Nguyen, Suku Sukunesan, M. Huynh
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引用次数: 2

摘要

背景:社交媒体已经成为一种重要的营销和传播工具,而Instagram因其对媒体丰富内容的独特支持而成为这方面的领导者。鉴于中小企业所面临的挑战,建议他们拥抱社交媒体技术。之前关于互动价值创造理论(IVF)的研究表明,中小企业与关注者的共同创造过程能够促进Instagram的参与。然而,对于如何通过实际的Instagram微实践来促进价值共创过程,中小企业可以采用的约束条件知之甚少。这项研究是首批通过价值共同创造的过程来考察中小企业Instagram参与实践的研究之一。方法:我们使用Instagram API收集了10家澳大利亚中小企业在8个月内的Instagram参与数据。根据泊松回归模型中的2110含量进行定性分析。使用内容分析和时间序列可视化来研究数据集中几个轮廓的唯一性。结果:研究结果表明,中小企业应该依靠@Tagging而不是#Hashtags来获得更多的参与,因为带有@Tagging的内容具有更高的包容性和可信度。此外,针对特定地区受众的定制化帖子可以有效地鼓励关注者参与对话,而商业密集型的帖子风格由于其可信度较低而产生不利影响。富媒体内容不一定会吸引更多的用户;随着时间的推移,承诺和持续的帖子积累了相当多的粉丝,从而导致更高的参与度。结论:本研究证实了数据抓取在构建商业智能方面的好处,并验证了IVF框架作为研究Instagram微实践有效性的理论背景。在设计社交媒体实践时应考虑试管婴儿,以使中小企业及其追随者能够合作创造商业价值。这项研究为试管婴儿、丰富的视觉内容和社交媒体参与之间的相互关系提供了额外的解释。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analyzing Australian SME Instagram Engagement via Web Scraping
Abstract Background: Social media has grown into a prominent marketing and communication tool, and Instagram is a leader in this regard due to its distinctive supports for medial rich contents. Due to the challenges faced by Small-and-medium-enterprises (SMEs), they are suggested to embrace social media technology. Previous studies in Interactive value creation theory (IVF) indicated that SMEs-followers co-creation processes enable Instagram engagement. However, little is known of how to promote the value co-creation process via practical Instagram micro-practices that SMEs can employ regarding their constraints. This study is among the first to examine SMEs' practices for Instagram engagement via the process of value co-creation. Method: We collected data regarding Instagram engagements of 10 Australian SMEs in eight months period using Instagram API. Qualitative analysis is conducted based on 2110 contents in a Poisson regression model. Content analysis and time-series visualizations are employed to investigate the uniqueness of several outliners in the dataset. Results: Findings imply that SMEs should bank on @Tagging instead of #Hashtags to get more engagement as contents with @Tagging show higher levels of inclusiveness and trustworthiness. Also, customized postings for the loci-specific audience effectively encourage followers to participate in conversations, while commercial intensive posting style shows adverse effects due to its low level of credibility. Rich media contents would not necessarily reel in more engagement; the commitment and consistent postings amassed a considerable number of followers over time, leading to a higher engagement rate. Conclusions: This study confirmed the benefits of data scraping in building business intelligence and validate the IVF framework as the theoretical background to investigate the effectiveness of Instagram micro-practices. IVF should be considered in designing social media practices to enable SMEs and followers' collaborations for business value generation. This study provides extra interpretations of the interrelationships between IVF, visual-rich contents, and social media engagement.
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来源期刊
CiteScore
4.10
自引率
33.30%
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