Andere Kunden interessierten sich auch für
![Interaktion von Unternehmen mit Kunden in sozialen Netzwerken]( "Interaktion von Unternehmen mit Kunden in sozialen Netzwerken")
Interaktion von Unternehmen mit Kunden in sozialen Netzwerken29,99 €![Unternehmenskommunikation im Wandel - Veränderte Herausforderungen an modernes Kommunikationsmanagement in Unternehmen aufgrund der möglichen Chancen und Risiken von Social Media]( "Unternehmenskommunikation im Wandel - Veränderte Herausforderungen an modernes Kommunikationsmanagement in Unternehmen aufgrund der möglichen Chancen und Risiken von Social Media")
Unternehmenskommunikation im Wandel - Veränderte Herausforderungen an modernes Kommunikationsmanagement in Unternehmen aufgrund der möglichen Chancen und Risiken von Social Media44,99 €![Social Media-Marketing - Wirkungsweise und Erfolgskontrolle]( "Social Media-Marketing - Wirkungsweise und Erfolgskontrolle")
Social Media-Marketing - Wirkungsweise und Erfolgskontrolle44,99 €![30 Minuten Content-Strategie]( "30 Minuten Content-Strategie")
30 Minuten Content-Strategie10,90 €![Influencer Marketing]( "Influencer Marketing")
Influencer Marketing28,00 €![Wer pinnt gewinnt. Pinterest als Instrument im Online-Marketing]( "Wer pinnt gewinnt. Pinterest als Instrument im Online-Marketing")
Wer pinnt gewinnt. Pinterest als Instrument im Online-Marketing23,90 €![Michele Scism on the Rules of Effective Content Marketing]( "Michele Scism on the Rules of Effective Content Marketing")
Michele Scism on the Rules of Effective Content Marketing28,99 €
Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster (Institute for Value-Based Marketing), language: English, abstract: The following study investigates the influence of traditional design stimuli, applied to a brand post, on the consumer's engagement rate on Instagram. Consumer engagement thereby represents the effectiveness of a brand post and is defined by the ratio of the number of likesof a brand post and the number of followers of the brand. Aiming at analyzing the effectiveness of traditional design stimuli on Instagram, the author gathers 450 Instagram brand posts from five different product categories which are subsequentlyassessed and coded. The researcher then conducts a regression analysis as this allows to evaluate the influence of the traditional visual design stimuli on the consumer's engagement rate. Whereas novel & cognitive demanding stimuli are not found to influence the engagement rate for a brand post, certain physically intensive & prominent stimuli as well as some affective & emotional stimuli have a significant influence. The present study further investigates the moderating effect of brand knowledge on the magnitude of the stimuli's influence on consumer engagement rate. The results indicate that brand knowledge has a moderating effect on certain stimuli. For all other stimuli, the influence on the engagement rate does not change for different levels of brand knowledge. The results further show that design stimuli applied in brand posts on Instagram differ in their impact on the engagement rate,depending on the product category shown in the brand post. These findings can be used by managers to exploit the benefits of social media marketing on Instagram.