Key image attributes to elicit likes and comments on Instagram

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dc.contributor.authorAramendia Muneta, María Elena
dc.contributor.authorOlarte-Pascual, Cristina
dc.contributor.authorOllo López, Andrea
dc.contributor.departmentGestión de Empresases_ES
dc.contributor.departmentEnpresen Kudeaketaeu
dc.contributor.departmentInstitute for Advanced Research in Business and Economics - INARBEen
dc.date.accessioned2024-01-23T09:37:01Z
dc.date.available2024-01-23T09:37:01Z
dc.date.issued2020
dc.date.updated2024-01-22T13:21:36Z
dc.description.abstractThis 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.en
dc.format.mimetypeapplication/pdfen
dc.identifier.citationAramendia-Muneta, M.E., Olarte-Pascual, C., Ollo-López, A. (2020) Key Image Attributes to Elicit Likes and Comments on Instagram. Journal of Promotion Management. https://doi.org/10.1080/10496491.2020.1809594.en
dc.identifier.doi10.1080/10496491.2020.1809594
dc.identifier.issn1049-6491
dc.identifier.urihttps://academica-e.unavarra.es/handle/2454/47131
dc.language.isoengen
dc.publisherTaylor & Francisen
dc.relation.ispartofJournal of Promotion Management, 27:1, 50-76en
dc.relation.publisherversionhttps://doi.org/10.1080/10496491.2020.1809594
dc.rights© 2020 Informa UK Limited, trading as Taylor & Francis Group. Creative Commons Attribution-NonCommercial License.en
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.subjectInstagramen
dc.subjectSOR modelen
dc.subjectContent analysisen
dc.subjectDestination management organizationen
dc.subjectTourist destinationen
dc.subjectTourism imageen
dc.titleKey image attributes to elicit likes and comments on Instagramen
dc.typeinfo:eu-repo/semantics/article
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dspace.entity.typePublication
relation.isAuthorOfPublication0eef96ca-add5-4c6a-91af-1222eeddc04e
relation.isAuthorOfPublication82b3b091-c88b-4bd7-be22-15b42c7f0603
relation.isAuthorOfPublication.latestForDiscovery0eef96ca-add5-4c6a-91af-1222eeddc04e

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