Key image attributes to elicit likes and comments on Instagram
Fecha
2020Versión
Acceso abierto / Sarbide irekia
Tipo
Artículo / Artikulua
Versión
Versión aceptada / Onetsi den bertsioa
Impacto
|
10.1080/10496491.2020.1809594
Resumen
This 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 anal ...
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This 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. [--]
Materias
Instagram,
SOR model,
Content analysis,
Destination management organization,
Tourist destination,
Tourism image
Editor
Taylor & Francis
Publicado en
Journal of Promotion Management, 27:1, 50-76
Departamento
Universidad Pública de Navarra. Departamento de Gestión de Empresas /
Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila /
Universidad Pública de Navarra/Nafarroako Unibertsitate Publikoa. Institute for Advanced Research in Business and Economics - INARBE