Social media has become an important part of consumers’ brand interaction. This study takes a content analysis research approach in order to investigate the content type of three interior brands’ postings on two popular social media sites, Facebook and Instagram, and explore how consumers engage with the content. The results show that slightly different content strategies are used on Facebook and Instagram, and the level of consumer brand post engagement varies between the two platforms. Instagram showed clearly a higher consumer brand post engagement compared to Facebook. Brand post engagement on the two social media sites is enhanced by entertaining and inspirational content. Especially on Instagram, inspirational content created the highest brand engagement. The findings are important for brands that strive to engage with fans on social media sites. Managerial and practical implications are discussed, together with future research.
Eriksson, Niklas; Sjöberg, Annette; Rosenbröijer, Carl-Johan; and Fagerstrøm, Asle, "Consumer brand post engagement on Facebook and Instagram – A study of three interior design brands" (2019). ICEB 2019 Proceedings. 15.