Controlling Social Media Data: a Case Study of the Effect of Social Presence on Consumers’ Engagement with Brand-generated Instagram Posts

Anna Corone*, Annemarie Nanne, Emiel van Miltenburg

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

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Abstract

Research in social media marketing studies ways to increase customers’ engagement with brand-generated social media posts. This can either be done through experiments, or corpus studies of existing social media posts. Experiments have the advantage that they are controlled, but they often lack ecological validity, while for corpus studies the reverse is often true. As a case study, we construct a corpus of 1761 brand-generated Instagram posts, looking at the effect of social presence (the perception of human contact) on different engagement metrics (likes and comments), taking the effect of possible confounds (theme of slogans, funniness, time) into account. We show how social media posts can be analyzed at different levels of granularity, to establish the strength of the effect of social presence. We hope that our work will help others to isolate the impact of different variables on post engagement on social media.
Original languageEnglish
Title of host publicationProceedings of the 8th Conference on Computer-Mediated Communication CMC and Social Media Corpora (CMC-Corpora2021)
EditorsIris Hendrickx, Lieke Verheijen, Lidwien van de Wijngaert
Place of PublicationNijmegen, NL
PublisherRadboud University
Pages25-29
Number of pages5
Publication statusPublished - Oct 2021
EventConference on Computer-Mediated Communication CMC and Social Media Corpora - Radboud University, Nijmegen, Netherlands
Duration: 28 Oct 202129 Oct 2021
Conference number: 8
https://cmc-corpora.org/conferences/cmc-corpora2021/

Conference

ConferenceConference on Computer-Mediated Communication CMC and Social Media Corpora
Abbreviated titleCMC-Corpora
Country/TerritoryNetherlands
CityNijmegen
Period28/10/2129/10/21
Internet address

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