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Customer Engagement towards Instagram content across different sectors

Year: 2024

Type: article

Abstract: This study explores the impact of Instagram content on customer engagement in small and medium-sized enterprises (SMEs) across the pharmaceutical and cosmetic sectors in Kazakhstan. By analyzing business-related and non-business-related posts in both image and video formats, the research finds that video content consistently generates higher engagement, especially in non-business posts. The results highlight sector-specific differences in consumer interaction, offering valuable insights for SMEs to optimize their social media strategies. Future research could link engagement metrics with purchasing behavior and explore sector-specific nuances further.

Source: Suleyman Demirel University bulletin: social sciences.

DOI: 10.47344/rqzzxy08

Authors: Ramis Akhmedov, Ulviya Choban, Gulshat Zhumazhan

Institutions: Shandong University, University of Southern Denmark

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4403235711

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