Aramendia Muneta, María Elena
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Aramendia Muneta
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María Elena
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Gestión de Empresas
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INARBE. Institute for Advanced Research in Business and Economics
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Publication Open Access Key image attributes to elicit likes and comments on Instagram(Taylor & Francis, 2020) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Ollo López, Andrea; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBEThis article spotlights the relationship between likes and com-ments and the content of tourism photographs on Instagramwith the aim of understanding users¿behavior and, thus, help-ing destination management organizations. Based on thestimulus-organism-response model, a content analysis wasconducted of 1,094 pictures that received 131,116,800 likesand 2,859,448 comments. By combining content analysis andregression analysis, the results show that Instagrammers¿responses are influenced differently by different picture attrib-utes, resulting in dissimilar behavior with regard to likes andcomments. Specifically, likes, as immediate reactions, tend tobe driven by content featuring people, views, or commonhabits. In contrast, comments, which require greater effort onthe part of the Instagrammer, are elicited by the topic of festi-vals or hotels, colors such as cream, green, orange, or yellow,images of water or animals, and images featuring tourist activ-ities, mostly at night. Multi-image or fake pictures negativelyimpact likes. By analyzing the content of the information pro-vided by the uploaded photographs, a typology of photo-graphic attributes is developed to offer clues for destinationmanagement organizations to enhance engagement withpotential customers and Instagram users.Publication Open Access "The best" and "The least": cross-country cluster analysis of Instagram and tourism destinations(Taylor and Francis Group, 2022) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Gestión de Empresas; Enpresen KudeaketaThe study provides an analysis of the key destination image attributes influencing the number of likes and comments by cross-country cluster on the basis of Stimulus-Organism-Response. The two main clusters are "the best" and "the least", measured by their success in numbers of likes or comments from Instagrammers. Photographs taken during daytime showing tourism or entertainment facilities and panoramic natural seascapes prevail in the successful cluster group. Photographs showing visitors interacting in daily life tourist activities of their destination, are common among the successful images. Presenting people and water impacts positively, whereas multi-images of countries and destinations lacking authenticity have the opposite effect. Overall, the results are consistent with the hypothesis that attributes in Instagram photographs are associated with the success of a country's image.Publication Open Access Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement(IGI Global, 2023) Martinicorena-Goñi, Naiara; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen KudeaketaAbout 1,000 million users are active on Instagram monthly, and the number of daily users is 500 million. Fifty percent of Instagrammers follow at least one business account, and 130 million Instagrammers tap on a shopping post to learn about products offered in the app every month. Moreover, more than 200 million Instagrammers visit at least one business profile every day. The objective of the study is to assess the Instagram strategy of four of the main fast fashion brands: Zara, H&M, Mango, and Forever 21. Results show videos achieve 3.88 times more engagement than pictures. The effect of the shopping bag tool, which has been recently introduced, is very promising: the pictures with the shopping bag tool achieved a 121.03% higher average. The authors also found spontaneity increases engagement, while Zara, H&M, and Mango posts experienced an increase in the average likes in the pictures that had faces in them.