Consumer Engagement With Visual Content on Instagram

Despite Instagram’s popularity among the Y and Z generation consumers, social media research investigating factors that can influence customer engagement on Instagram remains limited. The uses gratifications theory underpins this study which investigates how marketing of prominent Malaysian brands impacts engagement. ScrapeStorm web scraper tool was used to extract posts comments from public accounts four notable brands. findings reveal different features media, affect consumer differently. Social influencers had a positive impact consumption creation-based Contextual are negatively correlated with contribution-based In terms content, videos greater rates, followed by images people without people. Results also show consumers reacted positively informative textual content. Some implications for practice highlighted.